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Anatomy of a Rebrand
Anyone who’s ever done a rebranding program knows that they’re a lot of work. Rebranding isn’t changing the company color and business card layout; rebranding is fundamentally changing how you are perceived by your industry versus the positions of your competitors. Ultimately, that could mean changing every single piece of communications associated with a company in order to fundamentally alter the way it is perceived in the world.
Rebranding is something that should never be undertaken lightly. If you think you need a new logo and tagline simply because you’ve grown tired of the old one, resist the urge to change it with everything you’ve got. What’s important is not how you perceive your logo — or your brand. What’s important is how your customers perceive it. Only when good, objective research suggests that your company has fundamentally changed or you’ve outgrown your existing brand, should you consider rebranding. And then you should approach it thoughtfully and with your eyes wide open.
Over the next few postings, we’ll take a look at the SCORR Marketing rebranding process and discuss ways you might apply the same thinking to your own situation. We’ll look at strategy development as a basis for a big idea; examine how to use client perception and competitive analysis to craft a strategy; discuss the role of the logo and tagline; talk about creating the big idea and applying the elements across communications platforms; and lastly, look at the website as a core element of the branding and discuss the technical, philosophical and practical elements of bringing it online.
About SCORR Marketing
SCORR collaborates with energetic companies to develop “next-phase growth strategies” and utilizes a disciplined approach to marketing plans that ensures solid incremental growth year after year, creating tangible results. SCORR’s team includes dedicated talent with worldwide experience in brand development, client perception, copywriting, corporate identity, design services, interactive/Web, marketing strategy, media, public relations, social media and trade shows and events. SCORR Marketing has offices in Europe, Seattle and Omaha with headquarters in Kearney, Nebraska. Connect with SCORR Marketing on Facebook, Twitter, YouTube and LinkedIn.