The following list of branding insights was originally published by REBRAND™ as “The Top 27 Mistakes Marketers Make When Rebranding — And How to Avoid Them.” I’m republishing it (with some minor changes), because I think it’s a good compendium — and I think it’s good to remind ourselves of these rules from time to time. Admittedly, many are Branding 101 suggestions, but that fact makes them no less relevant.
[Note: Before REBRAND published this list, they created a top 20 list, which you can find by searching on “top 20 rebrand mistakes.”]
Here is REBRAND’s introduction to the list of 27 mistakes:
“Our first version of this list only included 20 mistakes. The PDF file we freely shared has been downloaded over 15,000 times. Written before Twitter was even invented, and prior to the recent Facebook leap in number of users, we thought it time to update. We have added a few more important items we have learned from our over six years of running REBRAND™ and reviewing numerous case studies … Smart companies evolve their brands over time to keep them relevant. Some do it well, while others become the target of cynical bloggers. To gear your next rebrand for success, sidestep these all-too-common mistakes.”
1. Rebranding without rethinking
Do not rebrand lightly. The ultimate questions you want to be clear all your touchpoints can answer are: Who are you? What do you do? Why does it matter? Rebrand as a last resort only after you have confirmed.
2. Thinking that now is not the time to rebrand
A down economy provides an excellent opportunity to hone your offerings and be sure your target markets sees you as distinctly and uniquely qualified to provide whatever they need. When many of your competitors are pulling back and spending less on promoting their unique advantage, you have an opportunity to broaden your reach and stake a greater claim for clients.
3. Clinging to history
Rebranding well means staying relevant. Assumptions made when the brand was established may no longer hold true. Analyze changes in target markets when exploring opportunities for brand expansion, repositioning and revitalization.
4. Thinking the brand is the logo, stationery, or corporate colors
Brands encompass everything from customer perception and experience to quality, look and feel, customer care, retail and web environments, the tone and voice of communications, and more.
5. Navigating without a plan
Effective rebrands rely on a creative brief to keep everyone focused as the project progresses. Include sections for a situation analysis, objectives, target markets, budget and resources, timeframe, point person, known parameters, approval structure, stakeholders, and metrics for assessing results.
[Note: “Metrics for assessing results” is too often forgotten. How do you know if you’re successful if you don’t attempt to measure the results?]
6. Refusing to hire a branding consultant without industry experience
It’s okay to consider an agency that hasn’t worked in your specific industry before. Sometimes it’s ideal — especially if you’re serious about a turnaround. Smart companies recognize the value of a fresh perspective.
7. Not leveraging existing brand equity and goodwill
Ignoring your existing brand equity can alienate your established customers. Unnecessary overhauls can irreparably damage a brand’s perception. Consider the needs and mindset of the target market carefully before starting a rebranding project. Sometimes a small evolution — or a new coat of paint — is all that’s needed to rejuvenate and make a brand relevant.
8. Not trying on your customer’s shoes
Simply calling your own receptionist or 800 number may reveal challenges customers face and inform your rebranding strategy. Take the time to navigate your own website. Buy your products and return something. Ask a friend or family member to do the same — and learn from their experiences.
9. Creating a rebrand that lacks credibility or is merely a superficial facelift
The rebrand’s story must be believable given the existing brand experience and customer perception. It must also hold credibility internally. If employees who live the brand day-to-day don’t believe, the target audience won’t either.
[Note: In other words, your branding effort must be true and honest — and must feel that way to your audience.]
10. Limiting the influence of branding partners
Good branding consultants are more than graphic designers. The best ones help develop new products, expand demographic focuses and even streamline business operations. Rein them in when needed, but don’t limit their areas of influence.
[Note: I couldn’t agree more. A good branding agency goes beyond messaging or look and feel and can truly impact your company’s strategic direction.]
11. Believing rebranding costs too much
Good thinking doesn’t have to come with a multi-million dollar payout. You can get good thinking and solid strategy from small and talented branding agencies, consultants, and in-house talent. Consider university students or small firms for cost-effective results.
12. Ignoring the role of emotion in human buying decisions
Brands that engender positive passion make more money and have the greater number of referrals. So-called “rational” thinking, which has driven development of products of services for far too long, misses the opportunity of engaging the emotions of clients.
13. Not planning ahead for adaptation
It’s tempting for team members to walk away after the final presentation; however, this is just the beginning of the final stretch. The implementation process may require adaptation as the rebrand rolls out. Acknowledge the need to keep the team and consultants together throughout implementation.
14. Bypassing the basics
The value of perfecting your physical environment, marketing materials, website, etc., is decreased if your customers languish on hold for inordinate amounts of time. If your invoices and contracts are written in seve -point legal jargon, the brand experience declines. Keep all customer touchpoints in mind when rebranding.
[Note: Branding is not only about what you say and how you say it; it’s equally about what you do, about how your company behaves.]
15. Not calling the call center
Often ignored in brand strategy sessions, customer service and other front-line staff can yield valuable information. This is the proverbial buck — the place where customers are the most honest, no matter what research indicates.
16. Forgetting that people don’t do what they say (they do what they do)
Use caution when basing rebranding strategies on focus group-type research. Unless you’re physically in the customer ’s environment observing them using your product or service, you’re not getting the full story. Actual observation, while not perfect, will get you a lot closer to the right solution.
17. Getting strong-armed or intimidated by consultants
It’s the client’s responsibility to reel things in when necessary. You still know the most about your brand and organization, the value of a non-immersed, fresh perspective notwithstanding.
18. Putting the wrong person in charge
Assuming you’ve hired capable-to-outstanding branding consultants, the quality of the work delivered depends on sound, knowledgeable project management. Make sure your internal point person has the skills, time and resources to drive the agency to its most effective work yet.
19. Strategy by committee
Too many opinions delay the rebranding process and diffuse the focus needed to achieve ROI. Keep those with critical approval authority to an efficient shortlist, and assemble the smallest, most essential project team possible. Include a mix of levels — not just executive.
20. Rebranding without research
There’s a lot of lip service about customers, but in brand strategy sessions they’re often forgotten. Current and prospective customers should be front and center when creating solutions. After all, the customer will be your ultimate test. Check sites like www.rebrand.com for informative case studies.
21. Basing a rebrand on advertising
An ad campaign and a slogan do not equal brand positioning. Brand strategy should lead advertising — not the other way around. Sometimes the most effective rebrands don’t include traditional advertising.
22. Succumbing to tunnel focus
Focusing solely on your own industry can be limiting. When rebranding, cross-pollinate your thinking with what leaders in other industries are doing in regard to customer experience, retail experience, and customer care. Pull in thinking from different industries and encourage your agency to do so.
23. Believing you’re too small to rebrand
Every brand needs refreshing to stay relevant as markets evolve. Smaller companies and nonprofits are not immune. Like larger brands, they too have brand positions that need to be enhanced. Define your brand or be defined.
24. Ignoring social media.
Socialize smartly. You don’t have to be everywhere and use all tools. Choose just a few tools you can commit to. If you already have a social media profile — say, on Facebook or Twitter — consider updating or revising a bit to ensure the look and feel is consistent with your brand and the “voice” of the communications with your friends, fans, and followers. Help more than promote — an 80/20 percentage split is a good guide.
25. Ignoring the mobile market
According to Open Mobile Consortium, there are four to five times more mobile devices sold than laptops and desktops. Integrate this medium in your rebranding strategy from the start. Do remember that although it seems that every one has a smartphone with Internet access, 95% of cell phone users do not. Don’t forget to integrate a text-based strategy that can help you engage and serve clients in specific ways.
26. Not planning for implementation
Implementation — the carrying out of the rebrand changes — can make or break your rebrand AND your budget.
27. Not planning for internal and external rollout
Engage key stake holders inside and outside your organization from the start. This will help you optimize the positive benefits of improvements and changes that can have profound impact on many aspects of your business. Reread this full list, especially number 7 and 12 above and realize that you are likely to encounter unexpected challenges in your rebranding effort. Your attitude and approach in overcoming these challenges will likely be an ongoing process.