Rebranding represents a significant investment of time, effort and money. It pays to make sure that the reasons for making the decision to rebrand are good ones.

 

But it can be hard to be objective when you are embedded in an organisation, so for today, let us be that calm voice of reason. Sometimes it really is OK to say no. And while we can’t always help make the sensible decision (fact is, we’ll fight you for that last slice of cake), we are able to honestly tell you if you are embarking on a rebrand for the wrong reasons.

 

Here are some classic examples of injudicious rationale that we have encountered.

     

  • Because other brands did it. Because your competition rebranded.. A marketing department with a healthy level of self-awareness will know that what is right for one organisation isn’t necessarily right for another. And that standing out from the crowd doesn’t just mean offering a unique service, but a brand that isn’t a facsimile of the competition too.
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  • Because the brand hasn’t changed for a while. It’s old. This ignores the adage of ‘if it ain’t broke…’, and seems to suggest that the (necessary) cold blooded cost-benefits-analysis hasn’t been done.
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  • Because a client (or friend or slightly tipsy uncle) mentioned they thought you needed a refresh. Repeat after us, ‘you will not please all people, all the time’. All any feedback should do (positive or negative) is be filed until you receive enough to make an even-handed decision. If a few people tell you your brand, or any element of it, looks tired, then you need to sit up.
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  • Because one internal VIP got bored of the brand and wanted it changed. For the same reasons as above, wait till you get get a wider selection of relevant opinion before you make any radical decision. A considered ‘no’ is worth it’s weight in gold, so reiterate this point: that the internal perspective of a brand is important, but nowhere near as important as the external current/prospective client perspective.
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  • Because the new marketing director wants to put his stamp on the organisation. Same as above, if your clients like what you do and how you communicate with them, then you need to question the rationale of any change.

 
We have mentioned it several times already, but it’s such an important point we’ll finish by repeating it: put your current and prospective audience first. Don’t lose sight of how any rebrand will affect them, and the communication efforts you’ll need to retain them.

 

There are of course plenty of times when a rebrand isn’t just a good idea, but necessary for organisational development. Stay tuned for a post detailing these red flag moments, or get in touch today to find out whether a rebrand would be a good idea for your organisation.