So you’re thinking about a rebrand? Here’s where to begin - Deepstash
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Rebranding: A New Identity

Rebranding: A New Identity

How should you think about evolving the brand identity of your own organization, and when is the opportune moment to do so? It’s important to understand that this process should not happen in a vacuum.

Every successful brand refresh is the product of intentional, mission-driven reasoning, in-depth discussions with key stakeholders, and rigorous qualitative and quantitative data collection around your key audiences.


235 reads

Know The Why Behind The Rebranding

If you’re thinking about revamping your organization’s brand identity, consider what’s driving you to do so. And the answer to “why now?” should extend beyond “why not now?” What factors—whether internal, external, or both—are contributing to the desire to reconsider your organization’s branding? Is the organization at a point in its growth where a refresh would allow you to better connect with your key audiences?

You are able to articulate what is moving your brand evolution forward and that your reasoning authentically ties back to your organization’s mission and value proposition.


82 reads

Research And Testing

Once you have articulated the “why” behind your organization’s brand refresh, qualitative and quantitative insights gathered through research and testing are integral to ensure authenticity and resonance with your key audiences.

Be intentional with the research and testing you undertake, partnering with the communities you serve (consumers, employees, stakeholders, and more) to ensure their perspectives inform any changes being made.


76 reads

Allow Adjustment Time

Don’t let potential criticism or hesitation ruffle you. So long as you’ve been thorough in your research, intentional in your decision-making, and feel confident that you’ve taken necessary perspectives into consideration, it’s ok if everyone isn’t immediately excited about your new look, feel, name, logo, or website.

It’s natural to go through a period of adjustment while everyone gets used to your new presentation. Stay grounded during this inevitable period and don’t become reactive.


71 reads

The Bottomline

This age of content creation, consumption, and engagement, in conjunction with rapid technology proliferation, can feel overwhelming. But it also provides an opportunity to take another look at your brand identity during perhaps one of the most exciting times in history to define and cultivate a space for your organization.

The opportunities are endless.


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Secretary at a company


As long as you’re unequivocally clear about who you are and what you stand for, and begin with the structural, big-picture ideation, you should be on your way to executing a successful, cohesive rebrand.


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