Touch-points:

Brand,

Reinvigorating a well-established business is a lot like moving house. When you decide you’ve outgrown the space you once found comfortable, you also need to decide what you’re looking for next. Then you need to actually find that dream home, navigate through the sale process, and then plan your move day! Here are a few helpful questions using the metaphor of moving home to help you decide if you’re ready for a rebrand.

Over the years we have enjoyed the privilege of helping all kinds of organisations to revitalise their brand identity.

 

 

What is your budget?

Just like moving house is more than just updating your address, refreshing your brand is so much more than just tweaking a logo! Depending on the size of your business and how dramatic your changes are, a brand refresh can be a major project that requires adequate investment to be successful. A good place to start is by making a list of all the touch points where your brand appears; from business cards to websites, from photography and video, to signage and packaging. This will begin to inform the extent of your budget.

You will also need to make a list of all people that will need to be included on the rebrand journey so that the project actually stimulates more business – rather than create confusion for your staff and current customers!

All of these touchpoints and people will take time and money to be updated, so it’s worth creating a full scope of your project from the beginning. Last but not least, make sure you leave a good portion in your budget to launch your new brand properly – is that a client party, a brand video, a result driven digital marketing campaign or a hand-delivered client gift? Make the most of the new you!

image
image

 

What is your desired location and long term goal?

Are you looking to elevate your brand to become a more sophisticated experience, or do you need to create a simpler and more friendly brand? Are you looking to celebrate a large milestone (i.e 50 years) or are you preparing to sell the business?

Knowing where your business is heading, and who you are selling to are really important in a rebrand. As a business owner you know your customers really well, but you may want to think about conducting a brand perception survey as a helpful tool in deciding what you need to work on to be attractive to a wider audience. A good design agency will able to guide you through a process of researching and identifying the right position for your brand and provide a new visual language to match.

 

Who is your agent?

Its common knowledge that not all real estate agents are the same, and not all graphic designers are equal either! Make sure you have a good look through your designer’s portfolio to ensure their style is going to match your desired aesthetic. Even better, ask the designer if you can chat to a couple of clients to see how their projects have gone. Ask how long did it take to arrive at the finished product? How did the designer respond to feedback, and what measures did they take to really understand the project brief? Did they present creative concepts or did the client really have to push the designer?

If you are going to invest in a new brand, make sure you can find someone who can really deliver the results – a great brand will pay off for many years to come!

image
image
image
image

 

Who is in your family?

Every solid business is built on solid relationships. If you’re doing things right, your customers and staff should feel like part of the family. You don’t want to leave anyone behind in your rebrand project, so it’s important to communicate effectively or seize the opportunity to strength relationships.
Launching a shiny new brand is a fantastic excuse to visit your customer family, or invite them to a launch party. Get creative on ways you can announce your new look.

A brand refresh is also the perfect opportunity to re-engage your employees. Use this project to gather your people and revisit your core values in a team workshop – make sure your values still fit the business! Include some of your key people on the design process, or to lead the roll out of the new collateral. Ask yourself, how will the new brand effect my people? Will it just be a case of the new logo on their polo shirts and ball point pens? Or, is this an opportunity to improve the way your team answers the phone as well?

 

What’s your move day?

Finally, once you have found your dream home, you still need to shift all your belongings from the old house to the new. Like most things timing is everything, and planning the logistics and roll out of your brand refresh is crucial if you want to want to maximise the opportunity. I would recommend at least 4-6 months lead time…. (Maybe more if you need a new name as well!) Give yourself plenty of time to ‘discover’ where you want to go, and define what the new brand will look and feel like. This is the ‘hard work’, so once you have nailed this you can roll assets out quite smoothly.

image
image
image
image
image
image
image
image
image
image
image
image
image
image

 

Ready to make the move and rebrand?

Get in touch to book a meeting with our award-winning creative team today.

 

Words by Craig Jones, Creative Director.

Contact Us
Craig Jones

Creative Director

Bio +
Jeremy Hill

Senior Designer

Bio +
Will Ockhuysen

Senior Designer

Bio +
Emily Bellringer

Marketing Director

Bio +
Heinrich Swartz

Digital Marketing Specialist

Bio +

“Oh la la. An exceptional experience with Craig and his team.  We are so proud of our design, and from start to finish they had us on the edge of our seats with excitement. The team took pride with their execution and had a real understanding of our target market. The results speak for themselves, thanks Team Strategy Collective.”

Mikaera and Julie Tewhata

Maison Aotearoa Charcuterie

“Strategy Collective’s Brand and Marketing team have been part of the Juno Gin story right from the get go. They continue to support us and are an essential part of our business. Having the HR team to recently help us recruit and appoint our first full-time employee shows the multi-facets that Strategy Collective bring. It has been great to be able to rely on their knowledge of the legal and process requirements around HR and to have their support with that most important thing – payroll!”

Dave and Jo James

Begin Distilling

“We have been so pleased with the way our dedicated team at Strategy Collective launched our new business Lend and bought our vision to life. From the first concepts we were given, we knew that Craig and Emily understood our preference for clean, fresh, original, and yet professional branding. We were both pleased and surprised that there was more than one option that we would be more than happy to launch with. Heinrich has also produced great results with our online marketing campaigns and the feedback from our clients on our website has been fantastic, I would have no hesitation in recommending their services for anyone launching a business or utilising their marketing services to increase their market presence.”

Jo and Natasha

Lend Mortgages and Insurance

All Articles

Let's Talk!

Call us today.. +64 (06) 759 7044
Join our email list