Why You Need a Rebrand

Even before I launched a branding agency, I consulted, crafted and evaluated brands fairly regularly. The inquiry would usually be framed with some level of nervous self protection and trepidation with the curious business owner just wanting me to to tell them how it “looked.”

But I needed to know how it “worked.”

How is your brand working? If this question sounds strange it’s because brand architects think about brands differently than most business owners. Most business owners think their brand is their logo, look and design: it’s what’s on the front of their card, on their letterhead, company uniforms and packaging. But that’s only a part of the picture.

What if I told you your brand was more important than your product, your percentage, your price, your packaging, your program or your process?

Your Brand is every thought, emotion and assumption a client, customer or colleague has about your organization.

Before you start to think this is only a sales pitch, let me give you some backstory. I’ve been fascinated with brands for as long as I can remember. In the 90’s, I fell in love with a shoe company who captured the lives of real life super heroes like Bo Jackson and Michael Jordan. I’ve whispered “Just Do It.” before any number of well, or poorly, calculated life changes. I’m a sucker for a great story and I get chills when a company I’m loyal to does something that reinforces my choice to be loyal to them. When they engage in the community or define their values in a tangible way, that strengthens the bond between me and that organization. I see the world through the intentions of others — and I invest up until the point I feel their intentions are worth of my trust.

I’ve built a career building brands and developing strategy for organizations that I love. While I won’t give away my entire process here, I’ll give you this tidbit:

First, build a strategy. Then build a logo.

Treat your brand development like your wedding vows. What promises are you willing to make? How will your company keep from deviating from these promises? What will be the results of my commitment to you? If you can honestly answer these questions and be led by your responses, you’re on your way to building a competent strategy. Let your look and feel flow from your strategy, not the other way around.

If you’re wondering in it’s time for a re-brand, here’s a few questions to ask yourself:

  • Do you struggle recalling your company’s values, vision, tag lines or guiding principles?

  • Is reduced cost your client’s primary concern when considering your services?

  • Do you have a great idea — in your head only?

  • Do you rely on repeat business but struggle getting referrals or brand new clients?

  • Do your customers engage, but not embrace your product or experience?

If you answered yes to one or more of these questions, you’re probably due for a brand evaluation. If you’re considering it, especially if you’re a start-up or launching out on your own, you’ll be tempted to go to any number of do-it-yourself websites where you spend $5 to get a logo that looks stamped out, reflects nouns strategy, is devoid of personality and means nothing. You’d be better served investing in the future of your company and crafting a solid foundation from which to grow. Trust me, there’s more value in getting your brand to work well than for you to think it looks good.

Feel free to contact me if you’re interested in talking through your brand’s impact or lack thereof. Black Roses specializes in helping hard to brand organizations develop strategies to be successful. We also make good looking logos, if necessary.

Dex Alexander