No one likes having a checkup. It’s an inconvenient pause in your regularly-scheduled day. It typically requires time taken off of work, the indignity of a paper gown and a pesky copay. At the end of the day though, it might just improve your life. You’re forced to take a critical look at your health with the help of a qualified professional. That extra 15 pounds you put on over winter, that lingering cough you just can’t beat, a funny looking mole on your arm… all these things are easy to ignore. Sure, you’re feeling fine now, but what if a simple checkup could make life 10% better, or even 30% better?

Your brand needs regular checkups too, and at a certain point the diagnosis is going to call for a rebranding. First let’s define what a rebranding is… It’s not a major overhaul to your business – it’s more like a refinement of what works well and an elimination of the parts that are slowing you down. Rebranding is done many ways, but I’ll boil it down to a process that has proven successful in my experience.

The Prescription

First, let’s start off by clarifying that a brand isn’t a logo, product or identity, it’s a person’s ‘gut-feeling’ about a product, service or organization. In branding, the way you make people feel is as important as the thing you’re selling, and in order to plug in to that we start off by establishing a strong brand foundation. 

Where rebranding has a serious plus over your yearly medical checkup is that the rebranding process is actually fun. We take you through a series of exciting, engaging and creative workshops to discover the three critical components of a strong brand that prompts the audience reactions you’re looking for. 

Brand Essence: Internal statement that sets an aspirational objective for the brand and exists as an internal rallying cry.

Brand Personality: The unique descriptive characteristics that guide how the brand expresses itself.

Brand Positioning: A place in the mind and heart of the customer that is uniquely owned by the brand over time

The Heavy Lifting

Establishing a strong foundation allows you to apply this to the single most important communication tool in your arsenal – your website. It’s the main place where you can tell a compelling story to each of your target audiences, and it’s the first place a prospective client or employee will turn to learn more about your company.

It’s no exaggeration to say that a website and your digital ecosystem (think social media channels, banner ads etc.), are the very heart and soul of a modern organization’s public presence. All rebranding strategies eventually involve your website. Your website is built on the framework of your messaging, and it is the most critical destination to allow you to fully express your value and differentiate you from your competition.

The Long Term Prognosis

The final step in a rebranding or brand building is planning. First consider how you will launch it internally. It’s essential that your employees embrace the new brand and messaging. Their buy-in is pivotal to your success.  

Some rebranding strategies fail because they shortcut the process. Others fail because they picked the wrong partners to work with. But it doesn’t have to be that way. Start with a sound rebranding process and strategy. Find an experienced partner.

Give rebranding the attention it deserves and the rewards will follow. A well-positioned organization, that clearly communicates its brand is a formidable competitor indeed.Rebranding doesn’t have to be an ordeal. It can be an exciting journey in which you discover hidden strengths and make the most of your market’s opportunities.

Has it been awhile since your last brand checkup? The doctor is in: make an appointment today.

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Wayne Middleton

About Wayne Middleton

Wayne Middleton acts as the creative inspiration for both our client brands and the design team at large as Creative Director of Liquid’s Design Department. Wayne is collaborative and inventive, educating and challenging his team to think outside the box. When he’s not designing, our resident Brit can often be found waist deep in water trying to outsmart fish.

Published May 16, 2016