When a Rebrand Makes Sense
Rebranding is so much more than purely an aesthetic change — it’s treating yourself like a client.
If you follow the happenings of Eastwick — and we hope you do — then you’ve no doubt seen and heard about our recent rebrand. We are really excited about it and have been thrilled with positive reactions from our clients, partners, media and friends.
The decision to rebrand is not an easy one. It can be disruptive, consume a ton of time, resources and cost a lot. And it can also be incredibly valuable. During the last several years we’ve been involved in some major rebranding projects with clients so from the start, we knew the heavy lifting involved. We also knew the rewards if we did it right.
Doing it right meant treating ourselves as if we were our own client. It meant no skimping on resources, investing in research and executing a complete top to bottom overhaul.
Before making the decision to rebrand we took a hard look at our current brand, leveraged research we did with clients and prospects, and asked CMOs we’ve done business with or would like to do business with about what they valued in a strategic communications partner.
We found that after almost 25 years in business, we had evolved beyond our original position as a public relations agency to an integrated communications firm. Our brand values and even our brand promise had evolved. We didn’t feel like our voice, look and attitude of our current brand reflected who we had become.
We’re quirky but pragmatic, tech obsessed, curious and driven. Our clients are never the same; nor are their stories. Whenever possible, we mix it up. Case in point: Who on earth decides to rebrand with not one new logo, but five!? Yes, you read that right, we now have variations. The concept behind our multiple colors and logo vaiations is that the world of communications is dynamic, constantly changing, where one size does not fit all. Our new website also better reflects our expanded services in digital and content, creative, research and analytics, and customer advocacy. The whole look and feel is fresh and alive, filled with energy and possibility, promise and potential… just like us.
Having done it, here are five tips for a successful rebrand:
- There is an art and science to rebranding. Hire experts.
- Don’t cut corners or skip steps. Start with research. Do the hard work of establishing your brand promise and values before changing your look.
- A rebrand involves more than a new logo and color palette. Does the tone in which you and others talk about your values, services and products match your brand values? Does the experience your customers, partners and prospects have with your people match your online presence and your products?
- Get enough feedback from stakeholders — but not too much. The more people involved, the more great ideas become marginalized.
- Plan on it taking longer than you think. Six months minimum if your rebrand includes a new website and all new materials.
Do you have other rebranding tips? Share them with me @barbbq and @eastwickcom. Plus join the conversation and let us know what you think of our new look and feel with #EWtoday.
