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12 Step Program For Re-Branding a Company
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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.
2.
Step #1: Hire
a CMO 2 © 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.
6.
Step #5: Understand
the Competitive Landscape 6 © 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.