Let’s assume it’s time to rebrand your company. You came to this conclusion after realizing that sales are flat, the staff are tired and overall the business environment is challenged by a changing culture. What’s a brand to do?

Now it’s time to do your homework. Rebranding involves 2 directions—a strategic and a visual solution. To be sure that rebranding results in an effective result, be sure to determine what elements of your brand are still valuable or need updating. Essentially—know where your brand sits today.

I’ve seen countless examples where companies are advised to change their logo when in reality, their current image has lots of cachet with customers. Maybe an update is in order, but essentially I’d advise to keep it and concentrate on where the real problems lie. And that problem area is almost always strategic. A great brand strategy is always the best foundation to build on. Strategy’s goal is diverse, but suffice to say it adds clarity which, by extension, aids in sales and creating a keen understanding as to why your brand matters.

Strategy delivers a foundation. Strategy tells you why to buy, how to act. It’s the basis of your brand culture.

Following closely behind strategy is the visual aspect of rebranding. It forms an emotional bond and plays on the psychological aspects of your brand. If it strikes the proper tone it can cement a relationship with stakeholders and help them to identify your brand with themselves. The visuals can be owned by your brand, creating very effective differentiators. This means visuals bring the strategy to life. The visuals, including your logo, are the face of your brand. Since it’s the first thing customers are exposed to it is often (mistakenly) identified as the brand in its entirety.

As a whole, encompassing both strategic and visual, your brand is your reputation. Everything hinges on that reputation so it’s key that you define your brand as opposed to allowing your competition to define it for you.

Ed Roach
For more than 25 years, Ed Roach has worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiate them from their competition. Ed appreciates working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions, and consults predominantly with businesses facilitating his proprietary process, "Brand Navigator." This branding process effectively focuses a company's brand, delivering a positioning strategy that can be taken to their marketplace. He is the author of "101 Branding Tips," a book of practical advice for your brand that you can use today.