5. Are We Innovating, Iterating Or Imitating?
6. What’s Our Brand Prototyping Process?
OK, I’m not 100% sure why I even put that third one in there - just don’t do it.
You know why you’re rebranding, whose vision is behind it, and what your target audience expects - so, armed with this knowledge, how will you make sure you’re on the right track?
Imitation may be the highest form of flattery, but it’s also the biggest waste of your money and time. Be different, brand different. Right, with that said, let’s continue… Just like an individual, your brand should be ever-growing, ever-evolving - and on occasion, may need to reinvent itself. Understanding what is required for your brand to grow - or survive, in some cases - will ensure all of your energy and resources can be focused effectively.
That’s the ‘who.’ The ‘who’ is the easy part. The real challenge comes with deciding ‘how much,’ ‘how often’ – and just ‘how.’
Just like an individual, your brand should be ever-growing, ever-evolving
You can build your rebrand ‘by committee’, or you may prefer a singular decision maker (or small team) with ample, controlled, avenues of feedback. My personal preference is the latter; as I believe it usually leads to less compromise and a closer adherence to the core brand - as long as the right decision maker is selected.
And focus you must. When evolving, maintain those links to your roots, work your history and traditions, and keep that connection - this is just the next step in your brand’s natural progression. Simple iterations may be in order, to adjust your ‘flight pattern’ slightly. Or if an advantageous technology / customer insight avails itself to you, be open to the opportunity and innovate. On the other hand, a major shift from your current brand needs to be easily ‘noticeable’ (no half-measures please), but also easily ‘understandable.’ Brand innovation is useless if people just don’t get it.
Focus groups (formal, informal, social), stakeholder surveys, employee engagement, industry experts, trusted advisors, boardroom ‘discussions’ - these are all possible avenues for effective checks and balances throughout your rebranding progress.
Also, consider your use of drafting, review and approval channels. Pen and paper may not cut it anymore.
7. How Will We Guide The Brand Through This Transition? What plan do you have in place to implement your new improved brand? Consistency is key, and confusion is a killer. Are you heading for a ‘big reveal’, or do logistics call for a longer term implementation strategy? How you execute your brand changeover will be a major player in how well (or poorly) it catches on.
Does your brand inspire loyalty? Find out how top brands do it, in this latest issue.