5 Crucial Questions to Ask Before a Rebrand
How many times have you witnessed this common scenario: a brand completes a rebrand, uploads their new logo to their website and social media, and goes about their day as if there isn’t suddenly a public firestorm brewing as a result of their actions. A successful rebrand isn’t just about unveiling a new logo or trendier color palette. A true rebrand is about ensuring that your brand reflects your company’s culture and the characteristics that matter to your both your people and your customer base. Rooting a rebrand in company culture means that all people, at every level, are aligned to the vision of where your company is going. And this is achieved by asking important questions and listening to understand the culture, values, and beliefs that already exist within and define your company. Then, with these as your strong foundation, you can start building the new expression of your brand.
If your company might be ready for a rebrand, ask yourself these five crucial questions first.
Have you recently gone through a leadership change?
The passing of the torch from one generation of leadership to the next presents a great opportunity to assess your brand. Not for new leadership to “make a splash” but to really dig into who your organization is, what matters, and how you want to express that to your people and your marketplace moving forward.
When Elizabeth Mangan took the helm as CEO of Miller Valentine Construction, she knew exactly the challenge she was up against:
Is your messaging still relevant in your marketplace?
Markets are constantly shifting and evolving; our brands should be, too. A brand positioning exercise provides the opportunity to assess your market presence, evolve your position, and renew your relevancy to your core audiences.
Does your outside reflect your inside?
You know your organization better than anyone. Entering into a rebrand is the time to be brutally honest with yourself: is your brand a true reflection of your team and your mission, or is it saying what you think the market wants to hear? Assessing how you communicate your culture, values, and purpose to the marketplace reveals opportunities to align your brand with audiences who hold the same values.
Are you holding on to outdated brand assets?
Branding is a delicate balance of honoring where you’ve been while setting a path for a clear and successful future. It’s not always easy to let go of what’s not serving you anymore, but shedding outdated elements paves the way to introduce fresh, future-focused perspectives. Analyzing your brand assets and toolbox with an objective eye helps separate what’s working from what’s being held on to for the sake of nostalgia.
Will your current branding propel your organization into the future you’re planning for it?
If you have big plans for your brand’s future—and big goals you’re striving to meet—you need a robust strategy and flexible assets that not only support your growth plan but propel you to success.
