What to Expect from the Rebranding Process

One does not simply draw a new logo and launch a new brand. A rebrand doesn’t just happen. You followed the signs to get to this point, and you must treat the next chapter of your brand’s story with care.

A rebrand should start with an in-depth discussion with your branding partner to discuss the goals of the new brand. This conversation should also include other key stakeholders that you want to weigh in on your brand: business partners, board members, senior employees, internal marketing staff, etc.

The kick-off discussion should be followed up with a creative brief from your branding partner. This is perhaps the most important stage of the rebranding process. A creative brief serves as the roadmap for what the new brand will be; if you don’t agree with the direction of the creative brief, speak up. It’s much easier to change creative direction at this phase than at the design phase.

With an approved creative brief in hand, your branding partner will get to work on developing the identity. This stage typically includes lots of research, multiple iterations of identities, and several internal meetings before presenting you with your new brand.

The actual deliverables that come from a rebrand can vary, but the basics for a visual and verbal identity include:

• Logo

• Supplemental design elements (fonts, color palette, etc.)

• Brand standards guide

• Mission, vision, values

• Elevator pitch and/or messaging matrix

• Brand launch strategy

Find the right branding partner

Work with a partner who has created and launched more than 100 brands. Find comfort in an award-winning process to write your next chapter.