Fresh ideas – always grounded in practicality.
Rebranding projects come in all shapes and sizes. Depending upon the objectives of a rebranding initiative and constraints like budget, the conversion strategy should be tailored accordingly.
A lightning-fast rebrand, may seem best for creating impact but it often comes with high cost and complexity, and may even cause confusion. With the large amount of upfront work required with suppliers, it is also very difficult to keep a new brand confidential until launch. That said, some companies initially advance their rebrand using a placeholder such as, “New Co.” that looks like the end result.
To help our clients define, scope and budget their rebrand conversion strategy, we conduct scenario building workshops that explore the typical range of potential approaches. This usually results in a combination of these approaches being utilized – they can be mixed and matched, and applied selectively depending on the branded asset in question.
Approaches defined:
-
-
Overnight transition: As the name implies, the rebrand occurrs all at once, to maximize impact and buzz. This is usually the most expensive and complex approach that involves extensive planning and “all hands on deck.” In addition, upfront communication must be clear and widespread to avoid confusion on the part of customers, suppliers, shareholders, and employees. This can involve teasers about the upcoming brand reveal, and even a countdown clock to the day of the launch.
-
Outside in: This is a way to create the impression of an overnight transition but to reduce cost and complexity. The approach is to start the conversion in less populated areas or on a regional basis, working inwards into urban centers or prominent flagship locations.
-
Launch splash: Many times, we have worked with our clients to create an initial splash of branded items to coincide with a public announcement of the new brand. This often involves reception signs in all offices, entry door film and branded premiums/”swag” (e.g., water bottles, notebooks and lanyards) at every desk. All of the above, can be very effective for employee engagement and rapidly deployed (e.g., no permits required).
-
Prioritized assets: A high impact launch can be achieved, while containing cost and risk, by focusing on the highest impression assets. For example, if UPS was to rebrand, wouldn’t it make sense to rapidly rebrand delivery trucks and uniforms, and take more time to convert other items?
-
Endorsed branding: Many organizations choose to transition with an endorsed or co-branded identity, as an interim step, or even making this permanent. This is mostly used in M&As, to promote the new ownership, avoid confusion, and transition brand equity from one organization to another. This will often take the form of: ABC co. acquires XYZ co. and the interim brand becomes “XZY, an ABC company.”
-
Like for like: This strategy looks to keep things simple and cost effective by just replacing branded items with ones of the same type and quality. It does overlook the opportunity to leverage the rebrand to improve brand representation, lower maintenance costs, refresh capital assets, achieve economies of scale, etc. However, particularly in a decentralized organization that wants to use internal resources, this approach can be simple and effective.
-
Deplete and replace: This focuses on containing expenditures and not disposing functional assets, by only rebranding items when they need to be replaced or reordered. This is usually not applied across the board, as several types, like signage and fleet, would remain in place for years. It is usually applied to consumables like business cards, collateral, and product packaging.
-
Where’s Waldo?: Even with very thorough data collection, some branded items can get missed, which is particularly problematic if an acquisition has penalties for the use of a trademark, after a defined date. We have found a fun and engaging solution is to run a “spot the old brand” contest for employees.
-
-
-
-
An effective conversion strategy involves a practical balancing act among brand impact, logistics, cost, quality and timing. We have the experience to help you define that strategy and see it through.
If you would like to discuss your rebranding strategy, please call or email us: 647-823-7001, contact@brands-applied.com.
A rebranding SME – what is one and why does it matter?
3 min. read.
If you ever have had the pleasure of project managing, or being part of, a major software implementation, you likely know the acronym SME (subject matter expert). Not to be confused with the term, Small to Medium Enterprise.
A SME has been defined as, “an individual with a deep understanding of a particular job, process, department, function, technology, machine, material or type of equipment.” 1
Just as the expertise of a SME is critical to the success of an IT project, so is one for a rebranding initiative.
But what specifically does a rebranding SME bring to the table? Among other things, in-depth knowledge in multiple industries and touchpoints/branded assets.
This equips you with a person that knows who the trusted suppliers are, how to navigate the unique challenges of each industry, what technical aspects are critical for reproducing brands, and how to avoid costly mistakes.
Examples of branded assets/ touchpoints are: signage, vehicles, uniforms, online, collateral, packaging, ID badges, trade shows, and business cards.
Key attributes of a rebranding SME:
Proven experience in several rebranding initiatives, with documented ‘lessons learned’ to help avoid common pitfalls that affect most projects.
Deep technical knowledge of applying multiple branded asset types, including, materials and components, application methods, associated technology, durability and ongoing maintenance.
Relationships with multiple vendor types – not only signage or print – that have the proven ability to deliver.
Knows the steps required to realize the brand consistently, across all asset types (e.g., 3D modelling, samples, prototyping, first articles, and inspections).
Experience with and respect for creative, design, and brand strategy.
Up to date on the latest innovations in each industry.
Brands Applied gives you access to SMEs, application designers, implementation specialists, and analysts, to help quantify (scope and cost), strategize, plan, design, specify, and ultimately apply your brand as intended.
We would appreciate the opportunity to discuss this topic further. Please call or email us: 647-823-7001, contact@brands-applied.com.
References
Wayfinding – let's get there together.
3 min. read.
Wayfinding is a complex, interdisciplinary endeavor that includes several types of design (graphic, interior, UX, industrial, and architecture), the psychology of perception, material and manufacturing specialists, political and regulatory compliance, and most importantly, wide ranging end-user input and testing to develop standards (always including visually impaired people’s feedback).
In the end, it is a form of universal design (which intends to benefit all people), striving to help everyone find their way, from the fully able, to the visually impaired, and others. This often includes color coding or symbols to aid memory or segment large buildings into smaller zones, floors or wings.
There are many technology-based improvements that are currently mostly underutilized (e.g., Google indoor maps), and many more on the horizon. This includes smartphone apps with geolocation and AI guidance, but until then and in support of this coming tech, wayfinding signage must be implemented rigorously.
For creators and maintainers of wayfinding programs, there are great technology solutions, as well. The leading software platform is SignAgent, which can be thought of as the AutoCAD of wayfinding.
ADA compliance for spaces like museums, hospitals, malls, office buildings, airports, and even city streets, is critical to help all people access services and remain safe. In addition, not complying, risks legal action (e.g., discrimination lawsuits), reputation damage, loss of Medicaid/Medicare funding, and not attracting a diverse workforce.
We can ensure you are 100% compliant in all global jurisdictions (e.g., California Title 24), and help you develop a customized, durable, flexible, and easy to maintain wayfinding system.
Compliance and functionality should be a given in the design, but also complement specific building architecture, branding, and organizational culture and goals (e.g., use of green materials).
We would be happy to discuss this topic further. Please call or email us: 647-823-7001, contact@brands-applied.com.
To brand, or not to brand, that is the question.
4 min. read.
If you have successfully made the case that your organization needs to rebrand, first off, congratulations, then the next question becomes what to brand, when, and how?
In the majority of rebranding initiatives, how the brand is applied is almost as important as the new brand itself. The most straightforward approach is to do a, “like for like” replacement strategy but this largely ignores efficiencies, opportunities for improvement, priority areas, and consistent brand representation. We will cover the typical range of brand conversion strategies in a subsequent post.
A simple rule of thumb we share with clients is, “fewer brands, with more impact.” This is not ideal for all situations but it can result in significant cost savings, increased consistency, and improved perception. Essentially, don’t allow your brand to be watered down.
But why do so many rebrands go off the rails, even with a solid conversion strategy? Three main culprits are:
-
- Insufficient brand engagement (“activation”) of all employees.
- Not enough support with consultation, guidelines/standards, and tools.
- “Rogue” brand use.
In the first case, the bar must be that it is easier to get it right than to get it wrong. It begins with engaging and energizing staff around the importance of the new brand and how it will move all parts of the company forward. This often includes additional training for brand champions/ambassadors in every department. From there, it becomes more tactical, with support (e.g., help desk), easy-to-use guidelines, standards, and tools like document templates, housed in a readily accessible brand portal.
Having employees that are enthusiastic about the new brand is great but it is also a “good problem to have,” in that, the enthusiasm can result in logos being applied indiscriminately. Incorrect usage of your trademark can create serious legal issues, not just weakened brand perception. However, no one wants the brand team to be perceived internally as the “logo police.”
There is a huge divide in opinion over distributing the brand for general use by employees or tightly restricting it. At risk of being called heretics, we believe in providing high-quality, properly formatted logos for use, with a cautionary note that anything created should be sent back to the brand team for review. A brand portal should make this approval workflow seamless.
We have seen, time and time again, that restricting logo access simply results in the use of poor-quality versions copied from the internet and often put in front of customers, remaining in use for years. We call this “Rogue” brand use. It is worth noting, logos should be provided in .SVG format, by default – more on that in a subsequent post.
A fun and engaging way to help overcome this is to make it easy to order good-quality premiums (swag/tchotchkes) on a brand portal. These items often let your brand down the most, by appearing cheap or wasteful, or purchased from non-approved suppliers who don’t apply the brand properly.
In summary:
- Focus on rebranding assets that create meaningful impressions, and neutralize the rest.
- Engage hearts and minds, and follow up with tools and resources.
- Provide high-quality logo files that employees can easily access, but apply controls.
Thank you for your interest and safe branding out there! We would be happy to discuss this topic further. Please call or email us: 647-823-7001, contact@brands-applied.com.
A well planned and managed rebranding initiative is reliant on good quality branded asset information, to understand the scope, potential cost, and timing of the conversion. But how to go about collecting existing condition data accurately, rapidly, and cost effectively?
Our Brand CaptureTM app is ideal for efficiently and consistently gathering what’s involved – from initial sampling to complete inventories that are needed to make informed decisions about a rebrand program.
Just as important, it is the first step in an integrated technology platform to quantify, analyze, inform, manage, report on and convert your brand. This includes project management software (e.g., Gantt charts), custom workflows, automated notifications, simple review and approval features, real time dashboard reporting, and even artwork automation.
To try or see a demonstration of our app and discuss the importance of subsequent integration. Please call or email us: 647-823-7001, contact@brands-applied.com.
Brand Capture interface
The details:
It starts with a custom configured, user friendly, mobile app (without coding) that facilitates consistent information gathering, whether done by internal resources or a third party.
Surveying is managed through a cloud-based portal that controls the distribution, monitoring, collection, and consolidation of the data collected. Even at this point, dashboards are easy to generate that summarize current status and allow for analytics of what is being gathered.
Rebranding projects come is all shapes and sizes. Some are relatively contained to things like reception signs, while others include huge campuses with dozens of signs per location – not to mention the hundreds of other branded items involved. We believe in tailoring solutions to the task at hand and working with the appropriate resources (internal or external), rather than the force-fitting premade tools. Our app can be sent to or downloaded by your local staff or authorized third parties to start collecting data.
The good news is, when leading platforms are used as a starting point, the best of both worlds is possible. You can have highly customized tools, with proven functionality and infrastructure, with no development costs – leveraging the best of existing tech offerings, that are already integrated.
Simple document automation process - site surveys
When consultants or average suppliers claim to have created their own great data gathering, project management and workflow tools: they either actually provide poor ones or have “white-labelled” someone else’s solution and are marking up the cost. How can a consultant claim to have better collaboration software (for example), than a Silicon Valley “unicorn?” At Brands Applied, we believe in being transparent about the leading tools we use to integrate an end-to-end technology structure for your rebrand.
Key features:
-
A single web portal including:
- Flexible survey building with dozens of standard drag and drop fields for multiple media types (images, videos, interactive maps and floorplans, detailed instructions and training videos, drop down lists, and image annotation) but with easy to add custom fields.
- Managed data gathering, starting with the dispatch tool, then, tack, monitor, respond to users, escalate issues, review incoming info, and measure surveying performance.
-
Intuitive interface for internal users and professional vendors alike, to easily create consistent data.
-
GPS coordinates (geo-tagged interactive maps) and timestamping automated for each branded asset. Image meta-data is fully maintained.
-
One click PDF survey reports for each location.
-
Data export to Excel, CSV, etc., and direct API connection to cloud based apps (e.g., Google Sheets and Smartsheet) or corporate servers.
-
Offline data gathering without a connection to the internet or mobile network.
-
Seamless cloud upload (when Wi-Fi or cellular data available) of completed surveys that interfaces directly with the survey management portal.
-
Android and iOS smartphone/tablet compatible.
-
Thoroughly tested enterprise grade security to avoid unauthorized network access, malware, or access to proprietary data.
We would appreciate the opportunity to discuss and demonstrate our app-based data gathering approach and the importance of subsequent integration. Please call or email us: 647-823-7001, contact@brands-applied.com.
One of the biggest bottlenecks in rebranding projects is the capacity of suppliers’ (or internal) art departments and this is often compounded by time consuming, inefficient and error prone review, approval and revision processes. Brands Applied has helped clients and suppliers implement artwork automation and workflow management to accelerate and improve this critical work. This can also deliver ongoing operational, productivity, and brand management benefits.
But what are these concepts specifically and why does it matter?
Artwork Automation
Fundamentally this involves using technology to eliminate manual, repetitive, low value add but often detailed artwork (e.g., hundreds of individual door number plates). One of the most widely used examples is the web based business card service Vistaprint.
Typically, standardized document templates are developed that can accept dynamic database driven content, to allow for customized yet consistent documents and art files that are production ready. Skilled designers no longer need to manually type the details for each file or hand assemble repetitive documents, and can focus on creative. In addition, information already gathered can flow directly into document fields (e.g., your facilities list populates the address in each site report).
To further address resource constraints, artwork automation can empower non-designers to create brand compliant and production ready documents, on demand and not be reliant on art department capacity or costly agency talent. The interface can run the gamut from off-the-shelf cloud based collaboration services like Smartsheet, to very user friendly “web to print” solutions that enable simple drag and drop creation, but typically require significant IT development. Regardless of the interface, Adobe InDesign Server has proven to be the industry leading artwork automation platform, leveraging the strengths of InDesign and Illustrator, for page layout and PDF output.
A common use case is the development of site recommendation documents that illustrate existing facility branding and proposals for updates (often signage focused). Below is an overview of a typical automation process for this use, which includes app based in-field data gathering (more on the use of apps in a subsequent white paper).
Brand CaptureTM survey and recommendation portal
Workflow management
Specific to rebranding, it is the establishment of documented processes to structure and control the activities required to efficiently produce branded outputs.
A well designed workflow should make the process transparent and easily followed. It should facilitate artwork requests, the management of resources, adherence to the workflow, stakeholder reviews with quick and clear markups, accurate and timely revisions, version control, and software based cross referencing to ensure all feedback has been incorporated – all with automated notifications to keep work moving.
In cross-functional environments, this often takes the form of a ticketing system administered by a creative director’s assistant that allows for balanced resource allocation and supports designers by giving them personalized reporting on their prioritized list of requests, as well as, lets them report on their progress (e.g. green, yellow, red, and percent complete). If the designer changes the status of the request to “ready to review,” the reviewer/approver is automatically notified by the system. This greatly reduces back and forth emails, instant messages, drop by visits, and meetings to discuss the status of requests and who needs to take action.
Typical helpdesk workflow
Best practice includes performance metrics, readily available reporting, and the ability to analyze both the workflow status and underlying company data. Again, usually the best tool is an established cloud platform that makes it easy to structure workflow steps and track status (with little or no IT development), feels familiar to users, acts as a document repository with version control, automates notifications, supports analysis and reporting, can interface with external databases, and provides additional features like Gantt charts for project management.
Version control alone can create major inefficiencies, errors, and costly rework. This functionality is very expensive and time consuming to custom develop. Brands Applied typically favors utilizing powerful best in class collaboration tools, rather than “reinventing the wheel.”
We would be happy to discuss this topic further. Please call or email us: 647-823-7001, contact@brands-applied.com.