It’s no small feat, but a truly successful rebrand must be bold, flexible and radiate the soul of the company — the essence and resolve that drives everything from the way a product is developed to the way a customer service call is answered. Nail this and you have a chance at making real connections with your audience.
So, here are five rebranding nuggets to keep in mind:
1. Why is the most important question.
Discovery phase introspection usually goes something like this: What do we provide for our customers? What are our competitors up to? Where have they been successful, and where have they failed? If we were an animal/superhero/historical figure … and so on. But those questions never cut to the root of WHY you, as a company, exist. They don’t define your spirit.
If you nail the WHY, you have a reason to come into work every day. You have a rallying cry for the company, principles that drive innovation and set you up to be a trailblazer. This whole concept is distilled and presented beautifully by Stephen Sinek in his 2013 TED Talk: "People don’t buy what you do, they buy why you do it.” Go watch it.
Read the complete article at Website Magazine.