(DIRECTOR'S CUT:) Stuck Inside The Strategic Thinking Matrix? Unedited, expanded, with Q&A
Why are so many business task doomed? Why do smart business people get stuck? UNEDITED, with discussion among some smart marketers…
WHAT IS A REBRAND?
WHAT IS A BRAND REFRESH?
No need to get too hung up on precise definitions here — branding, rebranding and a brand refresh are on the same continuum. But some perspective is valuable.
We define a "rebrand" very flexibly, because we appreciate that people think about these differently, and one size doesn't fit all. You may need more or less of a change. It could be strategic, brand image, enhancing features and packing of your products and services, or other shifts of substance and style.
There is a Continuum of your business interests you might want to consider and the degree to which you do a "rebrand" or a brand "refresh" really depends on the company, the changes you've been going through or want to make, and a variety of other circumstances.
As with the other branding work we do… we don;t take this responsibility lightly. And your company shouldn't jump from the frying pan ito the fire.
We can help you think it through.
As consultants in the branding process we're often asked how a new look helps with sales. It only helps some, it might freshen up an old look. However, a "rebrand" should not be purely superficial, like painting a fence. When done well, it shifts substance and perception.
And you can screw up by taking "quick fix" action capriciously.
Components may include…
overall brand positioning
tweaking products and services
website architecture and design
sales and customer service interactions,
social media branding and messaging
all presentations ( sales, speaking, executive, investors)
product/service delivery, customer experience
or anything else relevant that tells people who you are, what you offer, or why they should want to engage with your business.
When we take into account your changing market,,,"where you're at"...as well as where you're going... you can preserve brand equity, and make your brand far more effective and profitable in your field.
And the best part of your PowerReBrand? It's built on the shoulders of PowerBranding!
REBRAND or REFRESH.…change can be tricky. You might want to take a look at this short presentation to a group of seasoned marketers, that describes some of the dynamics involved — making changes, and getting stuck — from a unique consulting perspective. ►►►