Rebrands are extensive projects. You are keeping track of strategic considerations, a new name or logo and whether staff buys into the new brand. With much to do, it’s no wonder that some rebrands don’t go all the way.
But doing a half-rebrand is a mistake. Why?
Because a brand must satisfy all parts of the brand triangle to succeed. It needs strategies from institution leaders lived out by the staff and loved by the consumers. New brand creative work gives a visual signal to consumers that something changed.
Not completing the triangle risks minimizing your rebrand’s effect. As Sylvester Stallone says, "The world meets nobody halfway."
Half a Brand Strategy
A brand is not just a logo and color palette. Letting creative drive strategy (rather than vice versa) means you miss out on the substance of a rebrand. You master the "flash" or "pizzaz" half of the rebrand, but you miss the meat on the bones.
Go deeper than the surface-level reason for the rebrand: needing a new look or name. What’s under the paint on the branch? What motivates employees each day?
Consider these factors before diving straight into creative:
- Changes to your consumer base that inform creative decisions
- Brand vision, values and messaging to inspire staff
- The need for creative at all…is your brand strategy actually the root problem?
Half a New Look
Some credit unions and banks prioritize brand strategy but face indecision during the creative phase of the rebrand. They’ll double back on a renaming decision or commit to a creative direction without fully implementing the new visuals. A prime example is rebranding the institution only to leave your branches in the old colors.
Since visuals signify a change, partial execution leaves consumers confused. Did you change anything at all? Did you simply add more colors to your brand?
Remember: if you confuse, you lose. Hit a creative home run by:
- Establishing advance buy-in to creative decisions so you don’t backtrack later
- Aligning your new creative assets with each other (i.e. logo and colors suit the name)
- Leaving no stone unturned when updating name, logo or colors across locations
Half a Brand Culture
Building a brand culture is often forgotten during rebranding projects. Your staff see changes happen…but they don’t engage with the changes. According to Gallup, a mere 23% of employees feel connected with an organization’s brand culture.
And your employees will never commit to the new brand automatically. You must generate excitement about the rebrand. You must hold people accountable to the new values. You must ensure the brand is lived…not just said.
If your employees live the brand, your consumers will love the brand. Some ways to help team members live the brand are:
A Cohesive Whole
Don’t rebrand halfway. Get the most out of your investment by creating a cohesive brand from strategy to creative to culture.
On The Mark Strategies helps credit unions and banks across the country forge fresh identities using a manageable process where we do the heavy lifting. Book a free consultation now and don’t settle for something half-baked.
