No More Terrible Branding: 5 Ways To Convince Your Boss It’s Time For A Rebrand
Can you relate to this?
You’ve been working for a company for a few years, moving up the ranks – leaving an impact. You love improving internal processes and are always asking the right questions. At any networking event, it’s you singing praises for the company, closing leads, that is… until the dreaded business card exchange.
You are painfully aware of how outdated your own is, exaggeratedly so after that ‘ahead of the curve’ pitch you just gave. How are you supposed to confidently close this interaction when your logo looks like a WordArt relic (and not even in an ironic way)?
You know your company needs a rebrand, and so do your co-workers, but your Boss/ CEO is unconvinced. He doesn’t see the value in anything that doesn’t have a clear ROI and thinks ‘design’ just means making things look pretty. If it makes you feel better, we’ve all been there. Even the Google logo had humble beginnings.
It may be a cliche but it’s true – upper-level management can often be traditionalist and resistant to change. Despite alluding to the fact that the brand could use a facelift in internal meetings, your plea is constantly overlooked for more ‘important’ goals.
Whether you’re working in a small start-up with a boss who designed the logo himself, or you’re part of a huge organisation that avoids change like the plague, it helps to have a ‘game plan’ to convince your boss it’s time for a rebrand.
1: prepare your case
Anticipate questions, and make sure you have the answers. Define the precise reason your company needs a rebrand and write it down for reference. Try to identify this problem in a specific and measurable way.
E.g. Because our brand image and company processes are outdated/too formal/too casual/too cheap-seeming/too premium and out of reach, we are unable to find clients/employees/followers of X demographic, which is a fundamental goal of the company.
2: Conduct an internal survey
There are a wide range of reasons you might want a company rebrand. Conducting an internal survey of your co-workers on brand perception will arm you with the additional ammunition you need.
E.g. After a brief survey with our team, 80% of team members said they would be more likely to promote the company on their social media if it had a better brand perception.
3: Timing is everything
Knowing when to strike the match could be the key to your case. Have you just lost a client due to bad brand perception? Are you looking to hire several new employees? Change office locations?
Look for reasons the company might be open to a refresh. More than that… what time of day is it? Has your boss had their coffee? Are they well-fed? Timing is everything.
4: Offer a list of providers
Prepare by researching a number of studios and agencies that specialise in your industry. Refer to case studies of similar companies and underline the results that followed. Find out the rough cost to make a rebrand happen.
Provide viable and trustworthy options that make the decision easy to action. This will also lower the decision maker’s perception of risk.
5: CONSIDER TIMELINES
Depending on the size of your organisation, you may have to map out proposed timelines for the rebrand. Is there a digital component involved? What is the order of priority?
Most rebrands start with a concept and roll out into various applications. Mapping this will bring a tangible plan to your employer, allowing them to envisage when they will see these deliverables fulfilled. Manage their expectations and make the go-ahead a no-brainer.
but above all, Remember:
Rebranding is about repositioning your company and revising its purpose. It’s not just about a new logo, a new website or even a set of brand guidelines. The rebrand is an opportunity to reflect on your business and its future direction.
Your company and everything that it touches – that’s the brand. A rebrand should be guided by a desire to do business better. No two company rebranding exercises will ever be the same.
A refreshed look, a renewed brand document, a new website – these are reflections of what a company wants to communicate. If these aren’t consistent, you don’t have a strong brand. Without a strong brand, you’ll lack the ability to go out and be a brand ambassador for your company. This kind of disconnect will cost you more than any design fee.
If you are facing this dilemma with your boss – or you are the Boss in current contemplation, IGNITE is equipped to provide assistance. We can provide the framework, guidance and timeline for your shake-up. Reach out to us to start the process today.