If You’re Going to Rebrand, for Heaven’s Sake Do It Right

March 17, 2016

If I had a dollar for every time someone failed at rebranding, I’d be extremely wealthy. Unfortunately, the only thing I get from watching a failed rebrand is a bad taste in my mouth, and the desire to step in and save the day. When one thinks of marketing, hero/heroine doesn’t exactly come to mind. However, the way some rebrands are done, I could very well be thought of as a heroine: The Keen Squad there to save the day. To my regret, I don’t have the ability to step in every time I see a rebrand gone wrong. What’s worse, the owner of a failed rebrand doesn’t always see it. That person relied on the expert advice of the company hired to do the rebranding, and he/she has no way of spotting a disaster in the making.

Why it happens:

  1. Lack of knowledge- Is your IT guy in charge of hiring the marketing agency? The IT guy must know about the digital marketing, right? He can certainly help hire the right digital agency. How about that relative that took a few marketing courses in college? She’d be great help. If you lack the ability to distinguish a good marketing agency from a bad one, then hire a marketing consultant; heck, hire two if you need to. This is an extremely important decision, so don’t trust just anyone. There are key factors that need to be considered when you hire an agency, and if your knowledge on the subject is limited, you might end up throwing money down the drain and suffering from insomnia.
  2. Lack of understanding- If you don’t understand the significance of a good brand and how to accomplish it, you’ll have to rely heavily on your marketing agency or your consultant if you’ve hired one (or two, as previously stated.) Launching a new brand is a pretty big undertaking, and it will require a plan, a GOOD marketing plan. You’ll need to thoroughly prepare and cover each piece of the puzzle. The goal of a rebrand is to strengthen your brand, not weaken it.
  3. Lack of insight- If you don’t know your audience, you can completely miss the mark. Do you like blue over pink? That’s great, but your preference might not resonate with your audience. That’s why a good rebrand starts with a lot of research, an evaluation, a study, and a plan. So much has to go into rebranding for it to be a success. If you don’t understand your audience, rely on your consultant and your marketing agency to guide you. But don’t leave it all in their hands. It’s your business, and you need to know what will resonate with your audience and in your geography.
  4. Lack of funds- If you don’t have the money to invest in a rebrand, don’t do it!  To do a proper rebrand requires the money to create it and to launch it correctly. If you don’t have the money to hire the right agency, wait until you have the investment funds available. The old saying “you get what you pay for” is spot on when it comes to a marketing agency. If you pay very little, all you will get is a logo, not a brand. A brand is everything, from the way your company answers the phone to every piece of collateral it creates. It is your company’s identity. Do you really want to leave that in the hands of someone that isn’t going to put much  thought into it? Yes, you will have a new logo — mediocre at best— but it will not help you savor the sweet taste of success.

If you are thinking of rebranding, give us a call for honest evaluation of your branding and marketing and learn more about what we can do for you.