Big barriers to rebranding? Ask yourself this…
For businesses with a large physical presence such as multiple bricks and mortar locations, signage, trucks and manufactured products rebranding can have big implications in terms of the cost and resources to complete implementation. If this is a barrier for your business ask yourself this….
Branding Before Breakfast Ep 200 Big barriers to rebranding? Ask yourself this…
Morning. I’m Jodie, I’m the MD at Tiny Hunter. We work with many different kinds of businesses. Some of them are quite digital, in terms of their products, services, their presence. And some of them are very physical, as in they’ve got nationwide locations with signage and trucks and maybe they manufacture products. When those kind of companies ‘are going to go into a rebrand phase, it’s really the initial cost of the strategic brand work and the identity work is nothing compared to the cost of rolling it out across the business. So obviously you want to get that first part right. But you know, for many it’s a barrier when they think about that transition phase maybe 12 months or so where they’re working at bringing all of the new brand across all of their assets. We’re working with a client like this at the moment and we were discussing this very topic, and one of them said, “If you could wave a magic wand and be three years down the track, what decision would you be making?” He was posing this to the rest of the business, and it’s a really powerful way to think about things. Because yes, it’s going to be an expensive exercise, it’s going to take resources, it’s going to take time. But three years down the track, it’s going to be behind you. And then you’ve got a brand that truly represents everything that you are, really connects with you customers, shows them why you’re different and why they should care and sets you up for the long term. And hopefully we’re all in this for the long term.
So I think if you’ve been sitting on this idea of rebranding for these reasons, then it’s just a great question I want to give to you today. If you could wave a magic wand and be three years down the track, what decision would you make?
That’s it from me, it’s time for brekkie.
Written by: Jodie de Vries
Published: October 2, 2024