The rebranding process can be a huge success or a major fail for your organization.
One of the biggest mistakes an organization can make when they consider the rebranding process is to take it in-house. Rebranding can not be effectively preformed internally for the main reason of too much introspection. It is too hard to effectively evaluate what is working and not working for your organization currently.
Often organizations don’t really know how their brand is perceived with their target market. The rebranding process has to start with the goal of what really does the organization stand for and how they wish to be perceived. This always has to go back to the mission and vision of the organization.
An effective rebranding process will include: company evaluation of mission and vision, research of competition, polls and surveys, internal vetting of the current brand perception, proposals and implementation. Even after the rebranding process is complete there needs to be an evaluation of the effectiveness and perception of the new brand. Gap as an example made a huge mistake in their last rebrand of their logo. They quickly made a public statement just before switching back to the current logo and brand identity.
Blackstone Media, a Fort Lauderdale website design and marketing firm, has a niche in the rebranding process and start-up creation for all kinds of companies and non-profits. For a free evaluation of your current brand please contact us.