Three Questions A Board Of Directors Should Answer Before Rebranding
When it comes to big business, there can sometimes be more than one Director, even a board of Directors making the decisions. So when it comes to something like rebranding, it can be difficult getting everyone on the same page, especially with something as divisive as the look of a brand. It is however important for the strategic and creative process to form a unified front before undertaking this venture. So what are the questions you need to ask each other?
Opinions are the one thing that everyone has yet are guaranteed to be different. It is what makes us unique and helps shape our personality type. So when a group of people take these opinions and try to find common ground, it can be next to impossible. However much like a band of musicians, you will need to inject your input, accept others input and have a constructive discussion about the pros and cons of each. In the end it will come down to what’s best for your business, the direction you want to take it and the market you want to reach. So here’s some questions to ask when deciding on a branding goal.
1. Who is our business?
Don’t think of this as the individual people behind the business (although they are just as important), think of this as the business as its own identity. What is the business about? What does it want to do? What does it stand for? The core of a brand comes from who the business is so this is essential before going into the development stage.
2. Who is your market?
The brands identity will be shaped based on who it is targeting. Who is the market? What are they looking for in a business? Without clients or consumers, your business is nothing so always make their needs a key part of the decision.
3. Where is the business going?
Look forward, where do you want the business to be in 5 - 10 years? Usually at the point of a rebrand you are starting a new chapter in the business, you are looking to the future and the possibilities it may hold. Don’t leave these possibilities up in the air. Have a clear plan of attack and a clear idea of how your new branding will help achieve this.
Why are these questions so important you ask? Well once you hire the services of a brand strategist, you want to make sure he or she knows exactly where the business is at and the kind of brand they require. With a clear and unified direction, this can be a smooth process. If there are one or two Directors that aren’t sure, then no matter how many revisions the strategist does, there will always be at least one person who is not satisfied and wants to change things to suit their taste. This can then become quite a stressful process for both the brand strategist and the business and in the end it will be the brand that suffers.
So before undertaking a rebrand, ask these questions. Ensure everyone is on the same page and wants the same thing. When you achieve this, not only will your brand be better for it but so will your business.