when is it time to change your brand?
TRANSCRIPT
December 1, 2015
When Is It Time To Change Your Brand?
CONFIDENTIAL 2
Why Considering Rebranding A Company
§ Rebranding is an effec>ve strategy when a company wants to: – Communicate change about itself. – Distance itself from nega>ve percep>ons. – Appeal to new customer mindsets. – Respond to or lead change in the marketplace. – Jumpstart growth.
§ The percep>on is that out-‐of-‐pocket costs for rebranding are high. However, the ROI is a rela>vely low hurdle given immediate impact and long-‐term expecta>ons for the company under the new brand.
The Role Of The Brand
The role of the brand is to shape the thinking and ac>ons of an en>re company, resul>ng in compe>>ve advantage and market value
Why Update And Reposi?on A Brand?
To take advantage of a new business opportunity.
Why Update And Reposi?on A Brand?
To address significant changes in customer behavior.
Why Update And Reposi?on A Brand?
To overcome nega>ve percep>ons in the market.
Why Update And Reposi?on A Brand?
To communicate significant changes in the offering.
Why Update And Reposi?on A Brand?
To overcome nega>ve percep>ons of the company.
Why Update And Reposi?on A Brand?
To communicate significant changes in product approach.
Why Update And Reposi?on A Brand?
To make the company more approachable.
Why Update And Reposi?on A Brand?
To communicate significant changes in strategic direc>on.
Key Ques?ons To Answer
§ What must the brand stand for to capture share? § Where does the brand fit today vs. compe>>on? § How do key stakeholders feel about the brand today? § How far can the brand be stretched? § What enduring ra>onal and emo>onal connec>ons can the brand build? § What are the barriers to changing brand percep>ons? § What ac>ons should be undertaken? Posi>oning, messaging, design, naming? § What resources and >meframe will be required to affect change?
CONFIDENTIAL 12
Is it >me for a change? If so, contact me at [email protected] or (415)717-‐4460.
13 © 2015 SieckGrowth Branding & Design
December 1, 2015
Thank You