Brand relaunching. How to win.

Brand relaunching is an important part in repositioning a brand.

And everyone knows that it is necessary to reposition a brand when its meaning has lost some of its relevance and luster. Markets decide when. Not marketing departments.

So, experience teaches us that brand politics and company politics delay marketers from action. Repositioning requires internal persuasion.

However, many hate admitting their brand needs work. It is an expression of failure (for the failed). (Read about the brand relaunch elements here.)

Brand relaunching makes brand changes real

As a result, most brand repositioning aims at the target market. There is a change in color palette, logo, tag line or brand theme.

Advertising changes. Sales messages change too.

All the external elements change.

But we neglect the internal audience. When that happens, brand repositioning feels like window-dressing.

Putting lipstick on a pig.

The toughest audience

Our CEO and President, Tom Dougherty, spoke at a corporate meeting last week. His topic — “The repositioning of the parent brand.” Stealing Share defined the parent and made recommendations. All well received, too.

Then he spoke about change.

This is the main argument for brand relaunching. Get everyone on-board, and instill excitement and common purpose.

Change is our best friend

Stealing market share requires change. And Tom said as much.

“Embrace change. Adapt. Remember change is the best friend of repositioning. Why? Because competitors invest in status quo. Moving the market share needle requires changes. Changes in perception. And changes in preference. The status quo favors the incumbent.”

One of the senior executives, whom we admire a great deal, said dryly (he is always dry— it works for his unrelenting sense of humor) to a colleague, “Everybody says they like change. But would you mind terribly going first?”

That is exactly our point

His wry comment is on point. And he knew it.

We can’t pretend when thinking about brand. REAL is our only ally. Pretending to embrace change is a rebranding death sentence.

In brand relaunching, of course the marketing changes. That marks the starting point in repositioning brands. But they are far from the finish line. Only changing the marketing is as satisfying of eating only from the desert table at a buffet.

As a result, it tastes great  but makes you sick to your stomach by the end.

There is no nourishment. Little satisfaction. A meal of empty calories. This requires brand planning.

You need a miracle

Miracles are everywhere. Not supernatural events. Change your mind. So, that’s a MIRACLE.

Everything falls in line when you change your mind. That dryly gifted executive knew this to be true.

As a result, he challenges everyone to change their minds.

Real brand repositioning starts when we change internal processes to match the new reality. Brand directs policy. Policy that directs brand dies quickly in the crucible of the marketplace.

Change is emotional

Rational changes don’t win. Emotional changes win because they direct behaviors. Rational thought is the catalyst of change. Emotion is the fuel of that catalyst.

So, brand must reflect the beliefs of the target audience. A clear understanding of those customer beliefs prompts the opportunity a brand relaunch exploits.

As a result, alignment with the prospects’ highest emotional intensity creates brand bonds. And prompts change.

But it is all cake and ice cream without the kitchen staff (the company itself) on board.

Brand relaunching is a process of alignment. It’s how the company begins the cultural change that enhances brands.

So, think in terms of an internal event.

Not your usual sales meeting

God, do we hate sales meetings. Pointless drivel and false rah-rah for our team. Every sentence ends in a PowerPoint presentation with an exclamation mark.

As a result, when relaunching the brand, we all treat the launch date akin to a countdown to a rocket launch. All marketing messages aligned and on deck. Ready, set and go.

So, everything hits the market at the same time. 

Internally, the parent company must meet with the same focus by preparing the culture for the relaunched brand.

That’s how everyone knows the change is cultural. And not mere marketing.

Failure is an internal event

Are you serious? Do you believe the changes? Is everyone included? Borrowing a tone from our executive friend, “Are you willing to go first?”

As a result, dedication predicts the success of a brand relaunch and repositioning. It’s a one-to-one correlation.

So, when the company believes in the change, they change what they believe. Make your brand reposition and brand relaunching internal as well as external. It’s that important.