How do you do it?
- Review and research
- Get the company-wide buy-in before you start
- Create an objective brief
- Go for it!
Chris: So let’s look at how you would do it. The first thing you would do is do plenty of reviewing and research. So an agency like ourselves can perform brand reviews; you can perform a brand review yourself to see if your brand is performing as it should.
Matt: So a good thing to do is check out one of our other vlogs around user journeys – so if you can identify your user journeys, identify your audiences – who are you talking to? That’s a good starting point for you to review your brand against that audience. How well does it communicate to them? We’d also recommend you look at your competitors, and also look at companies that are aligned with yourself – so your partners, anybody else that’s working across that. And, importantly, people that buy things from you, they’re gonna buy things from other companies as well, that aren’t necessarily related to your industry – so do you feel that all of your customers generally like to buy Apple products and Audis and Bose speakers? Are they that kind of person? If they are, check out those guys, how they communicate, what they do, and see how you can adopt some of their brand philosophy.
Chris: And then once you’ve done your research, you need to get the buy-in from everyone before starting the project. So if you’re a marketing manager, you need your MD, upwards and downwards – everyone who has any say in the brand needs to buy in before you start.
Matt: Absolutely, yeah. And that helps, actually, for you to create an objective design brief. So, all those stakeholders – all the people that are going to be involved in signing off the new brand or the new identity or the new communication – get them on board with this important piece of paper that says how you’re going to measure or score this new branding. So determine everything that your brand is going to stand for. It could be that you’re a technology company so you wanna make sure you sound innovative, and that could be something you want to measure your brand elements against. Does this new form of communication fulfil that part of our brief? Give it all a score out of ten. And then when you’re getting and inviting that feedback, everyone’s going to be on the same page and you’re going to reduce the subjective feedback of ‘I don’t like it, make it more red, make it on fire, purple’s my favourite colour…’
Chris: We want to reduce all of that. And the final thing is when you’ve got your new brand, really go for it, really get it out there and put it on everything you possibly can.
Matt: Yeah, adoption’s a really important thing, Chris, isn’t it. As soon as you can get that out there, get that launched well, get it across everything.
Chris: Yeah, one of our clients, they own a vineyard in Virginia in the States, they’ve done a massive, great job with some rebranding that we did for them, and it’s won awards, and it’s just out there on everything they do. They changed their entire company, they even changed the name of their company, and it’s made a phenomenal difference.
Matt: Yeah, and we’re so proud of those guys. It was really good to see that really good adoption of everything, even down to the colour of the paint on the walls in their vineyard. They really adopted it, and it looks really great. So that’s our quick overview on rebranding. Are you ready to do it? It might be something that could really help your company communicate better. And make your company a happier and more successful place.
Chris: I think that this is such valuable information I’m going to take it with me. Bye!
Matt: Oh, well fair enough. I’m going to chase you. Comedy fashion.