Don’t Drop the Ball: How to Track and Update Assets During a Rebrand
Effective project management and clear communication are critical to keeping a rebrand on schedule.
// By Brian Bekins //
Your brand is more important than ever, especially for organizations seeking to be recognized over an expanding number of marketing platforms and sales channels. Shifts in the market, mergers and acquisitions, and other company changes also drive the need for brand updates. It’s why 75 percent of companies have undergone a rebrand since 2020.
The reasons a company may choose to rebrand vary, including:
- To drive growth
- To reposition the brand within the current market, or to expand into a new space
- A recent merger or acquisition might force a company to rebrand.
In the last scenario, the acquired company needs to adopt the brand of the new parent company. This can be challenging if rebranding takes place when employees are getting up to speed with their new organization’s brand and culture.
Regardless of the reasons, the rebranding strategy needs to be developed upfront so all stakeholders can have a strong plan for success.
Formulating this strategy is only the first step in a long process. Once the financial analysis, planning, and logistics of the rebrand are complete, you will invariably need help implementing the new brand. A dedicated team can ensure quality control across multiple media in an efficient and cost-effective manner.