The decision to rebrand should be weighed carefully, as it can be a complicated and challenging overhaul for any company. Before you even think about altering your current brand, make sure you ask yourself: Who are you as a brand? What are you best known for? Does that mesh with your expectations of how you want to be perceived? Rebranding isn’t a “fix” if you don’t know what is broken or why.
Once you’ve decided to take the plunge, there’s both an art and a science to getting it right. Here are a few tips from my experiences branding and rebranding several billion-dollar companies that can help companies of any size, miniscule or mammoth, successfully tackle the process:
1. Rally the internal forces to win the external war. Although rebranding typically focuses on winning over the outside world, it’s just as important to capture the hearts and minds of those within your organization. (It is my belief that brand ambassadors start from the inside.)
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