Time to Rebrand? Don’t Ignore Your Spidey Sense.
How do you know when it’s time to rebrand?
As a CEO or senior executive, if you have a sense that something is not right with your brand, then it’s time to consider why. An organization’s brand is its most valuable asset, and your job is to protect it at all costs! Don't wait until your Spidey Sense is so strong that a superhero effort is required to deal with the situation. Begin dealing with your intuition today by considering the following:
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Your staff understands what the organization and brand stand for, and what the brand means in terms of their role and responsibilities.
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The leadership team in the organization models and evangelizes the brand promise at every possible opportunity.
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Your organization has a truly relevant and differentiating value proposition, versus a me-too or cost-of-entry proposition.
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Not only do you have a value proposition, but it is persuasively and consistently communicated at every customer experience point.
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You have a well articulated brand strategy that ensures everyone knows the organization's vision, values, value proposition, attributes and desired personality.
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You have marketing materials and communications that are clear, credible, consistent and insightful – they reflect a deep-seated belief, feeling or value held by your customer in a fresh and surprising manner.
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There is NO WAY a competitor could put its logo on your communications and fool your customers. The marketing materials are distinctly and uniquely you.
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You really know who your primary customer is today and who it will be tomorrow; you are obsessed with knowing all you can about your primary customer.
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You use the knowledge about your primary customer to ensure that your organization develops products, services and communications that are truly targeted and relevant. You would NEVER try to be all things to all people.
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Your brand and communications truly reflect the greatness of your organization in a way that makes you feel proud and inspired.
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If you answered "False" to even one of these questions, your brand is in danger. Don't neglect your Spidey Sense. Peter Parker once said that "Not everyone is meant to make a difference – for me, the choice to lead an ordinary life is no longer an option." It may be that for you and your leadership team, an ordinary effort and an ordinary brand are no longer an option. Next month – you’ve decided to undertake a rebrand; now, learn where to begin.
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