Posts Tagged ‘rebranding’

Thinking of Rebranding: First, Ask Yourself “Why?”

Tuesday, October 11th, 2016

At Strategic Communications, we have worked with companies, large and small, in a variety of industries on branding and rebranding initiatives. One of the biggest areas of misunderstanding that we encounter is that a rebranding initiative means updating the company logo and marketing materials. That’s potentially part of the process, certainly, but rebranding involves a lot more than that. Rebranding is a significant undertaking and one that shouldn’t be taken lightly. As we note in a related blog post, “Exercise caution before you attempt to rebrand,” a brand takes a great deal of time to develop, and businesses should think twice before throwing that effort away.

Having gotten that disclaimer out of the way, there are some legitimate reasons companies may need to overhaul their image. So how do you know when it’s time to rebrand? There are a few things that might justifiably point to the need: (more…)

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Rebranding? Make It Pay!

Tuesday, March 22nd, 2016

Recently, we discussed the sincere contemplation and soul-seeking that should go into any decision to rebrand your business. Entrepreneur’s infographic “The 8 Must-Follow Rules for Rebranding Your Company” notes that competition and a changing audience are two primary reasons for rebranding, and points out some successes and failures among a few big-name brands.

So, even though we’ve covered this, it can’t be overstated: think long and hard about rebranding. Still want to rebrand? Ok, here’s how we suggest going about it. (more…)

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Exercise Caution Before You Attempt to “Rebrand”: You Have Less Control Than You Think

Tuesday, March 15th, 2016

Your business’ brand is its identity to the outside world. More importantly, it’s your identity to your target audience, including your current market and your potential market. Your brand is how these audiences see you, your products and your services. It is, therefore, a fundamental part of your organizational success.

Brands are generally developed and reinforced over time. Once built, brands represent great value and should be changed only based on good, sound reasons. For some businesses, though, there may come a time when it seems like a good idea to rebrand — to toss aside your current image and pursue something new. (more…)

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Back to Branding: A 4-Step Process to Launch Your Brand Management Efforts

Monday, October 21st, 2013

Branding is a fundamental task for any business, whether large or small, regardless of industry, and regardless of how long the business has been around. Effective brands, research tells us, drive successful businesses. Get it right and you will reap the rewards. Unfortunately, although the process can seem straightforward from an “academic” perspective, the real work of branding is an ongoing process that involves all areas of the organization–and all individuals in the organization–that’s what makes it such a challenge. You’ve probably heard the expression “like herding cats”–that’s exactly what brand management can feel like, especially for service organizations.

(more…)

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