The first step to rebranding

Rebranding is all about making changes. Changes to what you do, what you sell, what you look like… there are lots of ways you can change. But if you want to make the most of the opportunity, the first step to rebranding your organisation should be understanding why you need to change.

The role of a rebranding exercise is to help your organisation do something new… something different. To reach a goal you haven’t achieved before. The reason you haven’t achieved this goal may be that it is something new and you simply haven’t tried to reach it before. Or it may be that you have tried in the past and failed. Whatever the reason, using your brand well will give you the competitive advantage you need to achieve your goal.

So the first step to rebranding is to identify your goal – the reason you need to change. The goal will be different for every organisation, but it could be:
• Launching a new product
• Breaking into a new market
• Increasing the volume of sales
• Winning new customers
• Consolidating your success.

With a clear goal you can begin to build the rebranding strategy you need to achieve it. This will help you to make the most efficient use of your resources.

Because rebranding your organisation is an investment. Not just in terms of the cost, but an investment of your time and your energy as well. The scale of the investment will vary, depending on the scale of the project and the size of your organisation, but it’s important to recognise the impact.

Rebranding is not a problem you can give to someone else to solve – you’re part of the solution. When we work with clients on a rebranding project it’s a partnership. We bring the skills and experience to understand what needs to change and how to change it. But you – the client – will bring the knowledge and insight about why you need to change.

So if you think your organisation needs to make a change, the first step to rebranding is identify why you need to change.

To talk about starting to rebrand your organisation, drop Jonathan an email.


Photo: Flickr – Giles Williams © Creative Commons