Is Your Rebrand an Evolution or Revolution?

Every rebrand needs to solve a problem. How extensive is yours? Is the goal of your rebrand a modest change or a substantial one? Not only does the thought process change with each, but also the groundwork for what comes after the rebrand is unveiled.

Evolution is spurred from within. It’s a change because something inside the organization just isn’t right. It’s a corrective measure; a minor adjustment. And because it isn’t earth-shattering, it is easier to anticipate and accept. Like Starbucks tweaking its mermaid logo a few years back. Even without the words “Starbucks” and “coffee,” people didn’t get lost looking for the nearest store. A few people complained, but they did it between sips of a piping hot latté.

Though a revolution can also be sparked from within by a merger or alterations in leadership or culture, it is commonly a response to elements outside the company. Whether it’s a reaction to internal factors or external factors such as a changing marketplace or a drastic measure to overcome a challenging economy, a revolutionary rebrand is a bold move and has to be communicated as such. This is big news – a major change that you want people to recognize, understand and embrace.

What is missing when most companies change their brands and simply throw it out to the public is proper, effective communication. They launch what may be a fantastic new brand but because they do it suddenly and independently of thoughtful, clever communication, they don’t create excitement. They create instant disconnect from the people they most want to please.

Don’t wait for the grand reveal. Start connecting early.

Social media are among today’s most useful tools in a rebrand. Once word spreads that a rebrand is in the works, people within an organization know something is changing. Some may become worried. Others may think they have the whole thing figured out and start sharing their opinions. Tap into both energies with a series of emails, text messages and tweets. Let them know you know all about the gossip and the guessing and promote your grand unveiling. Make it like a surprise party where the party isn’t the surprise, but the new brand identity is.

If your audience is external, keep them part of the guessing game. The same social media venues can be used to stir interest in your community or across the country. People love a good mystery. Start tweeting clues and watch the excitement build.

However you spark interest, the content and context are crucial. An open line of communication with the people you serve is an important element of any brand platform and especially a rebrand. But you can’t simply tell your customers what you stand for. You have to show them. Build on that overlap between what you stand for and what your customers stand for. That’s your common ground.

And when you change your brand, product line or your service area, tell people why. Take advantage of that common ground and dig into it. It’s where the treasure is buried.

Because evolution or revolution, a rebrand needs to solve problems – not create them.