by Tony Spaeth

Smart marketers evolve their brands over time to keep them relevant. Some do it well, while others become the target of cynical bloggers. To gear your next rebrand for success, sidestep these all-too-common mistakes:

1. Clinging to history. Rebranding well means staying relevant. Assumptions made when the brand was established may no longer hold true. Analyze changes in target markets when exploring opportunities for brand expansion, repositioning and revitalization.

2. Thinking the brand is the logo, stationery or corporate colors. Brands encompass everything from customer perception and experience to quality, look and feel, customer care, retail and web environments, the tone and voice of communications, and more.

3. Navigating without a plan. Effective rebrands rely on a creative brief to keep everyone focused as the project progresses. Include sections for a situation analysis, objectives, target markets, budget and resources, time-frame, point person, known parameters, approval structure, stakeholders and metrics for assessing results.

4. Refusing to hire a branding consultant without industry experience. It’s ok to consider an agency that hasn’t worked in your specific industry before. Sometimes it’s ideal – especially if you’re serious about a turnaround. Smart companies recognize the value of a fresh perspective.

5. Not leveraging existing brand equity and goodwill. Dismissing brand equity when rebranding alienates established customers, while unnecessary overhauls can irreparably damage a brand’s perception. Consider the needs and mindset of the target market carefully before digging into the process. Sometimes a small evolution – or a new coat of paint – is all that’s needed to rejuvenate and make a brand relevant.

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TONY SPAETH
Identity Consultant

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