Question

Topic: Branding

Determining Whether Our Company Should Rebrand

Posted by Anonymous on 1/21/2008 at 12:58 AM ET 250 Points
Our company has been in existence for more than 80 years. For a while, we have some requests from Management to rebrand (they dislike the current logo). What steps should be taken prior to making this decision? I suggest a survey to internal employees (but what questions should be asked?) What happens when the surveys are returned? If I receive a negative response, do we stop there?
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RESPONSES

  • Posted by ilan on 1/21/2008 at 8:22 AM Accepted
    A rebrand is not a "new logo"
    That is one of the last things you do in a rebranding effort.
    Check first of all what consumers think about you, the employees are important, but they don't BUY your products, they don't EXPERIENCE your products, and their opinion is not going to make you go up and down the success ladder.
    As a brand developer, consultant and teacher for many corporations, I have developed many different levels of questions, interviews, and self managed surveys for corporations to determine what needs improvement in the marketing efforts, including the calibration of the branding efforts.
    Usually, there are many other stages that come way before we even go to the logo.
    Logo design alone is like putting lipstick on a pig...so to speak, no offense to your particular company.
    If it is considered to be the only rebranding effort, it is basically a veneer, a cover-up, an attempt to cover many other things that do not work in the brand and for the brand.
    Please connect with me outside the forum and I'll be happy to guide you.
  • Posted by Jay Hamilton-Roth on 1/21/2008 at 8:41 AM Member
    It may be time to update your logo. First, find out specifically what management doesn't like about the logo and what logos they do like the look of. Odds are, most people won't be able to be specific - they'll think the logo dated, maybe wrong colors, but not much more help than that. Having logos they do like may give you further clues to what they're looking for: boldness, simplicity, style, color, etc. Once you have a number of candidates, test it - both internally, but more importantly externally.

    Unless you have a world-class logo, slowly changing your logo from old to new won't cause you grief, and can give you a short-term boost (you can write press releases/articles describing why you changed, what's new with the business, etc.).
  • Posted by SteveByrneMarketing on 1/22/2008 at 2:47 AM Accepted
    As suggested above, more info is needed.

    Here's a link to an article on positioning and branding. Also, check out: "Positioning, The Battle for your Mind" by Al Ries and Jack Trout.

    https://www.marketingprofs.com/ea/res_detail.asp?resid=349

    Hope this helps,

    Steve
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