Making the decision to rebrand isn't easy, but it might be the best thing for your business.
But how do you know when it’s time? And what exactly do you do next?
Well, a marketing agency in Texas that focuses on rebranding recently underwent a rebranding of its own. We got them to walk us through the entire process, step by step.
In this TGIM short, you'll...
- Learn why a new website and logo won't cut it, and what you really need to start over
- Discover a few reasons why a total rebrand might be right for your business
- Find out how to re-assess your brand's purpose, and start speaking directly to it
Check out the full short below:
Want to hear more? Listen to the full episode of TGIM.
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Prentice : "My name is Prentice Howell. I'm the owner and executive creative director at Door No. 3."
Female: "When ad-man Prentice Howell took over the agency last year, he moved the offices to a sunny house downtown. With that, he launched a complete corporate rebranding, just like the one he spends his days doing for clients."
Prentice : "It was painful because it's just you're the worst at doing stuff yourself. It's hard to make decisions about yourself, that you can easily make for other people. It's very easy for us to look at a company. You come at it from a different perspective. When you have an outsider and you're not breathing your own fumes, I think for us, we were breathing our own fumes and we had to just take a step away."
Female: "After nine long months, the agency emerged with the new logo, a new website, a shortening of their name. Number is just "No." very sleek, and new communications guidelines. You could say Prentice Howe is a master rebrander and he wants to help you. Here is his step by step guide to rebranding. Step number 1 ..."
Prentice : "I think the time to rebrand is when there is a critical moment in the company, there is a new strategic direction, there is needing to narrow your audience so you can grow bigger. That's a reason to do it, or if it's just completely outdated. I mean that's important too. There is a lot of reasons to do it. You just want to make sure you're doing it for the right reason."
Female: "What are some good reasons to rebrand?"
Prentice : "I guess there is different pivotal points in the company when you know that it's time. Sometimes when you see a Chinese restaurant and they hand a banner and it just says, "Under new management," that could be a time. It's just like someone comes in at the top where there is a change. That's always a time. A different set of offerings, that can be a time. If your product offerings shift, I think that's really healthy to take a look inward and make sure that your story is current and your look is current. There is also another to rebrand is when sometimes when bad things happen, when you need to make a shift strategically, to make sure you look different in the eyes of your audience."
Female: "Okay, let's say you've decided it's time for a corporate make over. What's next?"
Prentice : "When I say rebrand, I think a lot of people can interpret that differently. Sometimes they just think new logo or a new website. To me, that's not really an authentic rebrand. The rebranding has to go back to what's our power belief, what is our positioning that everyone is aligned around from the inside out, because it has to start inside, and then you can express it outwardly. I see some companies that will spend a lot of time on just what's that lipstick we're going to put on that's going to make us look differently to other outsiders but nothing's changed within their own walls. I think that that's just a big waste of money."
Female: "Step number 2, you got to take some deep breaths and figure out why you really get up in the morning."
Prentice : "Then how it looks and how it smells, and how you talk and what are the things that surround it become a lot easier to figure out. Starting with not just business goals but something that's much bigger than that in terms of a higher calling."
Female: "All right. You've started your purpose and it's good. Now, it's time for step number 3."
Prentice : "Creative expression, starting with, okay, we've got our brand positioning in the gutter. Reasons to believe, they are written, they are articulated. I'm talking about just in a Word Document, nothing fancy. Then from there, start to create some creative platforms on how that could look, so logos and websites and anything where your brand is going to be expressed. Start to create some creative territories, I would call them. Then from there, you can dig in to see what's working and start to blow it out."
Female: "Figure out what kind of overall look you're going for."
Prentice : "Wood designer might bring in a mood boarder and show you fabrics and colors and things like that. I mean I think it's putting together an array of things that starts to give you a sense of how the brand is going to be articulated to the outside world."
Female: "Step number 4, you're getting close now, so it's time to make some serious decisions."
Prentice : "Do they want to come across as strong and formidable or do they want to come across as your neighbor next door who is a friend and someone you can just talk to very easily? All we have are words and pictures and we got to make sure that you use all the right tools and toolbox to express that personality to the outside world."
Female: "Prentice says you have to be thoughtful about what design direction you're going for. Don't pick something just because it looks cutting edge."
Prentice : "Trends are fun but I guess if you're going to go through the cost and the pain, not pain, it's fun but it's exhausting to go through this process and be introspective. If you're going to go through that, you want to make sure that you're creating something that has longevity and not just jump on the latest trend."
Female: "Prentice says to be mindful of your own bias, like don't just pick fuchsia because it's your favorite color, at least not right at the start."
Prentice : "I think your gut is important at some point as long as you know you're playing in the right sandbox. Once you're in the right sandbox, trust your gut. Don't just use your gut to get through the whole process because that could be dangerous."
Female: "All right, so let's say after all this time, you've looked inward, determined your positioning, your true reason for being, and then you thoughtfully decided on a color scheme, a website template, a new logo. Is it over? Not quite. Step number 5, call the police, the brand police."
Prentice : "Website is going to up there, identity system, logo of course, color palette, fonts, all that leading towards some brand guidelines so nobody can deviate and start to put a Santa Claus hat on your logo during Christmas time just because they think it looks cute. You want to make sure that you police it and you protect it because it's the most important asset that you have."
Female: "No Santa Hats. Got it. Prentice says going through this process can actually invigorate your company from the inside out, just follow Prentice' step-by-step guide and you'll feel it."
Prentice : "I think that that's the key with rebranding and going through that process of being thoughtful of who you want to be because if you can define it and be clear, and be consistent, you'll win."
About TGIM: TGIM is a podcast for people who can’t wait for the week to start. In each episode we’ll be bringing you inspirational stories about entrepreneurs who have overcome obstacles, built incredible businesses, and are now living the life they want.