When Is It Time To Change Your Brand?

December 1, 2015

When Is It Time To Change Your Brand?

CONFIDENTIAL 2

Why Considering Rebranding A Company

§  Rebranding is an effec>ve strategy when a company wants to: –  Communicate change about itself. –  Distance itself from nega>ve percep>ons. –  Appeal to new customer mindsets. –  Respond to or lead change in the marketplace. –  Jumpstart growth.

§  The percep>on is that out-‐of-‐pocket costs for rebranding are high. However, the ROI is a rela>vely low hurdle given immediate impact and long-‐term expecta>ons for the company under the new brand.

The Role Of The Brand

The role of the brand is to shape the thinking and ac>ons of an en>re company, resul>ng in compe>>ve advantage and market value

Why Update And Reposi?on A Brand?

To take advantage of a new business opportunity.


To address significant changes in customer behavior.


To overcome nega>ve percep>ons in the market.


To communicate significant changes in the offering.


To overcome nega>ve percep>ons of the company.


To communicate significant changes in product approach.


To make the company more approachable.


To communicate significant changes in strategic direc>on.

Key Ques?ons To Answer

§  What must the brand stand for to capture share? §  Where does the brand fit today vs. compe>>on? §  How do key stakeholders feel about the brand today? §  How far can the brand be stretched? §  What enduring ra>onal and emo>onal connec>ons can the brand build? §  What are the barriers to changing brand percep>ons? §  What ac>ons should be undertaken? Posi>oning, messaging, design, naming? §  What resources and >meframe will be required to affect change?

CONFIDENTIAL 12

Is it >me for a change? If so, contact me at [email protected] or (415)717-‐4460.

13 © 2015 SieckGrowth Branding & Design

December 1, 2015

Thank You

When Is It Time To Change Your Brand?

Marketing