Ingredients for a successful rebrand
Great work comes from strong collaboration – here are the essential ingredients your organisation needs to embark on a successful rebrand project.
Branding Before Breakfast Ep 121 Ingredients for a successful rebrand
Morning. I’m Jodie, I’m the MD at Tiny Hunter, and I want to dig in today, what do you need from the organisation’s perspective for a successful rebrand project, people spend a lot of time thinking, they need the right agency and those sorts of things, but actually, it’s a two-way street.
So, any great work comes through collaboration. What you need is, a key resource that is going to be the champion or the lead for the project. They are going to be the ones that are going to wrangle everyone internally, make sure they’ve got consolidated feedback and basically liaise with the agency on a day-to-day basis. So, you really need that resource.
Also, very important is stakeholder access. So, stakeholders aren’t necessarily going to always be aligned because this body of work can really help to achieve that alignment, but we do need them involved because what can happen if stakeholders aren’t aligned or aren’t involved, you might get three quarters of the way through the project and then someone might step in and then it could get derailed.
So, really important having the right stakeholders involved at the right time. Also, budget. Now, with the budget, you really have to think about the long term. So, repositioning an organisation or refining the positioning of the organisation is a huge impact on the long term growth and success. So, when you look at the budget, it might feel painful if you look at it with a short term lens, but if you look at it with a long term lens, it is definitely going to be worth it. So, you’ve got your budget, you’ve got your internal resource, you’ve got your stakeholders lined up and ready to be involved then, of course, you do need that awesome agency. You need an agency that works strategically. There should be a large body of work before you even think about what the brand is going to look like.
They need to be asking you tough questions about who you are, where you’re going, your problems, your challenges, your audience, and really nailing the positioning before looking at any of the expressions of the brand. If you’ve got all of those ingredients, you will have a successful rebrand project. That’s it from me. It’s time for brekkie.
So, maybe I’ll see you in the gym.
That’s it from me. It’s time for brekkie.
Written by: Jodie de Vries
Published: August 23, 2022