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Finally, 2012 is the year of CHANGE!

Of course, we know we are guilty of some of these (I’ll let you be the judge) so, we’ve decided that it’s time to embark on a makeover. Truth is, we’ve been working on the research piece of this in the background for a while. So why not learn from our trial and error? Swallowing our pride, we are going to share throughout the process to help those of you who may also be considering taking the plunge.

And now, a reality check.

A Pep Talk

There is never a good time for a brand refresh. It’s a universal truth you just have to suck up. Sorry.

For us, we are always on the cusp of some new product launch or initiative that will hamper the process. That’s how it works. I suppose if you don’t have competing priorities that complicate it, then you’re likely missing something.

But, don’t let timing deter you from the big decision. There are obvious and compelling catalysts for a company rebrand: acquisition, technology shift, etc. And then there are less obvious, organic catalysts. (See list above)

The bottom line is this: Companies Evolve. You find yourself introducing products or services in response to market opportunities and one day you wake up and realize that the overarching brand in your head is not the one the outside world is experiencing.  At least that’s our situation. Lets face it, if you are moving your business forward, you create the opportunity to ‘outgrow’ your current brand—and a refresh is in order.

What’s the desired outcome?

Smarty-pants marketers (and academics) will cite things like “increase shareholder value”, “capitalize on market trends”, “create buzz”, yada. I can’t subscribe to this. You increase shareholder value by fostering happy customers. If your effort doesn’t, in some direct way, touch your customers, then what value is it?

In my mind, brand is about connecting with your audience. It’s about how you, as an organization (of people), interact with the audience (people) and how they (people) feel about it. That’s it. Granted, there may be a hundred ways to impact this, but it really is that simple. And when you bring in new audiences, or narrow in on one market, you may need to noodle on how your company communicates.  If you keep it simple, probability of success skyrockets.

Why agencies LOVE brand redesigns and marketing teams LOATHE them:

As an agency, a rebrand is a huge challenge that gets the juices flowing (it is also a large task which is good for your bottom line). It is quite exciting. No matter how invested you are however, you are never going to forever ’live’ within the brand you help define.* It doesn’t work that way. Some may regret this disconnect, others may relish it.

This is why marketing teams hate rebrands (no, you are not alone). They are thrilling, in a ‘stick-your-neck-out-and-subject-yourself-to-endless-lashings’ sort of way.  Have a vision—on any given day you will need to defend your decisions. You have to commit (because you DO need to live within this brand). And above all, you have to be fiercely brave. Easy, right?

Well, I’ll let you know. We won’t be rolling out new materials for a while yet. They are coming soon, so until then, you can go through the process with us.

Next up: Why Extensis dove into the icy cold waters of a brand refresh

* If you do bring in a partner to assist in the process, choose wisely. Make sure they are as invested as is humanly possible. Fortunately, we’ve done just that. Shout-out to Blue Collar Agency and Owen Jones Partners.

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