10 Tips For Your (Re)brading Program

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In 2013, when I took over the students association as chairperson, I had a big challenge in front of me. Students were complaining of the segregation by the then umbrella body-Communication and Public Relations Student’s Association (COPRESA). Upon taking reigns, I was determined to (re)brand the association so it would be inclusive of both public relations, journalist and graphics students (all of us in the department).

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.