25 Jul 2016

5 Things to Know Before You Rebrand

by Paul Adams

When the word ‘brand’ is mentioned, what does it mean to you?

Logos and Tag Lines

We get many company leaders who come to us and want a brand “refresh” or want us to help them “rebrand” their company. Here’s the problem: Often, all they want is a new paint job on an old company. Worse, they expect the paint job to make everyone feel great about the “new direction” of the company.

What direction? What really changes when they go from green to purple and put a cool little “swoosh” design on the logo?


When you really think about it, if a new direction is needed, then maybe there are some foundational issues that can be adjusted/fixed to steer into stronger, healthier growth. Perhaps not, but if you’re thinking of rebranding, it’s worth digging a little deeper into who you are, who you want to be and what you’re trying to accomplish.

What Your Brand Really Is

Because in reality, your brand is how people experience your company or product. And, yes, that includes the colors, logo, tag line, etc. But it also includes the product experience, the experience people have with your website, the customer service experience and any touchpoint or place they interact with your company.

While updating, evolving and elevating the look-and-feel of your company is vital—periodically—to keep it modern, relevant and on strategy, it doesn’t replace some of the other fundamentals that must be done in rebranding.

The 5 Things to Know

A few things to know before you undertake a REAL rebranding effort:

#1: How does the internal team feel about the company?

What is going on internally? What is working? What isn’t? What do you need to stop doing and what do you need to start doing? Is your message clearly articulated and communicated?

#2: How does the “external” team feel about the company/product. (This will include your distributors and customers.)

What are the external dynamics impacting the company? What trends are happening in the channel, in the category, and how are your customers and distributors changing and evolving? Which of their needs can you serve?

#3: Where do you want the company to be 3 to 5 years from now?

What do you do better than anyone else? What is your competitive advantage? How can you build on it?

#4: Which key tenets of your company are NON-negotiable? (In other words, what will you fight for unwaveringly and never compromise on?)

For example, if you are a nutrition company, is “organic” or “natural” of utmost importance to you? Would you NEVER accept a product if it didn’t meet one of those predetermined criteria?

#5: What sort of atmosphere/culture do you aspire to have for the company?

All of these questions and dynamics will work to inform and support your brand strategy.

Beginning Your Rebrand

If you’ve decided it’s time to rebrand, then take your time. Be patient. Do it right.

A thorough analysis and a real plan to achieve the long-term goals for the company will be far more beneficial than putting another coat of paint on the same old thing.

If you are considering a rebrand, Click HERE and download our guide to branding, Simple Brand Strategy: A Guide to Defining and Developing Your Brand. It’s an incredible tool that will help guide your efforts.