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Full Description
Have you been challenged to refresh or fix your brand to reach new buyers and grow revenue? Are you wondering where to start and what it takes to do it successfully?
Strengthening your brand will create value for your business. But too often rebrands are done the wrong way and the expected revenue doesn't follow.
You can't afford to wing it.
Rebrand Right is a practical guide to help you diagnose, then define and deliver changes to your brand, marketing and experience to grow your business.
Start by understanding the four brand factors that drive growth and diagnose where your problem really lies. Then work your way through step by step, from brand strategy and identity, to marketing, implementation and experience.
Based on 50 years of experience with over 90 B2B and B2C brands, this is the definitive guide to modern rebranding.
Let's get your rebrand right.
'A definitive guide on how to help your business grow through effective brand management and strategy.' - Pete Markey CMO, Boots
'The book I wish I'd had earlier in my career. Brimming with obvious experience and practical steps to follow.' - Marisa Kacary CMO, WilsonHCG
'When it comes to rebranding, no one is more qualified than Sarah and Rachel.' - Alisha Lyndon CEO, Momentum ITSMA
Contents
Introduction
Part 1: Diagnose
The four factors of brand growth. How brands grow and the four factors you need to focus on.
How your rebrand can drive growth
The four factors that influence brand growth
The things you control that contribute to those factors
Examples of brands that made changes to those factors and turned around their growth
A model for brand growth that helps guide your next steps.
Brand Diagnosis. Diagnosing how your brand is performing on each of these factors.
What questions you need to answer to diagnose the rebrand problem you have
How to structure a Brand Diagnosis presentation
How to sequence and run the research required
How to approach it on a small budget.
Part 2: Define
Brand Strategy. Building in relevance and difference.
What is a Brand Strategy?
How does it connect to the business strategy?
The four questions you need to answer in a Brand Strategy
How to get beyond the complexity of all the Brand Strategy jargon and frameworks
Where do you get the insights to make changes to your Brand Strategy?
How do you use these insights to create a cohesive, easy to understand strategy?
What do you do if you're working with a product brand that is part of a bigger company brand?
How do you capture the core of what needs to drive your long-term, brand-building effort?
The seven things to watch out for across the process.
Brand Identity. Building in difference, ease and cohesion.
When is change to your Brand Identity necessary?
What makes a good Brand Identity?
Why do you need distinctive brand assets?
What assets can you create and change?
How do you figure out what to do with yours?
How do you brief and run a Brand Identity process?
Should you test the Brand Identity and how?
What may go wrong/plan B
The shortcuts if limited time or money
Why to say no to guidelines - what's a better way to ensure your Brand Identity gets used in the optimal way?
How do you know you've done a good job?
Part 3: Deliver
Implementation, engagement and experience How to approach implementation
The core team you need
How to make the brand how we do things, every day
How to make or break launch
What to focus on in the employee and customer experiences
How to create moments that matter
How to implement the Brand Identity
Brand to demand. Your Marketing Strategy and Plan
Why to make brand and marketing cohesive
The decisions you need to take in your Marketing Strategy
How to invest your budget
How to structure your Marketing Plan
The make-or-break elements
Compelling creative with a hard-working media strategy
Buyer journeys that make you easy to buy
Moving from random acts of content to making content to requirements
Writing messaging that ladders
Localising to work in each country
Structuring your team
Using language wisely and handling fickle colleagues
Measurement that tells you how it's working
Measurement and momentum
What to listen for changing in the market
What, why and how to measure impact
When to adjust your strategy
How to feed your plan.
Conclusion
