My company recently completed a branding overhaul. The new brand was unveiled after nearly two years of research, deliberation, and creative execution. In the end, everything came together, but it was a challenging process.
For others contemplating such a change or for the merely curious, here are my 12 most crucial prerequisites of a brand overhaul.
1. Get leadership on board
Because a brand reflects the identity of an organization, competitive and unique differentiation will occur only when leadership is fully engaged and supportive of the process. To the greatest extent possible, enlist leaders to participate in interviews and workshops and share perceptions around branding and business strategy. Make sure leaders are prepared for uncomfortable assessments, and persuade them to stick it out. Finally, educate leaders so they will be able to explain in their own words why the brand is important for the organization and its employees.
2. Explain brand