From the course: Agile Rebranding

Understanding why rebranding is important

From the course: Agile Rebranding

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Understanding why rebranding is important

- This course isn't about ideal situations. It's about what agile rebranding looks like when you're moving fast. When everyone's plate is completely full, but you still need to rebrand to stay relevant. Only 25% of brands actually stick to their brand guidelines, according to a study in 2019. So my question is what are the other 75% doing? They're doing their best to keep up while juggling a million other things. Besides this very real concern, you've probably noticed that brands don't exist in a vacuum. You might be staying the same, but the world around you is changing. There's movement happening all the time, social, economic, financial, political, cultural. And yes, your customers are absolutely looking to see how you react. So there's some urgency here that you can't just sit on. Almost every category is becoming more and more competitive. It's easier to start a business than ever before. And new brands seem to pop up overnight and steal market share. But don't worry, I'm going to help you take control of the plan for your rebrand. Okay, so what will we cover in this course and what won't we cover? This won't be about huge rebranding overhauls. If we compare agile rebranding to a home renovation, we're not going to completely tear down the house, rip out the foundation and build from scratch. In projects like that, you have to move out for a year because your house is basically a construction site, with dust and drywall everywhere. And it's not in a livable condition. So our work together is going to be more like renovating one piece of the house at a time, the bathroom, the entryway, or the kitchen. Why? There are parts of your brand that are already working. So we don't need to throw everything out. I'll talk about what to prioritize in your rebrand, and how to make sure your brand is cohesive. You'll learn what branding levers are and ways that your brand expresses itself, beyond just logos or colors. I'll also dive into how marketers can work with designers more effectively during a rebrand so you can avoid some common pitfalls. And lastly, how to develop your brand's point of view so you can give your brand a refresh that reflects who you are and what you stand for. You'll get the tools you need to do a refresh, while keeping it all in line with the overall style of your brand. This approach is a lot more practical for brands that need to keep serving customers, and not just stop all operations because you're doing a rebrand. I'm going to show you examples from a bunch of different industries, so you don't just get too focused on your own industry. This broader field of vision will help you avoid boxing yourself into a corner. The key is to stand out and you can't stand out if you look like everyone else.

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