Most rebranding is actually just a refreshing of a logo, holding on to sacred cows without meaning.
Rebranding Rule #1 Don't Hold Back
That’s not rebranding. That’s spitting into the wind.
Rebranding Rule #2 Step Back
Throw everything you know about your current brand out the window.
Every industry believes it is unique. But the end result of any rebranding is still the same: Understanding human behavior.
Rebranding Rule #3 Focus on the Competition
Focusing on current customers leads to the stale refresh of a brand rather than something designed to steal market share.
It’s the customers of your competition that you are looking to attract. And, right now, they are ignoring you.
Rebranding Rule #4 Test Precepts
Our actions as humans are driven by our belief systems. Our wants and needs come from a belief.
Usage and attitude studies rarely tell you anything that you already didn’t know.
Rebranding Rule #5 Be Prepared
Rebranding means taking a hard look at how the brand is currently performing – and the news is usually not good.
If the news is all good, that means this is as good as it gets. The goal of rebranding is to re-emerge stronger.