Rebranding

Part 3:

The Plans

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Rebranding is an involved,

complicated, sometimes

overwhelming process

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– and we knew that overwhelm could derail

everything if we were not on top of what

needed to be done, who needed to do it,

and by when.

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The first stage involved a significant amount of

brainstorming and research. We wanted to

answer questions like:

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What are our goals?

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Who are our existing customers?

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What should our target markets be?

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Who are our competitors? (not a

simple question, actually)

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Why should prospects buy our

products?

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What are we known for now?

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What do we want to be known for in

the future?

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How do we/should we communicate

with our customers?

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How do we/should we communicate

with our prospective buyers?

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Where is our current branding

working?

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Where do we need to improve our

branding and why?

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We used Skype for weekly voice meetings, and

also for almost daily communication of

thoughts and ideas as they occurred to us.

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It quickly became clear that we needed a way

to collect all the brainstorming ideas and

research in one place, and the obvious

solution for that was to open a shared

Evernote notebook.

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Each time we discussed a new topic,

no matter how small, we opened a

new note in our Evernote notebook,

making sure that any headings were

clear and descriptive.

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Each person added to the notes in a different

color so we could immediately see what

each of us was thinking. That’s a small detail,

yes, but it made it so much easier to follow

discussions and changes.

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By the end of the rebranding process we had 36

separate, incredibly detailed notes on

everything from rebranding plans to video

scripts, business cards, color schemes,

competitors, customer surveys, our value

proposition, market research, and much

more.

contentsparks.com

After the brainstorming and research stage, we

started to move forward with all the

marketing collateral and content we needed

to create.

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That included the logo, new content sections for

the website, social media profiles, business

cards, free content for opting in to our list etc.

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All the content went through several

drafts and revisions.

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During this stage we were using Dropbox

extensively to note changes and to

collaborate on texts and visuals.

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Once we were approaching the launch date,

we added another tool to help us manage

the enormous mountain of details that we

needed to track and implement.

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Asana was essential in helping us maintain order

and not lose sight of the smallest checklist

items.

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Great communication was key to planning and

implementing the rebranding project.

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With team members and our rebranding

consultant based in different countries, in

different time-zones, we needed to keep a

tight hold on what we were discussing, what

had been decided, and how we were

moving forward.

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Using Skype, Evernote, Dropbox and Asana

made the whole process flow beautifully.

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In tomorrow’s post we’ll share some of the

specific thinking that went into choosing our

new name, and how that influenced the rest

of the rebranding process.

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