So you’re thinking about a rebrand? Here’s where to begin

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.

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.

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.