Emilly Savage of Coventry, United Kingdom asked, ” What are some good rebranding theories and models?”
The one that we at Placemaking Group use is the concept that rebranding is really just uncovering the brand as it exists today.
We always want to know what differentiates them from their colleagues and competitors. We want to know what their goals are for the next year and fro the next five years. We want to know who they should be talking to and influencing.
We talk to present clients/customers and get an idea of how they view our rebranding client. we also talk to current employees and management of the company. Sometimes they don’t even realize they have the rebranding answer.
And as we get to know our client through this process we eventually come up with the brand message; what we want everyone to remember about our client, even if those specific words are never said.
After that we can begin things like deciding if a new logo is necessary. Sometimes we even recommend a new company name, though, that is rare because it’s so expensive to get the brand awareness up again.
Below you’ll find a case study where we rebranded a city, Fairfield, CA.
Another rebranding project we did included a name change, Availigent, because the original name, Eternal Systems, suggested a funeral home, rather than cutting-edge technology!
Tags: Branding
