19 Questions That Every Rebrand Needs to Ask

-
Rebranding is not easy nor inexpensive. It is more than just creating a new logo because your old one looks...well.. old. Rebranding is done to relaunch, reposition, or reintroduce a brand that has gone changes. This could be recovered from a mistake that resulted in the loss of trust, a merger with another company/entity, or another change that requires you to reintroduce yourself. Another major reason may be that you haven't updated your brand in years and as a result, you have seen a loss of sales or attention and it is time to reposition to help you grow and thus you need to reintroduce yourself.


When deciding to rebrand, I have 19 questions I ask to help organizations to clarify their reasons to take this action.

  1. Why are we doing a rebrand?
  2. What problem are we attempting to solve?
  3. Has there been a change in the competitive landscape that is impacting our growth potential?
  4. Has our customer profile changed?
  5. Are we pigeonholed as something that we (and our customers) have outgrown?
  6. Does our brand tell the wrong (or outdated) story?
  7. What do we want to convey? To whom?
  8. Why should anyone care about our brand?
  9. Have we isolated exactly who should care about our brand?
  10. Have their needs, or the way they define them, changed?
  11. Are we asking our customers to care more about our brand — and what it means — than we do?
  12. Is our brand associated with something that is no longer meaningful?
  13. Is our brand out of step with the current needs and desires of our customers?
  14. Are we leading with our brand direction?
  15. Are we following with our brand direction?
  16. Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary) ?
  17. Will this solution work in 5, 10, and 15 years from now based on what we can anticipate?
  18. Have we assigned some committee to manage the project versus someone (or at most, two people) who is/are focused, inspired and can lead?
  19. If we were starting our business today, would this be the brand solution we would come up with?
Ask yourselves these questions to help you with the process.

Related Articles

Comments

  1. Vicky RamMarch 1, 2019 at 11:22 AM

    I am happy to find this post Very useful for me, as it contains lot of information

    Article submission sites
    Guest posting sites

    ReplyDelete

Post a Comment

Popular posts from this blog

Top 10 articles of the week of October 8, 2017

-
Image
Every week I like to provide the top content that had a good reaction and I feel capture what is good for those in Digital Marketing, Digital branding and building a business. Here are the top 10 articles for the week of October 8 to October 14th. 10)  Content Performance I have met companies and organizations that create content but do not actually Digital Doughnut provides an report on content performance. 9)  15 Email Ideas You Should Send to Your Subscribers (Without Boring Them To Death) Who loves getting marketing mails? I only really like a few I get but most bore me to death. These ideas can help you succeed so you can have greater conversion and build a better relationship with your fans or customers. 8)  How to Create a Pay Structure That Promotes Team and Company Growth Great insight and ideas for how to create a modern sustainable structure with an example of how Microsoft changed. 7)  Burger King Trolls McDonald’s With a Hilarious Ad at Screenings of ‘It’ The
Read more

Battles, Blasts, and Coca Cola: The Intergalactic Adventure

-
Image
I wanted to see if I could create a sci-fi story that revolved around a product that Midjourney usually sucks at creating. But this time... hey... not bad Prompt:  Create an action-filled sci-fi story about two people drinking Coca Cola Here we go "Battles, Blasts, and Coca Cola: The Intergalactic Adventure" In the year 2249, humanity had long since colonized other planets in the galaxy. Among the pioneers were two scientists, Dr. Ava Lee and Dr. David Chen. They had just finished an experiment on a distant planet and were taking a break in their spaceship.  Dr. Lee took a sip of her Coca Cola and sighed contentedly. Dr. Chen grinned at her. "That good, huh?" Dr. Lee nodded. "It always hits the spot. You want some?" Dr. Chen shook his head. "Nah, I'm good. I'm more of a Pepsi guy myself." As they bantered back and forth, an alarm blared through the spaceship. They scrambled to their feet and rushed to the control panel. A message blinked
Read more

The modern life of Disney Princesses: Happily ever after? Part 1

-
Image
This week I am going to Disneyland with my family. We go almost every year and though my kids are no longer small, it is still one of my favorite things to do.  This brings me to my next adventure in AI. Imagining Disney Princesses as middle-aged women in modern society. I used ChatGPT to create the story imaging these princesses as modern middle-aged suburban wives and then asked Midjourney to supply some portraits to help our imagination. Once upon a time in ideal suburbia... "Snow White and the Seven Kids: A Modern Fairy Tale"   Snow White Once upon a time, there was a stressed-out middle-aged suburban housewife named Snow White. She had seven children, a husband who worked long hours, a broken-down minivan, and a waistline that seemed to expand with every passing day. Her once youthful beauty had faded, and she struggled to manage the daily demands of running her household. Snow White's days were spent shuttling her children to school and extracurricular activities, g
Read more