The Incomplete Rebrand: A Cautionary Tale

Quite simply put, rebranding is an important journey for an organization to take on. Rebranding requires a commitment to consistency so it can be done properly or not at all. Sounds severe but the consequences can be just that! Believe me – I’ve seen it! In fact, I see it all the time. The logo doesn’t match the vehicle wrap. The website doesn’t match the brochure.

Many companies make the mistake viewing rebranding and its outcomes as just a series of design changes, when, in reality, it is a fundamental cultural shift within the organization. This cultural shift requires research, thoughtful analysis, strategic insight and commitment all levels of the organization for it to be a success.  Professor Cynthia Montgomery, of Harvard Business School, explains it so succinctly in her video “Rebranding Strategy: Why traditional Strategy Planning Needs a Makeover” – a must-watch!

Companies must make sure they have the capacity and resources to see the process through properly to the end. And there must be continuous, consistent communications with all stakeholders.That means pulling together all of your materials: website, brochures, business cards, letterhead, trade show booths, internal communications, press releases, social media properties—anything people will see that is related to your company – and ensuring they are consistent!

So drop us a line if you’re thinking of rebranding and we can walk you through it!