A New Logo? That’s Not Rebranding
So, what’s involved in a comprehensive rebrand?
If you think a rebrand is only a new logo, you are only scratching the surface. In fact, a rebrand may not involve a logo change at all. A real rebrand involves both internal and external branding based on the development of an insights-based strategic platform. Rebranding should impact the internal audiences and culture at least as much as it impacts the external audiences. Maybe more.
According to Gallup research, only 46% of managers and 37% of non-management employees strongly agree with the statement, “I know what my company stands for and what makes our brand(s) different from our competitors.” Wow!
This striking problem – in which up to two-thirds of employees don’t know what the brand is or how it is differentiated – is a much larger an issue than designing a new logo. How are your employees delivering the brand if they don’t know what it is?
Cult’s 8 Benefits of a Rebrand
1. Defines and aligns culture: A rebrand will define what the organization values and believes in, and what makes it strong and viable. It will guide all behaviors and decision-making, and create consistency.
- After a complete rebrand, our client Durango changed their entire marketing strategy, and created new product lines that reflected the attitude of the new brand archetype, Outlaw Fun.
2. It’s tangible: A brand is largely abstract, so a solid brand development process will yield tangible ways the brand can be defined and how to “live it.”
- Cult creates really cool Brand Manuals to help bring the brand to life.
3. Guides hiring decisions: Organizations can hire based on their brand values. And, it helps an organization attract and retain top talent.
- For client FacilitySource, they look for associates that embody the brand persona of “hustle.”
4. Differentiates. A compelling and unique brand is a competitive advantage and separates the company or organization from the others in the category.
- We positioned a large, growing and high-achieving school district with the concept of “Flourish Here.”
5. Connect emotionally. Great brands connect emotionally with their customers to increase sales and loyalty. That’s how 90% of all decisions are made.
- We successfully based TourismOhio’s entire strategy on the concept of emotional connections.
6. Guides communications: A brand strategy is the foundation for the voice, content and persona of all company communications and messaging.
- This is a chance to rein in all the brand renegades that undermine your brand.
7. Simplifies decision making: Just ask one question, “Is this consistent with our brand?”
- One of our clients reconsidered a major acquisition because the brands did not align culturally.
8. They are teachable: The brand can be taught and passed down to new associates. Many of our clients have a brand onboarding process to inculcate their brand strategies and behaviors.
