ReBranding:
It’s More Than Just a New Logo
Presented to FPRA Treasure Coast
Aug. 4, 2011
by Laura Deck Cunningham
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Agenda
•
Introduction: How Rebranding can Backfire, or What
is Xfinity anyway?
•
What Branding Encompasses: How to keep the art
critics from throwing tomatoes.
•
Why Rebrand? (What will the Village People do?)
•
The Rebranding Process — It’s Worth it.
•
Summary
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Introduction
Rebranding can be more complicated than it
seems at first glance.
Before we discuss the rebranding process,
let’s look at some examples of rebranding
logos and why more than logos are
involved.
Copyright ©2010 Charlotte Pelton & Associates, Inc.
What is XFINITY? What does it mean?
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Copyright ©2010 Charlotte Pelton & Associates, Inc.
How about Tropicana? Which branding did customers prefer?
Copyright ©2010 Charlotte Pelton & Associates, Inc.
The Gap is another example of rebranding complexity.
Copyright ©2010 Charlotte Pelton & Associates, Inc.
What the Brand (and Rebrand)
encompasses:
How to keep the art critics from
throwing tomatoes
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Branding — more than a logo
“It must extend into every area of the company including operations-that's how you ensure an excellent brand experience. In short, the
brand must be living in the hearts and minds (in that order) of
every person in the company to bring it to life. Lately there have
been too many rebranding exercises that to the public seem like
nothing more that an exercise in art. A new logo without an
associated genuine and meaningful (meaning meaningful to the
people you serve, not the marketing team) is nothing more than an
art project. And people love to criticize art. If you are thinking of
changing your brand, have a sweeping experience change to go with
it that matters big time to the people you serve. Otherwise buck up
for the art critics who will throw tomatoes.” --Kathy Heasley,
Heasley & Partners
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Branding— “sum total experience”
“Your brand is the public's sum total experience with your company,
product, or service. It's the feeling people have when they think of
your company or see some physical manifestation of it.
“It's not your name, or your logo, or your letterhead, as many believe,
although all are elements of it.
“Your brand exists in people's minds, and it doesn't really much matter
what you think of it. Only your constituency's opinions count.”
-Christine Pilch
Rebranding must be the same total experience.
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Why Rebrand?
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Why Rebrand? To rename a company what people are calling it anyway:
IBM, NPR, the Y are some of numerous examples.
(The Village People are not pleased about the rebranded Y!)
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Why Rebrand? Product Improvement to meet customers’
expectations of a great brand.
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Other Reasons to Rebrand
•
Product redesign, modernization (Burberry)
•
New strategy to set yourself apart from competitors
(Target)
•
Offer a fresh identity for a tired brand (Old Spice)
Copyright ©2010 Charlotte Pelton & Associates, Inc.
The Rebranding Process
1. PLANNING
2. MARKETING
3. EXECUTING
4. EVALUATING
Copyright ©2010 Charlotte Pelton & Associates, Inc.
The Planning Stage
•
Start with your Strategic Plan
•
Consider: Who are your Stakeholders?
•
Consult your Stakeholders: Do some Research
•
Update your Strategic Plan
Copyright ©2010 Charlotte Pelton & Associates, Inc.
The Marketing Stage
•
Create the “new” Brand
•
Create a Marketing and PR Plan
•
Test the Creative
•
Tweak and Complete
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Execution: Remember the Gap
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Execution
Very Crucial — Your rebranding can be killed at this stage!
1. Multi-layered Presentation Plan
2. Designed to Sell the Rebranding
3. Goal: Get ALL Stakeholders Buy-In
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Evaluation
Congratulations ! The rebranding is a success! Too many
companies and organizations stop here.
•
Branding is a living, organic process.
•
Keep in touch with your Stakeholders via surveys,
blogs, Facebook and other social media — getting
their feedback. Listening to their ideas.
•
Track results.
•
Evaluate your Strategic Plan quarterly.
Copyright ©2010 Charlotte Pelton & Associates, Inc.
Summary
Rebranding – All about the Stakeholders and their total
experience with your brand. A process:
1. PLANNING
2. MARKETING
3. EXECUTING
4. EVALUATING
Copyright ©2010 Charlotte Pelton & Associates, Inc.
THANK YOU!
Copyright ©2010 Charlotte Pelton & Associates, Inc.