5. REBRANDING
DEMANDS TIME,
RESOURCES, TALENT
AND CHANGE.
• TAKES 12-18 MONTHS
• REQUIRES SIGNIFICANT INVESTMENT
• FACES INTERNAL CHALLENGES
FROM LACK OF LEADERSHIP SUPPORT,
NO ALIGNMENT AND RESISTANCE.
THE AVERAGE REBRANDING:
7. A NEW LOGO
IS JUST A BRAND
REFRESH.
REBRANDING IS
A COMPREHENSIVE
CHANGE: NEW BRAND
ESSENCE AND CUSTOMER
PROMISE, NEW NAME,
NEW GRAPHIC IDENTIFY
AND NEW ON-BRAND
BEHAVIORS.
11. PEOPLE AREN’T EASY TO CHANGE.
ANTICIPATE PROMOTING
THE TRANSITION FOR A
FULL YEAR TO INSTILL
YOUR NEW BRAND.
INFLUENCING YOUR STAKEHOLDERS
TO UTILIZE A NEW BRAND NAME
TAKES TIME AND PATIENCE.