WIXLIB

www.signarama.com.auRE-BRANDING CHECKLISTFREE03 BRANDINGTO KEEPYOU ON TRACKScared Your Rebrand Will Flop?Guidelines ToGet It Right!BROUGHT TO YOU BY

BROUGHT TO YOU BY Signaramawww.signarama.com.auScaFor smaller businesses with less capacity for risk-taking, a rebrand can seem terrifying;a ‘no-go zone’ that’s exclusively for bigger fish. However, rebranding and refreshing aren’tonly for the big boys! If you have a smaller business and want it to grow (along with yourbottom line) then you need to stay in the game. The marketplace is always changing andevolving and businesses that want to survive need to keep their fists up!‘’But what if it’s a flop?’’ you ask.Well, to be honest, it may be a big flop if you close your eyes, pull the trigger and hopefor the best. Don’t do that! Knowledge is power. Equip yourself with these guidelines toensure that you get your rebrand right.Previous BrandingSignarama RebrandRebranding Is a Big DealHow do we know this? We have recently undergone a rebrand ourselves. Our new Signaramabranding included a logo, icon, and tagline changethat took place across the globe. Locally, withalmost 100 stores across Australia to considerand over 100 vehicles as well, this was a hugeproject to roll out and we learned a lot along theway.Signarama can help you with your rebrandbecause we know exactly what you can expectwhether you are a huge national chain or a localmum and pop shop with only one location. Hereare a few good tips to get you started and keepyour rebrand on the right track:SCARED YOUR REBRAND WILL FLOP? Once you start, keep the momentum going bysharing your rebranding success stories andlatest news across your entire company. This getspeople excited! Rebranding is an opportune timeto tell customers what you stand for and how youcan help. If you have a number of geographical locations,do a rebrand trial with some prototype locations.Find out what works, what doesn't, and what canbe streamlined for easier rollout region or nationwide. Be realistic with your timeframe. This can taketime to pull together!!! Stay true to your own rules and guidelines. Truebrand strength is in absolute consistency.6 GUIDELINES TO GET IT RIGHT

BROUGHT TO YOU BY Signaramawww.signarama.com.auONEUnderstand the difference between rebranding& refreshing.Firstly, a brand is not a logo. A brand is the entire spectrum of touch-points betweenyour business and your customers.It is your identity. It is how the marketplace perceivesyou and it is the experience that your customers expectfrom interaction with you. Your brand encompasses yourbusiness’ personality, your story and how you connectwith your target market. Branding is more aboutperception than reality. What the market perceives astruth about your brand may as well be the truth. Even ifyour product or service stays the same, a different brandperception can be created.Altering your brand can either involve rebrandingor refreshing, which are two very different things.Rebranding occurs when a business aims to establisha new identity or perception in the eyes of its targetmarket. It involves substantial change to the logo andbrand image. Refreshing a brand may also involvean adjustment to the logo or tagline but it is onlyslight and is still consistent with all other aspects of abrand’s identity. Pepsi refreshes. Their logo has stayedalmost the same for decades, only incorporatingslight alterations to ensure that their imageis as up-to-date as possible for their target market.SCARED YOUR REBRAND WILL FLOP?6 GUIDELINES TO GET IT RIGHT

BROUGHT TO YOU BY a.com.auTWOConsider your target market’s preferences.Both rebranding and refreshing need to always incorporate target market’s preferences.To stay in the game, you need to solve their problem, not just sell a product.Analyse your target market's preferences and thenestablish whether your brand reflects them or not.If your brand does not reflect them, then alter yourbrand to do so through rebranding or refreshing. Thisaids in reconnecting with your target market.Consider Price Waterhouse Coopers which recentlyunderwent a rebrand. A highly distinguished graphicdesigner, Karoline Cummings (Clear Identity GraphicDesign) summed it up quite nicely:‘’Personally, I like the new PwC logo: its modern, slightly complex design comes across tolook quite simple with a colour palette that sits on one side of the wheel (nice way to illustratethe way they take the complex and make it simple for the client). I also like that they tookon board the fact that staff/clients referred to the company as “PwC” and implemented thatformally in the rebrand - shows care, consideration and listening to key stakeholders (whichis important for any business to illustrate).’’SCARED YOUR REBRAND WILL FLOP?6 GUIDELINES TO GET IT RIGHT

BROUGHT TO YOU BY a.com.auTHREEFailing to plan is planning to fail.A GPS won’t direct you until you put in an address. Likewise, a business with nodirection goes nowhere.When rebranding or refreshing, you need to have aplan. You need to establish clear objectives and worktowards those.When planning, something you cannot overlook ispositioning. Consider where you want to position yourbrand in the marketplace and how you will differentiate it from your competitors. What personality do youwant it to take on? Consider Ralph Lauren: Theyposition themselves not only as a quality clothingbrand (there are many of those) but also as a verystrong status symbol for those who wear their clothing. Their brand personality oozes through at everytouch-point. They didn’t get there by accident, theyplanned it. You should do the same.SCARED YOUR REBRAND WILL FLOP?6 GUIDELINES TO GET IT RIGHT

BROUGHT TO YOU BY Signaramawww.signarama.com.auFOURRebrand when the time is right.The right time for you to rebrand or refresh depends on your customers. When theirpreferences change, that is the time for your brand to change.ANZ recently refreshed their brand when, aftersignificant research, they found that their targetmarket wanted to feel that they empathised withpeople rather than just dealt with their finances. ANZupdated their logo and changes their tagline to 'WeLive in Your World' which accommodates this need.If they haven’t changed but your brand does notreflect them, then alter your brand to do so. If theyhave changed and your brand does not reflect them,alter your brand to do so. Otherwise, don’t touch it!In summary, if you are feeling the itch to rebrand orrefresh, first go to the market.Something to also consider is when NOT to rebrandor refresh. Rebranding or refreshing for any reasonapart from your target market's preferences is not agood idea. Each situation is different and you need tounderstand yours properly before contemplating achange. Consider your current brand equity (positivebrand association, personality, and reputation). Ittakes hard work, time, money, and consistency toestablish a brand personality and reputation. Don’tthrow that away unless you have to. First, analyseyour target market's preferences.SCARED YOUR REBRAND WILL FLOP?6 GUIDELINES TO GET IT RIGHT

BROUGHT TO YOU BY a.com.auFIVEGet trendy.Understand trends and use them to your advantage.Rebranding to achieve a competitive advantage is something to aim for.It can put you in a position of attack rather than defenceand also help to improve growth and sustainability withinyour business. How do you do this? You need to followand understand the trends that are occurring within yourindustry. You then need to leverage that knowledge byapplying those trends when rebranding. It also helps tokeep a close eye on your competition (they are likely to bekeeping a close eye on you).SCARED YOUR REBRAND WILL FLOP?6 GUIDELINES TO GET IT RIGHT

BROUGHT TO YOU BY Signaramawww.signarama.com.auSIXBe consistent across all touch points.People like brands that they can understand. They like being able to associate a personalityand an expected result to a brand.Understandably then, rebranding can confusecustomers. Brands can quickly become unrecognizable and this is dangerous. Effective rebrandingminimizes risk through consistency. Consider thatBupa, HBA, MBF and Mutual Community wererecently rebranded as Bupa. Throughout the change,confusion was minimised through consistent updating and a simultaneous launch of all aspects of therebrand. From brochures to new membership cards,shop signage to uniforms, everything was updatedwith consistency in mind. The Bupa logo also incorporated characteristics of the original three logos toaid in customer recognition.A Final Word:Rebranding and refreshing can be very powerful in the hands of the knowledgeable, so goforth and fear not!SCARED YOUR REBRAND WILL FLOP?6 GUIDELINES TO GET IT RIGHT

BROUGHT TO YOU BY Signaramawww.signarama.com.auDo you need branding advice you can trust?For over 25 years, Signarama consultants have been working closely withcompanies to create customised branding and signage strategies that expertly translatetheir company image into signage that makes a lasting impression, and we can do thesame for you.With almost 100 stores across Australia, there is a consultantnear you that can give you personal, tailored serviceand advice that is specific to your business needs. Yourvery own signage consultant has access to the latesttechnologies, products and materials that others simplydo not have. Add this to their exceptional branding anddesign expertise and there are no limits in creating theperfect signage strategy for your company.Whether you have a big branding project or a smallbranding project, fully developed artwork or none at all,your Signarama consultant can provide you with a levelof service and skill that will exceed your expectations.With decades of experience behind us, you can restassured that the signage advice provided to you istrustworthy. Signarama will work with you to createsignage that really drives your message home and givesyour company the edge that it has been waiting for.To learn new ways to grow your business,contact Signaramawww.signarama.com.auCall 1300 462 723SCARED YOUR REBRAND WILL FLOP?6 GUIDELINES TO GET IT RIGHT

BROUGHT TO YOU BY SIGNARAMAWWW.SIGNARAMA.COM.AUChecklistHere is a checklist of brand touch-points to help you ‘tick off the boxes’ of everythingthat may bare your brand!1)Signage2)Branded merchandise3)Product overviews4)Business vehicles5)Uniforms6)Trade show booths & banners7)Voicemail greetings8)On hold message9)Foyer10) Business cards & letterhead with compliments slips11) Envelopes, note pads, fax sheets12) Internal memos13) Microsoft office templates: Word, Excel, PowerPoint14) Report templates15) Proposal format16) Purchase orders17) InvoicesSCARED YOUR REBRAND WILL FLOP?6 GUIDELINES TO GET IT RIGHT

BROUGHT TO YOU BY SIGNARAMAWWW.SIGNARAMA.COM.AUChecklist18) Returns19) Contracts20) Employment application21) Product spec sheets22) Customer case studies23) White papers24) Executive briefs25) Product catalogues26) Stockholder communications27) Product packages28) Product labels29) Shopping bags30) Shipping cartons31) Point-of-sale materials32) In-store displays33) CD and DVD case and labels34) Customer magazine35) Employee magazine36) Business partner/dealer magazineSCARED YOUR REBRAND WILL FLOP?6 GUIDELINES TO GET IT RIGHT

BROUGHT TO YOU BY SIGNARAMAWWW.SIGNARAMA.COM.AUChecklist37) Decals on glass38) Posters39) Boardroom40) Annual reports41) Promotional brochures & flyers42) Direct mailers & postcards43) Advertisements44) Sales kits gift tags45) Presentations/pitch books46) Presentation folders47) Media kits48) Press releases49) Package inserts50) Websites51) Blogs52) Mobile & desk phones53) Yellow Pages ads54) Website URL’sSCARED YOUR REBRAND WILL FLOP?6 GUIDELINES TO GET IT RIGHT