Branding and Rebranding

Author: Alan Kaplan7-05-2013


 An organisation may require branding for a number of reasons, but the two most common reasons are:

  • A new company or product (or service) brand has been created
  • An existing brand requires enhancement or needs to be rebranded. This is often done to meet a new strategy or business objective and may result as a consequence of unforeseen or changed circumstances. A rebranding exercise is not one that should be taken lightly and should include top management.

Branding (and rebranding) has strategic consequences, with the potential to impact on areas such as image, reputation, profitability and others. The branding team should have excellent analytical and creative skills and their efforts should ensure that the brand is optimised relative to strategic objectives and incorporates longevity.

In addition, the brand should add value of both a functional and emotional nature and have a distinct point of difference.

It should also ensure that its points of parity are of acceptable standard. Many companies ignore points of parity but they are essential elements of an outstanding brand.

Optivance 360 helps optimise all aspects of brand development and strategy including brand identity, brand positioning and brand architecture to name but some.

When considering branding or rebranding it is essential to optimise your plan of action, taking into account the compatibility of both the brand and the organisation. Issues like mission, vision and culture are all important to factor in.

Optivance 360 is dedicated to working closely with all relevant stakeholders to simplify and optimise the branding process.

Some important issues to consider are:

  • Branding is a long term strategic issue. Unlike marketing which can be changed on a daily basis, branding must have longevity. A brand is an important asset with the potential to add significant value to an organisation.
  • Will your branding align with your business model and plan from a strategic and core value perspective?
  • Do you have research to back up your branding plans or, if not, are you committed to research, as affordable?
  • How will the new brand be differentiated, what needs will it meet or create and what value package will it offer? Are both the product and the brand appropriate for our proposed sector and target market?
  • Do you have brand parity in the areas that matter most?
  • Do you have the best team in place to perform all branding tasks seamlessly?
  • Do you truly understand all the elements and the sequence involved in the branding process?
  • Do you understand how branding, marketing, sales, and other key areas dovetail to create and sustain an optimal sustainable advantage?
  • If so do you have the budget, staff, technology and time to do this yourself?
  • Have you considered the advantages associated with having outside expertise providing fresh ideas and an objective overview?
  • Are you able to measure the success of your branding efforts and if so what criteria will you use?
  • Have you taken competition into account and compared your proposed offering to theirs?

Contact us

Contact Optivance 360 for a no obligation discussion on how we can assist you with all your branding, marketing and communications endeavours in a consulting, non executive management or mentoring capacity, or for any of our other key business services.

This article is for general information and the reader should seek specific expert advice before taking any action.


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