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12 Step Program For Re-Branding a Company
- 1. A 12-Step Program
for Re-Branding
a Company
Grant Johnson, CMO Pegasystems March 2012
© 2012, Confidential, Pegasystems Inc.
© 2012, Confidential, Pegasystems Inc.
- 3. Step #2: Interview All Key Stakeholders
Conduct
interviews, including
customers and
executives
3 © 2012, Confidential, Pegasystems Inc.
- 4. Step #3: Develop a Process
Phase I: Phase II: Phase III:
Brand Assessment Brand Development Brand Execution
Information review Develop brand positioning Tactical planning &
and brand promise execution
Brand assets review
Competitive brand analysis Messaging refinement
Visual brand audit
Customer insights/research Internal roll out & education
1:1 interviews
Brand system development Web site development
Competitive review
Brand guide development External brand launch
Review findings
4 © 2012, Confidential, Pegasystems Inc.
- 5. Step #4: Audit the Existing Brand
Gather all assets to
understand how the brand
is being conveyed
̶ Review existing
collateral, including data
sheets, case
studies, whitepapers, annual
reports and advertising
̶ Review all digital
assets, including
web, videos, social media, and
presentations
̶ Review tradeshow booths, logo
usage, naming, and product
nomenclature
̶ Do we touch the logo and/or
tagline?
5 © 2012, Confidential, Pegasystems Inc.
- 7. Step #6: Tell People Their Baby is Ugly
Help creators
understand the brand
needs to evolve
̶ Review inconsistencies
and identify areas for
improvement
7 © 2012, Confidential, Pegasystems Inc.
- 8. Step #7: Brand Positioning and Promise
Develop, Test, and Refine
Develop brand position The Heat Map shows how many people
highlight specific text elements – positive or
negative – with color intensity
and promise
Open-ended comments are
Testing internally and linked to specific copy points
externally
Refine based on testing
and feedback
̶ Socratic message testing
example:
The Character Map shows frequency
of highlighting, character-by-character
8 © 2012, Confidential, Pegasystems Inc.
- 9. Step 8: Select Graphic Elements
Select color
Primary 1 Primary 2
Secondary 1 Secondary 2 Accent
Pega Blue Pega Aqua
palate, typography Pantone 295
White
Cyan Pantone
3265
Magenta
(include competitive
Support Color Range
comparison)
Pantone 640 Pantone 297 Pantone 290
Determine look and feel
for all different collateral
materials
Vet selection
internally, refine, and gain
approval
Create transition plan
9 © 2012, Confidential, Pegasystems Inc.
- 10. Step 9: Review and Revise Brand Architecture
Determine Brand
architecture (e.g. Master
or a House of Brands)
Determine naming
convention
̶ e.g., descriptive names vs.
proprietary names
Work transition plan
̶ What will be grandfathered
in, what will change, and what
is governance process?
10 © 2012, Confidential, Pegasystems Inc.
- 11. Step 10: Internal Launch
Launch the visual brand
internally
̶ Build momentum via internal
webinars, create an online
brand hub to educate and
inspire stakeholders to live
the brand!
11 © 2012, Confidential, Pegasystems Inc.
- 12. Step 11: External Launch
Launch the visual brand
externally
̶ Website
̶ New collateral
materials, signage, template
s
̶ Create comprehensive
usage guidelines
̶ Leverage brand in all
expressions
(print, online, facilities, even
ts, etc.)
12 © 2012, Confidential, Pegasystems Inc.
- 13. Step 12: Start Thinking about Evolving the Brand
…Before They Hire a New CMO
13 © 2012, Confidential, Pegasystems Inc.