Marketers know a rebrand is more than a shiny new logo or ad campaign. It requires a compelling vision (including your positioning) that can be understood and articulated by all—starting with your company’s leadership and employees.
Whatever the reason for the rebrand—entering a new market, targeting a new audience—your agency should help you sell the rebrand inside your company’s walls. Your most potent brand advocates are your colleagues. After all, if they haven’t bought into the rebrand and the philosophy behind it, why in the world would anyone else?
Having helped hundreds of companies go through the branding and rebranding processes, I have identified six steps to making sure your company is ready from the inside out.