Essentials of Rebranding - Internal branding & Marketing
Once you finish the rebranding, without hesitation you may want to announce the new CIS, tell your customers, showcase the new packaging…. WAIT! There are some very important but often overlooked steps before re-launching your brand, that is internal branding, brand guideline and new marketing plans.
Inrernal branding workshop
Workshop to build consensus
workshop be hold by external concultants. The aim is to build a deeper recognition to the brand within the firm. Whether it’s the brand owner, marketing team, or the frontline employee, everyone is the brand spokesperson. Process of an internal branding workshop as below.
● Recap
Usually it takes an year or more to rebuild a brand and most people don’t understand what had happened. So you should briefly recap for them.
● Announce
Declare the new brand values and the new CI. Try to do it as if you are releasing a surprise for them.
● Dos & Don’ts
Give out brand guidelines, and go through pages to let them know how to apply the new CI in their own task.
● Brainstorming
Make groups by departments. Ask them to come up with ideas about what they can do based on the new brand DNAs. The ideas should be precise and executable. For instance, turn the idea of “ to improve the sense of esthetic” into the action “ to held monthly reading club or exhibition-visiting.”
● Celebration
Invite each groups to present their brainstorming results and encourage positive discussion. Finally, a cocktail party is the best way to celebrate and thank all the efforts of everyone!
Brand guideline
To deliver consistent image
To ensure the consistency of brand image you need a brand guideline. It systematically breaks down the abstract brand image into stories, values, logos, identity and application. Meanwhile, some possible false usages are included to avoid similar mistakes. A brand guideline is showcased in internal brand workshop, followed by design department and referred by external team such as strategic partners or advertising companies. A brand guideline should include following chapters.
- Brand Story
- About the company\
- Brand DNA
- Visual Identity
- Concept\
- Structure\
- Clear Space, Minimum Size, - Unacceptable usages…etc.\
- Color Palette\
- Color and Background\
- Typography
- Application (varies)
- Auxiliary Graphics\
- Business Card, Envelope, Email, Ads…etc.
Marketing plan
To retain and reach
Depends on your goals of rebranding, you should have two marketing plans and budgets for existing customers, or for new targets.
● Retain
Existing customers are more or less used to the old brand image. If you just show them the new identity they might feel shocked. Thus the focus is to “transfer” their emotion smoothly. You can remind them the history of the brand, tell them the reason why you did rebrand, and present the new brand nicely. Don’t forget to reinforce brand’s promises and thank them for supporting. Some personal tools like email or launch party can be considered.
● Reach
Since the new target audience have mere ideas about you, you can just introduce the brand like a whole new one. To “raise awareness” you can use social media or cooperate with other brands which the TA are familiar with, to quickly reach them.
Conclusion
Rebranding is difficult and complicated and you cannot expect a quick result. It requires the firm’s passion and determination, and the help of professional consultancy. We hope that these two rebanding articles make the process clear and you feel more confident if you are up to rebranding.
※ Extended reading: Essentials of Rebranding - Brand Equity & Key Roles
https://goo.gl/TZVr9G
