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Rebranding
Posted By: swatichavare* on 5/19/2004 3:36 AM (CST) 250 Points
Would like to know how to go about throught the process of rebranding internally that is within the organisation then externally intimating customers?

Posted by: Amir Accepted Answer
5/19/2004 6:29 AM (CST)
Please explain your problem in a bit detail.

Amir
 
Posted by: swatichavare* Author Response
5/19/2004 6:54 AM (CST)
Thnks Amir for yur response. As suggested by u telling u in detail about my query. I am looking for info on if i have to market my rebranding to my customers or outside world how to i start with. for eg u may through press release, but to my customers how do i convey the message of rebranding?? I hope my query is clear.

Pls help if u can.

Once again thnks.

regds,

Swati
 
Posted by: VanSmick* Accepted Answer
5/19/2004 7:38 AM (CST)
The process of rebranding is the same internally as externally -- the only difference is your direct request for employee support in building the brand. The process is:
- You need to understand what the brand perception is of the target audience
- You need to have a clear understanding of the brand promise -- the unique value proposition the brand offers to the target audience
- You need to have a clear understanding of the brand personality

From there you need to build a communication to the internal audience that lays out
- What the brand promise is
- What the brand personality attributes are
- Why it is critical for them to become brand ambassadors
- What they should do and say to be brand ambassadors

Some of the ways of communicating this to employees could include articles in any internal newsletters or websites, presentations at company meetings, or enlist all of the management in conveying the messages to their groups.

At one company, I utilized all of the channels listed above and I created a "Message Board" -- a one-page chart that showed the brand promise, personality, key messages and supporting factoids. This was emailed to every employee. Then my staff and I visited various facilities to conduct "Pop Quizzes". We'd stop employees and ask them questions about the info on the Message Board. If they answered correctly they got $5. Within 6 months of starting the campaign nearly every employee knew the brand promise, personality and key messages.

Hope this helps
Van
 
Posted by: Jett* Accepted Answer
5/19/2004 7:40 AM (CST)
I think you should either contact or await the response of JBtron. He's the pro in this area!
 
Posted by: Jett* Accepted Answer
5/19/2004 7:44 AM (CST)
I think you should either contact or await the response of JBtron. He's the pro in this area!

Rebranding is not something you announce, you just do it. But not before extensive research, customer surveys etc to justify such a leap.

Why are you rebranding?

Thanks!
 
Posted by: VanSmick* Accepted Answer
5/19/2004 7:46 AM (CST)
You have posted the same question in two places. Perhaps the moderator can delete one of them for you.


The process of rebranding is the same internally as externally -- the only difference is your direct request for employee support in building the brand. The process is:
- You need to understand what the brand perception is of the target audience
- You need to have a clear understanding of the brand promise -- the unique value proposition the brand offers to the target audience
- You need to have a clear understanding of the brand personality

From there you need to build a communication to the internal audience that lays out
- What the brand promise is
- What the brand personality attributes are
- Why it is critical for them to become brand ambassadors
- What they should do and say to be brand ambassadors

Some of the ways of communicating this to employees could include articles in any internal newsletters or websites, presentations at company meetings, or enlist all of the management in conveying the messages to their groups.

At one client, I created a "Message Board" -- a one-page chart that showed the brand promise, personality, key messages and supporting factoids. This was emailed to every employee. Then my staff and I visited various facilities to conduct "Pop Quizzes". We'd stop employees and ask them questions about the info on the Message Board. If they answered correctly they got $5. Within 6 months of starting the campaign nearly every employee knew the brand promise, personality and key messages.

With external customers you would use all the "customer touch points" -- i.e. any communication or experience the customer has with your company. That would include press releases, advertising, newsletters, websites, the product and product packaging, customer service, buildings and signage, stationery, trucks, etc etc etc

Hope this helps
Van
 
Posted by: JBtron Member Response
5/19/2004 12:11 PM (CST)
swatichavare,

I must thank my colleague Jett for the kind words about my expertise.

Regarding your plight, VanSmick is on the right track.

The process of REBRANDING is difficult, time consuming, and expensive. SO MANY different considerations go into a REBRANDING project, that the company, from a top-down perspective, MUST BE COMMITTED TO DOING IT, otherwise it will fail.

I’ll need more targeted info to help you, so here are a few questions that, if answered, will help direct the solution you present to us.

To begin with, WHY do you need to rebrand? Competitive challenge? Falling sales? Market shifts? All these point to different methodologies on how to rebrand.

Secondly, you is your current brand a well-known brand? To the WORLD? Your COUNTRY? Your INDUSTRY? The answer will also help the solution here.

To quote an anonymous source: YOU CAN’T KNOW WHERE YOU’RE GOING IF YOU DON’T KNOW WHERE YOU ARE. This points to market research as a “gut-check” to the question of rebranding, because in about half the cases I’ve seen, REBRANDING was NOT the best solution to their needs, but because everyone internally THOUGHT it was the way to go, that’s what they did. In many cases, it didn’t go as planned.

Market research with you existing clients and potential clients would be my first recommendation. Get the right moderator and questionnaire to help identify your actual VISUAL BRAND EQUITY: those elements of your identity that are recognizable among your target audience and those that are not. Test them for color, shape, graphic treatment, tagline, overall brand and to assess your Core Proposition and Brand Personality. All these will indicate whether rebranding is the right move.

SO: let’s skip the details and say: OK – we’ve done the research and the assessments and DO need to rebrand. Let’s say the rebranding is DONE, and it’s time to roll it out. Here are a few thoughts:

INTERNAL FIRST: Your employees are the best resource you have to make the rebranding work well. What you need to do is explain it to them in a way that they become your Product Brand Champions and take your new positioning to the World. One method is to have a Brand Launch Event. A large luncheon or SOMETHING where you can gather all employees into one meeting. EXPLAIN THE CHANGE, WHAT IT MEANS TO THE BUISNESS, WHY YOU’RE DOING IT, AND WHAT THE NEW BRAND IS ALL ABOUT. Make sure they all understand the whys and wherefores of the rebrand. Then LET THEM TAKE IT TO THE WORLD via the way they answer the phones, their conversations with your vendors, their families, their neighbors, everyone. Over time, they will become staunch advocates for your new brand, and will make it work throughout the organization.

The EXTERNAL launch would, therefore, become that much easier, with everyone internally on board. Whatever you decide as your rebrand launch tactics: press release, party, advertising, public relations, all of the above, etc, would be bolstered in the market with everyone in your organization ALIGNING BEHIND the new brand.
[PLEASE NOTE: the distinction of ALIGNING BEHIND an idea versus AGREEING WITH IT: one says I support the idea even though I may not personally LIKE it; the other is I agree with it. This difference will pay off over time, because you can get almost everyone to align behind an idea; AGREEING with it is more difficult.]

I HOPE I’ve answered some of your needs. GET IN TOUCH if you need additional guidance, or POST MORE INFO HERE and get the full benefit of the Know-How Exchange!

Best,

::JBtron
 
Posted by: aosterday* Member Response
5/19/2004 1:05 PM (CST)
try this link:

http://www.marketingprofs.com/ea/qst_question.asp?qstID=1430
 


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