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Launching a Successful Rebrand

By: Aniko Hill
Posted: November 5, 2008, from the November 2008 issue of GCI Magazine.

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4. Don’t lose your roots.

You have gotten to where you are for a reason, so make sure to analyze which parts of your brand are already successful. It could be a name, a signature product or even a color. Some creative agencies will want to put their own stamp on your brand regardless of your brand’s history, but don’t let them lose sight of things that are important to you.

5. Hire the right agency.

Most small- to mid-sized companies hire different professionals or agencies for tasks; as a result, they often don’t have a cohesive approach to their brand expression. There are a lot of creative agencies out there that offer services which may address a specific brand touchpoint, but are often limited in their scope of services and their knowledge of brand-building as a whole. For example, a web design company might be really strong in technology, but is probably lacking in an overall understanding of brand strategy or design aesthetic. If a full rebrand is required, it is best to hire an agency that specializes in the holistic process of branding and can execute strategy across multiple platforms consistently. In-house teams can then be employed later on to execute and maintain the new strategy based on established style guides or blueprints for a brand.

Aniko Hill is the founder and creative director of The Kitchen Collaborative, a boutique branding agency that works to create premium lifestyle brands. She has worked on branding projects for Boeing, Disney, Master Foods, Sony, Ketel One Vodka and Red Bull, and has taught advanced courses on branding and packaging design at The Art Institute of California.