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Brand Change

There’s nothing like a rebrand effort to make you appreciate the extent of your branded assets.

Planning for the rollout of a new identity demands an accurate inventory and accounting of each and every instance of your company name, logo and colors across your portfolio. Your team must think beyond the obvious digital and physical marketing collateral — signage, fleet, badges, uniforms and more, depending on your industry.

We all know about Murphy’s Law: “Anything that can go wrong, will.” In the course of many rebrandings, we’ve uncovered a few examples. In one case, just before the grand opening of a new location—at which a new sign was to be unveiled at just the right moment—the sign vendor shipped the wrong sign cover.

When architects create a conceptual design for a structure, they talk with clients, take a few measurements, and come up with a floor plan that documents a grand strategy. But the initial plan, even once approved, remains pie in the sky until a host of added data and additional measurements are obtained. Builders of the new structure will need specifics on everything from building materials to electrical, plumbing, HVAC, and so on. Only when they get the so-called “working drawings” can they get started with moving dirt, pouring concrete, and erecting walls.

Given the increasingly competitive and ever-changing global marketplace, it is reasonable to expect that most branding, marketing and corporate communications professionals will be charged with implementing a rebranding project resulting from a merger or acquisition during their career. Having led the creation and evolution of the discipline of brand implementation management over the majority of the past two decades, BrandActive has a wealth of detailed content to provide on this topic and this post is meant to cover the basics. We are always available to have this conversation, and when you’re given a mandate to oversee a cost-effective transition of two companies’ brands, this 10-step action plan provides a macro snapshot of what you should expect and plan for.

November 12, 2014 marks the official launch of The University of Vermont Health Network brand. The four hospitals that made up Fletcher Allen Partners have been working together for the last three years to improve patient care and operations. Giving the network a unifying name that emphasizes its academic core signals a commitment to working seamlessly across the organization to deliver the same level of excellence in patient care no matter where patients go within the network, and to embrace the changing health care landscape by focusing on value, quality and cost control.