3 Things you need for a successful rebrand.

Execution is everything. The stakes are high, and the margin for error is slim. Your brand is an asset with significant value. And it’s felt at every customer touchpoint. A rebrand needs to be cared for delicately, and on occasion, with tough love. Here’s how.

1. Tell a story only your brand can tell.

The world is noisy and complex. It’s best to be focused on one thing that sets you apart. Convey a telegraphic, meaningful message that packs an emotional and functional punch. It only looks simple. But when done right, it provides long-lasting value and the versatility to be a platform for anything you want to say.

2. Hammer it home, no matter what.

Always support and promote your brand consistently. Successful brands are a constant presence in the marketplace, no matter what the economy says. Research indicates that brands consistently supported during a down market increase sales and share when the market bounces back versus brands that don’t.

3. Look inward. And outward.

This requires a thorough analysis of your organization and goals. Identify what sets you apart. You need to understand your competition, and your customers. The truth may hurt. But it can also set you free. Rebranding delivers the best results when outside experts are involved. They’ll see what you may be ignoring, or help reveal what has been buried over time. And they’ll most likely open your mind to things you may not have considered.