The Brand Equation's Impact on One Company's Rebranding Effort
The situation:
After unveiling a new logo, one company invested time and resources into updating their marketing materials. The rationale for the new logo was not well explained, leaving employees feeling disconnected. The mix of old and new materials, coupled with lengthy production times, led to some employees creating their own versions, resulting in a lack of brand unity and widespread frustration.
The Brand Equation in motion:
After explaining the steps of The Brand Equation, we conducted a thorough review of the company's identity. The process of examining current print and digital materials, engaging with leaders, staff, and customers, and reviewing results from current surveys added no extra cost because the information was all available. Then we worked with key stakeholders to distill the identity elements into concise statements.
These refined components were then disseminated to employees, business partners, and clients through a series of emails, team meetings, town halls, and videos. Content was shared through multiple formats to ensure everyone understood the company brand and how they made difference for their customers and the greater good.
We developed marketing templates with updated visual elements and revamped existing materials to reflect the new brand guidelines. This ensured consistent phrasing about the company, their mission, values, as well as their products and services.
We introduced the new marketing tools to the workforce, with clear instructions on how to access the tools and how to use them. A numbering system simplified the process to order marketing materials manage marketing inventory.
Results:
This strategic approach to redefining the company's identity and securing executive endorsement, coupled with targeted stakeholder training, yielded significant benefits:
A set of concise and agreed-upon content and visuals that could be adapted for different marketing purposes saved hours on rewriting and redesigning materials, enabling swift production of materials that maintained brand consistency.
Interdepartmental conflicts were dramatically reduced over frustration associated with delays and creative differences.
People stopped creating their own unauthorized marketing material, which could have resulted in hundreds of thousands of dollars in regulatory fines for the company.
Training internal financial writers on the company's voice, transformed the tone of their commentaries to more positive recaps.
All material was rebranded and organized quickly, in an efficient and orderly manner, and reflected a single meaningful brand.
Communications, goals, and events began to center around the single theme, which focused the company towards their vision, and desired results.
