Branding Strategy

In the world of small business, there are plenty of details to attend to – so much in fact, that when another “to do” is suggested, the first questions are “what” and “why.” Recently, I’ve seen the issue of the branding guide pop up several times in this very context.

For many in small business, a branding guide seems like a luxury or something that only bigger businesses really need. The truth is both smaller and bigger businesses need it. But, for different reasons.

First, What Is a Branding Guide?

In short, a branding guide is a document that houses in a single file all the particulars of what it is to be “you” as a business. The guide can be as detailed as you like, but the most important details include mission, vision, information about your logo and colors as well as suggested language – from taglines to corporate summaries.

I have a basic formula I like to use in most brand building and brand strategy cases, but I often find that formula changing based on the business and its evolution.

. . And Why Do You Need One?

It seems simple right? Most believe that they’ve already got all of those details here and there. So when a need arises, it’s all easy to track down. After all, it’s a small shop right?

Wrong.

I have seen, repeatedly, small businesses and organizations spin their wheels searching – and searching again – for branding details and materials. Worse, I’ve seen them correct costly mistakes: The wrong file. The wrong color. The wrong words.

Maybe it happens with some new signage. Maybe it happens in that big pitch.

And small shops especially don’t need this pressure. They have limited staff and resources to solve and clean up those problems.

It is worth the upfront time and investment to get it right once – avoiding mistakes but also saving time and resources by developing easily accessible and reusable assets.

OK, So When Do You Need It?

The good news is there are plenty of opportunities that come up when a branding guide can be assembled. While working on a proposal, maybe it starts with a few details collected in a shared folder. At least it’s a start.

If it’s a marketing project or a specific deliverable, I can leverage that work to develop the guide and get more mileage out of the cost of the project.

But, whatever you do, don’t wait until it’s too late. Success and luck in business both favor the prepared.

It took me a while to process the phrase brand renewal. The first time it sunk in was sometime a number of years ago. An owner at one of my favorite local restaurants used the term while discussing their new menu and signage. I had noticed and asked what was behind their rebranding strategy (yes, my brain works that way).

What was most interesting was that there was a distinct effort to avoid the phrase “rebranding” instead opting for “brand renewal.”

The Blessing and Curse of Implementing a Rebranding Strategy

The need to rebrand is sometimes justifiable. Think about Philip Morris and the move to Altria for example.

However, more often than not, rebranding is a term you hear when there is a need to deflect – while feeling like you’re doing something about – underlying and more serious business problems.

Think about it: Sales down? Blame the brand strategy. Attendance down? The community must not be connecting with your brand. There are a multitude of sins that can be hidden by blaming the brand. And, brand building isn’t one single person’s responsibility. Therefore, blame is conveniently diffused.

There are a host of factors that impact how brand is communicated and digested. Failure in those areas can easily be confused with failure of brand. The devil will always be in the details.

Putting together and taking on a rebranding strategy feels like a productive decision. A worthy goal. But, it may in fact prove counter-productive.

So, Rebranding Or Brand Renewal?

In our restaurant example, there really hadn’t been anything “wrong.” Business was good. The product was good. Honestly, I’m not sure what signals they saw that indicated the need for a brand renewal.

In hindsight, I can see several areas of the business that benefited. The beauty of their decision is that didn’t wait for the signs of catastrophe before having that inevitable “rebranding strategy” discussion.

Many wait until that last minute when the writing is clearly on the wall. That also happens to be when human and capital resources are most stressed.

Ways You Can Decide Between Rebranding or a Brand Renewal

It might not be as tough as you think to decide if your organization needs to implement a rebranding strategy or look at it as a brand renewal. Here are some factors to consider:

1. Has there been a high profile event that impacted your audience’s perception of your organization negatively?
2. Are you planning – or in need of – a change to your core mission? That doesn’t mean a change to the wording of your mission statement but fundamentally changing what you do.
3. Is your core offering or product changing entirely?

If you answered no (or even “kind of”) to all of the above, stop thinking about a rebranding strategy – you probably need to think in terms of brand renewal.

Rebranding or Brand Renewal . . . Does It Matter What We Call It?

Brands are the combined result of years of effort and resources. True rebranding is a major undertaking – almost a reinvention – that should touch every aspect of your business. It may free you of baggage, but you may jeopardize all your gains in goodwill as well.

The motivations and investments required in designing a proper rebranding strategy are dramatically different than refocusing your message and retooling the channels by which it is communicated.

As a result, you owe it to everyone involved to approach the problem with the right mindset, tools, and timeline.

Have you had a rebranding strategy experience you’d like to share? Need help with your brand? Reach out or comment below.

Updated April 11, 2016.