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Months later, Communication Students
Association of Moi University (COSAMU) was born. I worked with my entire team,
and scheduled its launch during our annual communication conference. It was a
success. Almost 3 years later, I am reading an article published by VIM Group and there are things that I wish I knew then. Perhaps it could have been an even huge success.
That is why, for those
participating in (re)branding efforts;here are 10 guidelines for you in
implementing that (re)brand successfully. At least you will better off than I was 3
years ago and still a student. Right?
Although, as I let you in on the secrets from
the masters in the game, we must start with appreciating that (re)branding is
not easy. Do not mistake this with getting a new name, and or logo. It involves creating and launching a brand to compete with other brands. Masters have agreed that this is one of
those tasks that can make or break a company. For my case, despite relying
on my intuition and teamwork, we could have made a stronger association or crumbled
it altogether. I believe we made it better.
To avoid the latter, here are the tips:
1.Know
how you will track your costs:
(re)branding takes money. And a lot of it. If you do not have measures
in place to monitor and track spending (costs), you might end up disappointing
your stakeholders for misuse of company resources in an exercise that would
have otherwise been the company’s competitive edge. Before you engage in the (re)branding
exercise conduct an analysis to determine the impact it will have on the
company-financially.
2.Fine-tune
your project planning skills:
(re)branding, is a project. Failure to understand the fundamentals of project
planning create room for costly errors. Project planning will give you and the
team involved the insights to know when and how to concentrate efforts and set
targets to align with the efforts. Realistic targets,
backed by practical and technical knowledge, need to be set in order to push
the brand implementation through. {Sic}
3.Gather as much information as possible for an effective
implementation plan: when handling huge projects, information is indeed priceless.
You need as much of it as possible to help in building a solid implementation
program that will see the brand come to life. Once tied with the project
planning & management phase, it can help protect
your investment and provide an ongoing point of reference for existing and
future stakeholders.
4.Design
stage: do you know why
when we mention (re)branding people jump to this stage? Because it is the most
fun. People enjoy seeing designers come up with great designs to represent
their business. However, little do they know that in the complete (re)branding
exercise, this stage is least expensive but most glamorous.
In our experience, the ratio between the expenditures for
branding consultants and design compared to the cost for implementation could
be 1:20, depending on the size and complexity of the organization. Momentum is
easily lost when the sheer scale of work required becomes apparent; therefore,
it is vital that senior management remain involved right up until the last sign
is installed. Otherwise, the program will lose focus. {Sic}
5.Protect the
integrity of the design: As much as you are
(re)branding it needs to be noted that constancy is key. You need to protect the
integrity of your designs by implementing consistent images and manageable
images. Do not veer off into the world of impractical designs. Making it harder
and more expensive to implement. It is advisable for the design stage to be
guided by practical advice. Remember to present a thorough design brief to your
designer (in house/consultant). It should include aesthetic, communicative, technical,
and legal requirements.
6.Translate
the basic designs: in
design, we are always advised to find means to present whatever we are working
on (mock ups). If it is a logo, try it out on a ‘pretend’ website, letterhead, t-shirts,
business card, signage, billboards, and whatever else that you are comfortable with.
The purpose for this is to see how it will look once implemented. Sometimes, what
we have on paper may not resonate with what we had in mind if it was on a
billboard. Do not be in a hurry. Test it.
7.Implementation
management program: At
this point, we are confident that we have what we want and we like it.
Depending on how big the company is, whether international, regional, or countrywide
it is time to have key stakeholders come on board to aid in implementing the (re)brand. Creating harmony between your suppliers and your company will create
consistency and help in curbing costs. If need be get an implementation agency
to collaborate with if you are a global brand. Otherwise, stick to suppliers
within your zones.
8.Sell
your (re)branding program to local managers: Local teams must
understand the reason behind the (re)branding and how a consistent image will
benefit them directly. Acceptance of brand standards is not automatic. Most
people see their department's or unit's circumstances as an exception – do not
give them any excuses; instead give the support required to get the job done. {Sic} It would however be wise to
obtain the support of local managers during the conceptualization process. This
will not only make them feel valuable, it may open a window for them to share
ideas that may prove worthwhile. Two heads are better than one especially in
such big projects.
9.Internal Communication: Nothing is done
without communication. Such a huge project with a lot at stake, great emphasis
needs to be laid on internal communication. Start by communicating the project
goals/objectives in each stage and continuous updates as to the strides made.
Accord each department head the respect they deserve and find out the best
method of communication each prefers. It could be email, telephone,
face-to-face. Find it and use it effectively. By involving all the departments
in the company, will create a sense of teamwork, which is what is needed for
the success of the rebranding program. Their total support.
10.External communications:
Once the implementation
is underway, you need to relay this message to relevant stakeholders
like customers, media, and shareholders. A brand implementation is an
excellent opportunity to tell the brand story, including the brand positioning
and the brand values. {Sic}
I am convinced that with these tips your (re)branding efforts will be stellar. Happy (re)branding.
I am convinced that with these tips your (re)branding efforts will be stellar. Happy (re)branding.
