Slideshow 7 steps to an effective business rebrand

  • March 07 2014, 4:25pm EST
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1. Get clear on what the brand is

“A brand is the sum total of the messages, interactions, and experiences a customer has with your product, services and people,” Blue says. Remember that your brand is not just your logo.

2. Maintain control of the process

“Use a third-party guide because it is easy for a re-naming effort to deteriorate into likes and dislikes or what your spouse thinks,” he says. Keep an open mind and ground your brand in a strategy that recognizes not only the brand’s origins but also its ultimate destination.

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3. A brand has two owners

The marketer owns 50% and the customer owns 100% of the brand, according to Blue. While the marketer produces, the customer experiences, and in the digital age, they are ultimately in control of the messages they receive. Check in with customers during this process.

4. Tell a single-minded story

Through your logo, tagline, typography and design, everything should look and feel like one story.

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5. A brand should remain fluid

As long as you don’t violate a brand’s established values, you can add flexibility into it, too. Find fresh expressions for your brand’s proposition to keep it relevant in the present and flexible in the future.

6. Never stop promoting

“Successful brands are a living presence in the marketplace with a tangible relationship with its customers,” Blue says. Consistently support your brand even in a down cycle in order to gain greater sales and share when things turn up again.

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7. Be a brand champion

After all the effort to establish a new brand, don’t drop the ball at the end. Appoint a key leader to be a brand champion. Set up brand guidelines to make sure the identity is careful and consistent. Make sure business cards, email signatures, event signage, etc. are all a part of the rebrand as it rolls out.