This book was a recommendation from our COO to help describe the process of what B2B’s should consider while going through a rebrand process. This came from a great brand agency, Focus Lab. Let’s begin!

  • When a company grows, everything breaks.
  • B2B companies don’t need to be boring. The good ones use the B2C formula. When they lead with a consistent brand, that moment can help increase growth dramatically.
  • Understand the Why (Simon Sinek). Companies generally lead with the what (products). Those with the why can speak in a more connected way.
  • The highest growth companies invested more into the intangible assets (brand) than their low growth companies.
  • When do you rebrand? You’ve reached an inflection point (a new name, merger, or change in strategic vision). Things are being held up with duct tape.  Brand execution lacks consistency. People are confused both internally and externally. Or you’ve simply outgrown the current brand.
  • Signs of a great agency:
    • Portfolio – The ability to solve other’s problems
    • Process – How will our process set them up for success
    • People – People caring about people. We will push you to do the best work (we aren’t a “yes” agency)
  • You’re aren’t going to love everything your agency delivers. It’s a fact. That doesn’t mean you won’t eventually land on a fantastic solution. Not everything will be love at first sight.
    • Revisit each deliverable’s stated goals and consider whether or not it hits the mark
  • Strategy – a plan for the systematic development of a brand in order to meet business objectives. (It’s not research)
  • Branding draws people to you (and keep them coming back). Marketing is a set of activities that tells people about he brand. Branding is the pull. Marketing is the push.
  • Brand – composed of values (how we act), passions (purpose), genetics (products, services, core competencies), interests (goals), and family dynamics (how we relate to the world). Core messaging (Purpose, Mission, Vision, Values)
  • Messaging – Purpose, mission, vision, values
  • “Our agency puts a lot of weight on differentiation.”
  • Positioning outlines the place the company occupies in the minds/hearts/lives of the audience.
  •  In a crowded marketplace, fitting is failing. Not standing out is the same as being invisible.
  • Ellsberg Paradox – When choosing between two things, one with a known level of risk, the other with an unknown level of risk, people will often choose the known risk even if the latter has the potential for greater reward.
  • Balance may be counterintuitive. Consider your brand attributes – sincere, sophisticated, and imaginative. Typography maybe sophisticate. But yoru palette breaks the norm and is imaginative. Sincere may not show up in everything, but it does show up in the verbal and written components.
  • It’s rarely love at first sight. Remember you may not be the audience. Your customers are.
  •  Without strategy, then a rebrand is just creativity for creativity’s stake.
  • Strategy = research, evaluation, direction
  • Visual strategy. Great word. Bridges written, strategy, and comms into visual design
  • Even when things feel ready, don’t rush ’em. It takes time to polish and deliver.
  • Understand that  brand is a living organism. It requires certain amount of flexibility and space to thrive.
  • No sneak peaks. Let a launch be fully ready. This includes launching web, campaign, etc. all together. Don’t give it out early.