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10 Steps to a Successful Rebranding

     -     Aug 6th, 2014   -     Accounting Marketing, Creative Design   -     0 Comments

In our last blog post, Consider Why When Rebranding Your Firm,  we covered the reasons why many firms conduct a rebranding effort. For some it is a proactive move due to new service lines or growth. Other firms do it as a reactive move due to a merger/acquisition or legal issue(s). In my experience, it’s important to understand why a rebrand is occurring so that the needed steps can be executed.

Transitioning past why a firm may rebrand, in this blog post I want to discuss the successful steps to implementing a rebrand at your firm. There is little doubt in my mind that if your firm is considering a rebrand that you are being “treated” to more opinions and ideas than you can handle right now. To help keep the process both effective and valuable, we have provided a list of the 10 steps in a traditional rebranding process. Please review them carefully to ensure you are following each step. This will ensure your effort is a success and facilitate the best outcome possible. The primary 10 steps include:

  1. Establish the reason for rebranding. Is your reason proactive or reactive?
  2. Identify your strategic goals for rebranding.
  3. Determine who the stakeholders are both internally and externally.
  4. Conduct research to validate the need for a rebranding. Your research should seek specific answers so you can learn what matters to your audience. Once you know what matters to them in relation to your brand, you can create an identity with messaging that demonstrates why they should care about it.
  5. Define the budget for your rebranding effort. This should include the initial creative and roll out. Make sure to create a comprehensive budget that accounts for things you may not have even considered previously such as branded promotional items or giveaways.
  6. Create a new brand identity, messaging, and so on based on research findings and strategic goals.
  7. Once the new brand is approved, account for rolling it out. This includes internal and external office signage, printed materials such as stationery, advertising, website, etc.
  8. Launch the new brand internally. Provide training and education to partners and staff to ensure they understand, buy into, and advocate the new brand. Ensure first-line employees are extremely well-versed in and supportive of the new brand identity.
  9. Roll-out the new brand externally. One way to begin this process is through an announcement mailing or eblast to your existing client base.
  10. Monitor client reactions and conduct ongoing research to ensure the brand identity is working. Use your announcement mailing or eblast as potential mechanisms to solicit feedback. If you choose to do a mailing you can either include a self-mailing business reply card or drive your clients to an area of your website to complete a short survey. Be sure to include survey questions that are relevant to the findings of your initial research. Then based on responses, be sure to tweak and update the new identity as necessary. In other words, don’t launch the brand and forget about it.

Based on these steps, the first thing you need to do is define “why” you’re considering rebranding. Once you determine that, use the above as guidance through “how” to execute it.

Are you considering rebranding your firm? Do you need additional support or creative? Let us know. We can help!

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