5 steps to rebranding your business
DESCRIPTION
Is rebranding the right decision for your business? If you've been considering or planning to rebrand, then don't miss this presentation. We'll look at the pros and cons of rebranding, help define your goals, and present the next steps through to the launch of your new brand. You'll walk away with the answer to your question - is rebranding right for me?TRANSCRIPT
5 Steps to Rebranding Your Business
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What is rebranding?
What is rebranding?
rebrandingpresent participle of re brandverbchange the corporate image of (a company or organization).
What is rebranding?
rebrandingpresent participle of re brandverbchange the corporate image of (a company or organization).
BEFORE
What is rebranding?
rebrandingpresent participle of re brandverbchange the corporate image of (a company or organization).
BEFORE AFTER
What can rebranding do?
What can rebranding do?
• Strengthen your team and improve pride among your staff (creating brand ambassadors).
What can rebranding do?
• Strengthen your team and improve pride among your staff (creating brand ambassadors).
• Create the excitement of something new, both internally and externally*.
What can rebranding do?
• Strengthen your team and improve pride among your staff (creating brand ambassadors).
• Create the excitement of something new, both internally and externally*.
• Instill confidence in your management, sales team and customers leading to increased sales.
What can rebranding do?
• Strengthen your team and improve pride among your staff (creating brand ambassadors).
• Create the excitement of something new, both internally and externally*.
• Instill confidence in your management, sales team and customers leading to increased sales.
• Reposition your company so it's aligned with who you are today or who you want to be (bigger, better, leader).
What can rebranding do?
• Strengthen your team and improve pride among your staff (creating brand ambassadors).
• Create the excitement of something new, both internally and externally*.
• Instill confidence in your management, sales team and customers leading to increased sales.
• Reposition your company so it's aligned with who you are today or who you want to be (bigger, better, leader).
• Visually communicate important differentiators or new evolutions of your business (i.e. technical, modern, eco-friendly).
5 steps to rebranding.
5 steps to rebranding.
1.Decide if now is the right time to rebrand.
5 steps to rebranding.
1.Decide if now is the right time to rebrand.
2.Determine who you are and who you want to be?
5 steps to rebranding.
1.Decide if now is the right time to rebrand.
2.Determine who you are and who you want to be?
3.Take inventory of everything that will need rebranding.
5 steps to rebranding.
1.Decide if now is the right time to rebrand.
2.Determine who you are and who you want to be?
3.Take inventory of everything that will need rebranding.
4.Choose a rebranding partner.
5 steps to rebranding.
1.Decide if now is the right time to rebrand.
2.Determine who you are and who you want to be?
3.Take inventory of everything that will need rebranding.
4.Choose a rebranding partner.
5.Launch your new brand.
why do I need to rebrand?
1. Decide...
A few possible reasons.
• I want to show people that something has changed.
A few possible reasons.
• I want to show people that something has changed.
• My existing brand doesn’t match who I am now or who I want to be.
A few possible reasons.
• I want to show people that something has changed.
• My existing brand doesn’t match who I am now or who I want to be.
• I’ve merged.
A few possible reasons.
• I want to show people that something has changed.
• My existing brand doesn’t match who I am now or who I want to be.
• I’ve merged.
• My company is under new ownership or management and there is no equity or there’s negative equity in the previous brand.
A few possible reasons.
• I want to show people that something has changed.
• My existing brand doesn’t match who I am now or who I want to be.
• I’ve merged.
• My company is under new ownership or management and there is no equity or there’s negative equity in the previous brand.
• I haven’t refreshed my brand in past 10 years.
A few possible reasons.
Example.
Example.
Example.
• Known as Richmond Elevator not REM.
Example.
• Known as Richmond Elevator not REM.
• Offer custom engineered elevator solutions.
Example.
• Known as Richmond Elevator not REM.
• Offer custom engineered elevator solutions.
• Modernizing old elevators is a key part of their business.
Example.
• Known as Richmond Elevator not REM.
• Offer custom engineered elevator solutions.
• Modernizing old elevators is a key part of their business.
Example.
• Instant name recognition.• Known as Richmond Elevator not REM.
• Offer custom engineered elevator solutions.
• Modernizing old elevators is a key part of their business.
Example.
• Instant name recognition.
• Descriptive: they’re an elevator company.
• Known as Richmond Elevator not REM.
• Offer custom engineered elevator solutions.
• Modernizing old elevators is a key part of their business.
Example.
• Instant name recognition.
• Descriptive: they’re an elevator company.
• Modern and technical look to align with their technical engineering and modernization services.
• Known as Richmond Elevator not REM.
• Offer custom engineered elevator solutions.
• Modernizing old elevators is a key part of their business.
who do I want to be?
2. Determine...
Ask yourself these questions...
Ask yourself these questions...
• Why doesn’t the current brand fit with who we are?
Ask yourself these questions...
• Why doesn’t the current brand fit with who we are?
• What is the purpose of the business? What are the goals? What is the ideal outcome of the rebrand?
Ask yourself these questions...
• Why doesn’t the current brand fit with who we are?
• What is the purpose of the business? What are the goals? What is the ideal outcome of the rebrand?
• How do I want customers/staff/industry to feel when they see our brand?
Ask yourself these questions...
• Why doesn’t the current brand fit with who we are?
• What is the purpose of the business? What are the goals? What is the ideal outcome of the rebrand?
• How do I want customers/staff/industry to feel when they see our brand?
• How do I think we’re perceived in the market and industry? How do I want us to be perceived?
Ask yourself these questions...
• Why doesn’t the current brand fit with who we are?
• What is the purpose of the business? What are the goals? What is the ideal outcome of the rebrand?
• How do I want customers/staff/industry to feel when they see our brand?
• How do I think we’re perceived in the market and industry? How do I want us to be perceived?
• If we were a brand of automobile, which one would we be? (i.e. Honda, BMW, Audi, Hyundai, Kia, Ford, etc.)
Ask yourself these questions...
Ask yourself these questions...
• Who are our competitors? How do we want to be seen when compared to them? What do I like and dislike about their brand?
Ask yourself these questions...
• Who are our competitors? How do we want to be seen when compared to them? What do I like and dislike about their brand?
• What makes us “different” from our competitors? If it’s our “service”...what exactly about our “service” is different?
Ask yourself these questions...
• Who are our competitors? How do we want to be seen when compared to them? What do I like and dislike about their brand?
• What makes us “different” from our competitors? If it’s our “service”...what exactly about our “service” is different?
• What is the benefit of buying from us?
Ask yourself these questions...
• Who are our competitors? How do we want to be seen when compared to them? What do I like and dislike about their brand?
• What makes us “different” from our competitors? If it’s our “service”...what exactly about our “service” is different?
• What is the benefit of buying from us?
• Who are our ideal customers? What’s their age, gender, interests, location. Is there more than one type of ideal customer? Profile each one.
inventory.
3. Take...
Make a list.
Make a list.
Make a list.
• Create a checklist of all marketing pieces that will need to be updated.
Make a list.
• Create a checklist of all marketing pieces that will need to be updated.
• Don’t forget things such as signage, vehicle graphics, proposals, invoices, and e-signatures.
Make a list.
• Create a checklist of all marketing pieces that will need to be updated.
• Don’t forget things such as signage, vehicle graphics, proposals, invoices, and e-signatures.
• Include new materials that will create excitement for your staff and help turn them into brand ambassadors, such as wearables, operations manuals and culture posters.
a rebranding partner.
4. Choose...
Who’s going to manage the process?
Who’s going to manage the process?
Online Freelancer Local Agency Downtown AgencyUS$0
US$50
US$100
US$150
US$200
Who’s going to manage the process?
Online Freelancer Local Agency Downtown AgencyUS$0
US$50
US$100
US$150
US$200Hourly Rate
Who’s going to manage the process?
Online Freelancer Local Agency Downtown AgencyUS$0
US$50
US$100
US$150
US$200Hourly Rate
Who’s going to manage the process?
Online Freelancer Local Agency Downtown AgencyUS$0
US$50
US$100
US$150
US$200Hourly Rate
Who’s going to manage the process?
Online Freelancer Local Agency Downtown AgencyUS$0
US$50
US$100
US$150
US$200Hourly Rate
Who’s going to manage the process?
Online Freelancer Local Agency Downtown AgencyUS$0
US$50
US$100
US$150
US$200Hourly Rate
Who’s going to manage the process?
Online Freelancer Local Agency Downtown AgencyUS$0
US$50
US$100
US$150
US$200Hourly Rate
Who’s going to manage the process?
Online Freelancer Local Agency Downtown AgencyUS$0
US$50
US$100
US$150
US$200Hourly Rate
You manage process.
Who’s going to manage the process?
Online Freelancer Local Agency Downtown AgencyUS$0
US$50
US$100
US$150
US$200Hourly Rate
You manage process. They manage process.
your new brand.
5. Launch...
Next steps.
Next steps.
• Establish operations and customer service systems that support your brand promise (ensure the cake tastes as good as it looks).
Next steps.
• Establish operations and customer service systems that support your brand promise (ensure the cake tastes as good as it looks).
• Plan the roll out of all of the items on your inventory list. They don’t all have to happen at once, but should happen as quickly as possible (within one year).
Next steps.
• Establish operations and customer service systems that support your brand promise (ensure the cake tastes as good as it looks).
• Plan the roll out of all of the items on your inventory list. They don’t all have to happen at once, but should happen as quickly as possible (within one year).
• Set a date to launch the rebrand internally, prior to the external launch.
Next steps.
• Establish operations and customer service systems that support your brand promise (ensure the cake tastes as good as it looks).
• Plan the roll out of all of the items on your inventory list. They don’t all have to happen at once, but should happen as quickly as possible (within one year).
• Set a date to launch the rebrand internally, prior to the external launch.
• Set a date for an external launch.
Next steps.
Next steps.
• Announce the rebrand with a Press Release to your customers, prospects, local and industry news.
Next steps.
• Announce the rebrand with a Press Release to your customers, prospects, local and industry news.
• If you’re not using an agency, appoint a Brand Manager within your organization to be responsible for ensuring all contractors, freelancers and staff follow your brand guidelines going forward. (maintain your brand).
Questions and discussion.
Questions and discussion.• Who’s gone through a rebrand?
Questions and discussion.• Who’s gone through a rebrand?
• Who’s considering rebranding?
Questions and discussion.• Who’s gone through a rebrand?
• Who’s considering rebranding?
• What is your biggest fear going into a rebrand?
Questions and discussion.• Who’s gone through a rebrand?
• Who’s considering rebranding?
• What is your biggest fear going into a rebrand?
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