As much as we tried, we sometimes get it wrong. Though what we counseled is that before you set your ideas rolling, it is expedient to get an audience with a brand expert who will give accurate advice on how to get certain things right from inception. Rebranding cost money especially for those brands that have long standing position in the minds of their niche. But as we know when there is a need for change which is obvious to many, re-branding must come to play. One of the reasons for re-branding can be any of the followings: when the position of the brand has been lost, when original impression of brand identity has been lost or blurred in the mind of the prospects as well as when the product, service is already dead, go under and there is need to revive the brand. The list is not exhaustive but since the focus is not on that our community may have to exercise patience until the day we will focus on that. To get re-branding process right- this is the focus of today’s piece, the following must be taken into consideration before the process begins.
1. What is the present state: efforts, research must be taken to properly identify the present status of the brand. Is the brand out rightly dead, in coma, still breathing or asleep? Inability to properly diagnose the present position of the brand will lead to wrong description of efforts or ‘drugs’ that can actually help the brand out.
2. The desired or aspiring future position: when the first step is properly done, notes can then be compared with what the brand will be in the future. Most times the figure in one above may not tally with two. So the need for re-branding will now be created and process will now be set in motion to ensure that brand managers or activators do not get it wrong again.
3. Process, tools: at this stage, the effort is now focused on what must be done to activate the brand and make the process and tools solid. This is to ensure that there will be not damage at tactical or strategic level of implementation. Necessary or supporting tools must be provided at every level so that planned processes, inputs are supplied. This includes necessary budget, internal brands preparedness, support etc.
4. On-going measurement: it is one thing to set the process in motion it is another thing to ensure that activations processes are following the outlined strategy. On-going measurement is a vital process. Brand activators must ensure that they are monitoring the activities so that eventually the result-gotten will be exactly as the one desired. Does your brand needs urgent rebranding or you are presently engaged in one? Will your investment worth the exercise at the end? Or are you about to launch an idea now without adequate consideration for the branding aspect? It is better you consider branding now so that you will not need to waste mega box on rebranding.
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