An insider’s look into rebranding (the good, the bad & the ugly)

The most profitable companies in the world all have a single thing in common. They have established themselves as a

leader in their particular industry - they have built a strong brand.

■   build  trust  ■   communicate  a  promise  

■ help  customers  understand  what    they're  buying  

■ give  a  consistent  experience  

GOOD BRANDS:

■ Brands  make  smaller  businesses    stand  out  from  the  crowd    

■  Encourage  confidence  and  trust    

■ Demonstrates  uniqueness  

NOT JUST FOR BIG BUSINESS

In which store would you find luxury, gourmet chocolates?

■  To  gain  compe@@ve  advantage  and    s@mulate  growth  

■  To  reflect  changes  in  innova@on    or  business  growth  

■ Reposi@oning:  Your  customers’    needs  have  changed  

WHEN TO REBRAND?

■ Ask  customers  what  they  like  best  about  doing  business  with  you  

■ Do  a  compe@@ve  scan    

■ Determine  how  your  brand  is    being  used  and  how  it  will  be  used  

■ Determine  your  business’  exper@se  and  organiza@onal  traits  

HOW DO YOU START?

■ What  do  customers  like  best  about    doing  business  with  us?  

■ Who  else  do  they  buy  from?  Why?  

■ How  do  we  use  our  brand  now?    Where?  When?  

■ How  do  we  describe  ourselves?  

■ How  do  we  want  to  be  perceived?  

5 QUESTIONS TO DETERMINE EXPERTISE

ORGANIZATIONAL TRAITS

Which of these companies would you use for their online marketing services?

■  People  have  emo@onal  responses  to  par@cular  colours,  shades  and  @nts  

■  Should  reflect  your  brand  values    

■ Don’t  send  mixed  messages  

VALUE BASED COLOURS

■ Organic,  natural,  fresh,  growing  

■ Fun,  friendly,  warm,  mellow,  retro  

■ Hot,  passion,  powerful,  radical,  bold  

■ Mys@cal,  decadent,  roman@c,  elegant  

■ Cold,  smart,  medicinal,  calm,  trus@ng  

VALUE BASED COLOURS

Process in action

Example:  

The  “exper@se  trait”  is  golf  which  will  be    the  content  of  the  logo  symbol;    

the  “organiza@onal  traits”  are  established,  high-­‐end  and  warm  which  will  translate  into  a  

tradi@onal  design  with  a  modern  edge.    

VERBALIZE YOUR FINDINGS

■ How  well  is  it  based  on  your  established  credibility  traits?  

■  Can  it  be  reproduced  on  the  media  that  you  select  to  adver@se  your  product?  

■  Think  about  style  durability,  will  it  look    good  next  year?    

EVALUATING DESIGN OPTIONS

BRAN

DS

■ Do  your  homework  

■  Engage  internal  stakeholders    

■  Establish  a  set  of  brand  guidelines  

■ Quality  of  applica@ons  should    reflect  brand  values  

■ Monitor  your  compe@tor’s  brand  strategies  

 

BRANDING TIPS

Logo usage Font Types and styles

Colour palettes Application usage

BRAN

D GU

IDES

■  brandingserved.com  

■  logodesignlove.com  

■  iden@tydesigned.com  

■  behance.net  

BRANDING RESOURCES

BRANDING STARTER KIT

Branding Starter Kit Step 1Use the following questions to determine your organization’s expertise trait.

1) What do customers like best about doing business with us? ____________________________ _________________________________________ ____________________

____________________________ _________________________________________ ____________________

2) Who else do they buy from? Why? How can we be different? ____________________________ _________________________________________ ____________________

____________________________ _________________________________________ ____________________

3) How do we use our brand now? Where? When? ____________________________ _________________________________________ ____________________

____________________________ _________________________________________ ____________________

4) How do we describe ourselves? ____________________________ _________________________________________ ____________________

____________________________ _________________________________________ ____________________

5) How do customers describe us? ____________________________ _________________________________________ ____________________

____________________________ _________________________________________ ____________________

Step 2What are your organizational traits? What words best describe and represent your organization? Then pick your top 3-5 which best represent you.

1) _____________________________ ____________________

2) _____________________________ ____________________

3) _____________________________ ____________________

4) _____________________________ ____________________

5) _____________________________ ____________________

6) _____________________________ ____________________

7) _____________________________ ____________________

8) _____________________________ ____________________

Examples:

modern, progressive, traditional, established, exciting, reliable, trendy, cutting-edge, stable, small, local, innovative, quality, futuristic, hand-made, energetic, responsive, competitive, progressive, dynamic, responsible, friendly, Canadian, world-wide, conservative, honest

Step 3Verbalize your findings. You should now be able to visualize what your new brand will look like.

My “expertise trait” is __________________________ which will be the

content of my logo symbol; my “organizational traits” are

________________________________________ which will translate into a

______________________________ (contemporary, traditional, futuristic, retro, etc) design.

Thank you.