Should We Rebrand?
Should We Rebrand?
Should We Rebrand?
For whoever has to say yes to a rebrand and isn’t sure yet
For whoever has to say yes to a rebrand and isn’t sure yet
Should we rebrand?
Probably not.
Should we rebrand?
Probably not.
A rebrand can be expensive. Getting it wrong can cost even more.
A rebrand can be expensive. Getting it wrong can cost even more.
Maybe your sales are slowing down. Maybe your competitors all look the same. Or maybe everyone is just tired of the old logo.
Maybe your sales are slowing down. Maybe your competitors all look the same. Or maybe everyone is just tired of the old logo.
Those are different problems.
Those are different problems.
Before you spend the money, let’s find out if changing the brand will help.
Before you spend the money, let’s find out if changing the brand will help.
Start with a free Rebrand Check. Send us the documents, and we send back a one-page report in 48 hours.
Start with a free Rebrand Check. Send us the documents, and we send back a one-page report in 48 hours.
Decision Sprint report
Decision Sprint report
Illustrative example. Fictional company.
Illustrative example. Fictional company.
B2B services firm. On the table: a rename.
B2B services firm. On the table: a rename.
CONDITIONAL
CONDITIONAL
Why?
Why?
Thin
Thin
Worth it?
Worth it?
Missing
Missing
How will we measure it?
How will we measure it?
Missing
Missing
Number: Proposal win rate fell from 38% to 31% in two years.
Number: Proposal win rate fell from 38% to 31% in two years.
Quote: “I know who you are. I just didn’t know you did that.”
Quote: “I know who you are. I just didn’t know you did that.”
Risk: A new name throws away the recognition customers already have, and the sales problem stays.
Risk: A new name throws away the recognition customers already have, and the sales problem stays.
Fix: Keep the name. Test the new offer in proposals and sales calls for 90 days, then read the win rate again.
Fix: Keep the name. Test the new offer in proposals and sales calls for 90 days, then read the win rate again.
What’s going wrong?
What’s going wrong?
Sales are getting harder. Customers don’t understand what makes you different. Your business has changed, but the brand hasn’t.
Sales are getting harder. Customers don’t understand what makes you different. Your business has changed, but the brand hasn’t.
Or maybe the leadership team just doesn’t like the logo anymore. We’ve seen all of these.
Or maybe the leadership team just doesn’t like the logo anymore. We’ve seen all of these.
Sometimes a rebrand makes sense. Sometimes better positioning, clearer sales materials or a stronger product offer would make a bigger difference.
Sometimes a rebrand makes sense. Sometimes better positioning, clearer sales materials or a stronger product offer would make a bigger difference.
And sometimes the smartest thing is to leave the brand alone. Before changing it, find out what’s causing the problem.
And sometimes the smartest thing is to leave the brand alone. Before changing it, find out what’s causing the problem.
THE DECISION SPRINT
THE DECISION SPRINT
Two weeks to decide if it’s worth the money.
Two weeks to decide if it’s worth the money.
We talk to five of your customers, line you up against 8 to 10 competitors, run the payback math in three scenarios and check whether your own team can explain the change. Then we bring the verdict and the evidence to a workshop with your key people, including whoever signs off.
We talk to five of your customers, line you up against 8 to 10 competitors, run the payback math in three scenarios and check whether your own team can explain the change. Then we bring the verdict and the evidence to a workshop with your key people, including whoever signs off.
We’ll do the homework. You’ll make the call.
We’ll do the homework. You’ll make the call.
1
Five customer conversations
Five customer conversations
Your longest-standing customer, your newest, a lost deal, a customer who left and a referral partner. We write down their exact words. We never ask if they like the logo.
Your longest-standing customer, your newest, a lost deal, a customer who left and a referral partner. We write down their exact words. We never ask if they like the logo.
2
Competitor lineup
Competitor lineup
8 to 10 competitors’ names, logos, colors and taglines on one page. It shows whether your category is crowded and which cues are already taken.
8 to 10 competitors’ names, logos, colors and taglines on one page. It shows whether your category is crowded and which cues are already taken.
3
Payback in three scenarios
Payback in three scenarios
Low, base and high, built from your own swings in win rate and price. It’s the page whoever signs off reads first.
Low, base and high, built from your own swings in win rate and price. It’s the page whoever signs off reads first.
4
One-sentence staff test
One-sentence staff test
Five employees each state the strategy change in one sentence. Five different answers means you’re not ready, whatever the logo looks like.
Five employees each state the strategy change in one sentence. Five different answers means you’re not ready, whatever the logo looks like.
5
Brand decision workshop
Brand decision workshop
We bring the verdict and the evidence. Your key people agree on priorities, make the call and lock one to three targets.
We bring the verdict and the evidence. Your key people agree on priorities, make the call and lock one to three targets.
What you’ll get
What you’ll get
A verdict: Go, Conditional or No-go
A verdict: Go, Conditional or No-go
A one-page report with the three scores, one finding, the competitor lineup and the payback scenarios
A one-page report with the three scores, one finding, the competitor lineup and the payback scenarios
What should come first, if other work belongs ahead of the brand
What should come first, if other work belongs ahead of the brand
One to three targets, set in the workshop and read again at 90 days and 12 months
One to three targets, set in the workshop and read again at 90 days and 12 months
A plan you can take to any agency, or run yourselves
A plan you can take to any agency, or run yourselves
Two weeks
Two weeks
Fixed fee
Fixed fee
Same fee for any verdict
Same fee for any verdict
Starts with the free Check.
Starts with the free Check.
Or book a 20-minute call
Or book a 20-minute call
What comes first
What comes first
Whatever the verdict, the answer to Why can show work that should come before the brand, or instead of it. The Sprint names it.
Whatever the verdict, the answer to Why can show work that should come before the brand, or instead of it. The Sprint names it.
A merger or acquisition: transition messaging, so customers, staff and partners know what changes and what doesn’t
A merger or acquisition: transition messaging, so customers, staff and partners know what changes and what doesn’t
Lost deals and new customers almost didn’t find you: a visibility program
Lost deals and new customers almost didn’t find you: a visibility program
Customers describe you as a vendor, and you lose on price: an authority program
Customers describe you as a vendor, and you lose on price: an authority program
The staff test gets five different answers: a brand reinforcement and definition program
The staff test gets five different answers: a brand reinforcement and definition program
The customer who left points at service, not the brand: a customer lifecycle program
The customer who left points at service, not the brand: a customer lifecycle program
Every program we put first gets the same three questions and its own targets, set before it starts.
Every program we put first gets the same three questions and its own targets, set before it starts.
Three questions. One business decision.
Three questions. One business decision.
Every Check and every Sprint asks the same three questions. We score each one Clear, Thin or Missing, on evidence.
Every Check and every Sprint asks the same three questions. We score each one Clear, Thin or Missing, on evidence.
Question
Question
Clear
Clear
Thin
Thin
Missing
Missing
Why?
Why?
Clear
The business has changed (a new market, offer, position or merger), it’s tied to a business result, and customers confirm the current brand gets in the way.
The business has changed (a new market, offer, position or merger), it’s tied to a business result, and customers confirm the current brand gets in the way.
The business has changed (a new market, offer, position or merger), it’s tied to a business result, and customers confirm the current brand gets in the way.
Thin
There’s a real problem, but nobody has checked whether the brand is causing it.
There’s a real problem, but nobody has checked whether the brand is causing it.
There’s a real problem, but nobody has checked whether the brand is causing it.
Missing
We’re tired of the logo, or someone wants something new.
We’re tired of the logo, or someone wants something new.
We’re tired of the logo, or someone wants something new.
Brand image drove only 17.5% of 166 corporate renames. [1]
Brand image drove only 17.5% of 166 corporate renames. [1]
Worth it?
Worth it?
Clear
The dollar upside pays back the full cost within 24 months. That’s our risk appetite, not a research finding. Full cost means fees plus organizational focus, rollout, brand confusion and lost recognition.
The dollar upside pays back the full cost within 24 months. That’s our risk appetite, not a research finding. Full cost means fees plus organizational focus, rollout, brand confusion and lost recognition.
The dollar upside pays back the full cost within 24 months. That’s our risk appetite, not a research finding. Full cost means fees plus organizational focus, rollout, brand confusion and lost recognition.
Thin
The opportunity looks promising, but nobody has worked through all the numbers.
The opportunity looks promising, but nobody has worked through all the numbers.
The opportunity looks promising, but nobody has worked through all the numbers.
Missing
It’s expensive and there’s no business case.
It’s expensive and there’s no business case.
It’s expensive and there’s no business case.
In one detailed public breakdown, design was 30% of the bill. Rollout was the rest. [2]
In one detailed public breakdown, design was 30% of the bill. Rollout was the rest. [2]
How will we measure it?
How will we measure it?
Clear
One to three targets, set before work starts, each written as “Increase [metric] from [baseline] to [target] by [date].”
One to three targets, set before work starts, each written as “Increase [metric] from [baseline] to [target] by [date].”
One to three targets, set before work starts, each written as “Increase [metric] from [baseline] to [target] by [date].”
Thin
We have a goal but haven’t worked out how to measure it.
We have a goal but haven’t worked out how to measure it.
We have a goal but haven’t worked out how to measure it.
Missing
We’ll know it when we see it.
We’ll know it when we see it.
We’ll know it when we see it.
Thin: something’s there, but it’s assumed. Missing: nothing’s there, or the evidence points elsewhere.
Thin: something’s there, but it’s assumed. Missing: nothing’s there, or the evidence points elsewhere.
GO
GO
All three Clear.
All three Clear.
The Check calls this Ready to decide.
The Check calls this Ready to decide.
CONDITIONAL
CONDITIONAL
Anything in between. Usually a smaller change (a refresh instead of a rebrand), or 60 to 90 days testing the new positioning in proposals and sales calls before anyone touches the logo.
Anything in between. Usually a smaller change (a refresh instead of a rebrand), or 60 to 90 days testing the new positioning in proposals and sales calls before anyone touches the logo.
The Check calls this Not yet.
The Check calls this Not yet.
NO-GO
NO-GO
The Why is Missing. Keep the brand you have.
The Why is Missing. Keep the brand you have.
The Check calls this Stop.
The Check calls this Stop.
The scores set the verdict. Only new evidence changes it. The decision is yours.
The scores set the verdict. Only new evidence changes it. The decision is yours.
Not sure yet?
Not sure yet?
Check first.
Check first.
Send us a link to whatever’s driving this: the proposal, the brief, the board deck. We read it and send back a one-page report in 48 hours, with a score on each question and a verdict: Ready to decide, Not yet, or Stop. Free. Nothing confidential needed, but no evidence, no score.
Send us a link to whatever’s driving this: the proposal, the brief, the board deck. We read it and send back a one-page report in 48 hours, with a score on each question and a verdict: Ready to decide, Not yet, or Stop. Free. Nothing confidential needed, but no evidence, no score.
The Check reads your documents. The Sprint adds five customer conversations, three checks and a workshop.
The Check reads your documents. The Sprint adds five customer conversations, three checks and a workshop.
We’re paid to get you to a better decision.
We’re paid to get you to a better decision.
Better means hitting the targets we set with you before work starts, read at 90 days and 12 months, whatever the verdict. We’re Brainrider. We build rebrands and run marketing programs too, so we could get paid after a Go or a No-go. That’s why the Sprint fee is the same for any verdict, none of it is credited toward the build, and every plan is yours to take anywhere.
Better means hitting the targets we set with you before work starts, read at 90 days and 12 months, whatever the verdict. We’re Brainrider. We build rebrands and run marketing programs too, so we could get paid after a Go or a No-go. That’s why the Sprint fee is the same for any verdict, none of it is credited toward the build, and every plan is yours to take anywhere.
Same fee, any verdict
Same fee, any verdict
Go, Conditional or No-go, the Sprint costs the same.
Go, Conditional or No-go, the Sprint costs the same.
No credit toward the build
No credit toward the build
None of the Sprint fee comes off a rebrand or a program, ours or anyone’s.
None of the Sprint fee comes off a rebrand or a program, ours or anyone’s.
Every plan is portable
Every plan is portable
Hire us, hire someone else, or run it yourselves.
Hire us, hire someone else, or run it yourselves.
We judge the decision, never the design
We judge the decision, never the design
Customer words beat insider words, ours included.
Customer words beat insider words, ours included.
We’ve been doing this a long time.
We’ve been doing this a long time.
I’ve spent more than 30 years in the agency business, working with companies on their brands, marketing and growth.
I’ve spent more than 30 years in the agency business, working with companies on their brands, marketing and growth.
I’ve seen some great rebrands. And plenty of money spent on things that didn’t solve the problem. That’s why we built the Decision Sprint.
I’ve seen some great rebrands. And plenty of money spent on things that didn’t solve the problem. That’s why we built the Decision Sprint.
Before you hire an agency to change your brand, it makes sense to find out whether changing it is the right move.
Before you hire an agency to change your brand, it makes sense to find out whether changing it is the right move.
Scott Armstrong
Scott Armstrong
A few practical questions.
A few practical questions.
Before you spend on a rebrand, let’s talk.
Start with the free Check. Send us the documents, and in 48 hours you’ll know if you’re ready to decide.
Sources
Sources
Muzellec, L. and Lambkin, M. (2006). Corporate rebranding: destroying, transferring or creating brand equity? European Journal of Marketing, 40(7/8), 803-824. https://doi.org/10.1108/03090560610670007
ACT Government (2015). Final costs for the rebranding of ACTEW Corporation Limited to Icon Water Limited. Response to Public Accounts Committee Report No. 11, Recommendation 12. https://www.parliament.act.gov.au/__data/assets/pdf_file/0020/761123/8th-PAC-11-AR13-14-Rec-12-tabled-13-Aug-2015.pdf
Should We Rebrand?
Should We Rebrand?
Independent advice from Brainrider
Independent advice from Brainrider