Objective

Rebrand

Changing a name, an identity or a position, and bringing people along.

A rebrand changes a name, an identity or a position, and has to bring employees, customers and partners along without losing what they already value. An integrated plan starts with internal communications so that staff hear first, then uses public relations to explain the change and advertising to make the new look familiar, and moves every touchpoint over on one schedule.

What matters when choosing

A clear reason for the change that customers and staff can repeat in one sentence.
An audit of the current brand assets, testing which ones people recognise and link to the brand before any is dropped.
A full inventory of touchpoints, from signage and packaging to email footers and app icons, each with an owner and a date.
Testing in each market, since names, colours and symbols can carry different meanings in different languages and cultures.
Measures for the transition: staff understanding, recognition of the new assets, and any change in searches, traffic or sales.

Questions to ask vendors and agencies

What do people value in the current brand that we must keep?
How and when will employees hear, and what will they be equipped to say?
How will customers who search for the old name still find us?

Common mistakes

Dropping assets people recognise because the team is tired of them, not because customers are.
Launching outside before staff understand and believe in the change.
Treating a new logo as a new strategy when the product, the service and the position have not changed.

Typical disciplines Internal communications Public relations Advertising (TV, radio, print, cinema) Social media Content marketing Out-of-home and digital out-of-home

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