It's time to call "do-over."
And throw in a few "no backsies" while you are at it.
Rebranding //
Often, companies that have been in business for many years have brands that evolved organically based on customer relationships, past experience, workforce expertise, word-of-mouth or a litany of other factors. Past attempts at rebranding may have failed for lack of a clear rebranding strategy. Ultimately, while the organization generally has a clear vision, it hasn't been purposefully translated to the brand. As a result, growth may be stalled or margins may be shrinking. We call these "unintentional brands" in need of a rebranding strategy.
Unintentional brands are ones that lack focus - clarity on who they are and who they are not. Many lack a philosophical structure to guide employee behaviors and a clearly defined unique point of differentiation. Almost all struggle to translate brand strategy into creation of distinct, compelling brand assets.
At Mlicki we lead customers through the process of corporate rebranding with our proven process, IGNITION™. It utilizes a variety of primary and secondary research to build a rebranding strategy. That rebranding strategy clarifies the brand's unique positioning, compelling brand promise and distinct tone-of-voice. Also, it qualifies the value of those brand assets we already have and guides clients through the difficult decisions of which assets to retain, which to retire and which to redesign. Ultimately, it provides a roadmap for revitalizing the brand to create emotional dissonance, prompt customer loyalty and drive organizational growth.
Examples
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Ignition Process
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