Our most recent blog articles have focused on best practices for managing a regional or global brand implementation project from start to finish. We began with tips for gaining executive buy-in for your rebrand strategy, then discussed how to develop a solid implementation strategy and how to accurately account for all your branded assets. This week we discuss the benefits of a smart and creative replacement plan for your branded assets.
Developing Your Overall Brand Implementation Strategy
When you develop your overall brand implementation strategy, you’ll be working across your organization to identify the ‘owners’ of each set of branded assets—that is, the departments responsible for signage, ID badges, business cards, merchandise, uniforms, etc. Your options for branded asset management are to ‘rationalize’ (do more with less by creating a more effective set of standards/applications for an asset category), ‘neutralize’ (remove the old brand and leave the asset unbranded), replace incrementally (discard the old and replace with the new), or deplete and replace (introduce the new brand once the existing assets are consumed).
Not All Branded Assets Need To Be Replaced
The bottom line is that not all branded assets need to be replaced on a like-for-like basis. Some organizations spend unnecessarily through over-branding. Take advantage of your rebrand rollout to realize significant savings and improve brand impact by evaluating a fiscally responsible brand approach to each branded asset category. In some instances, it is appropriate to consciously choose not to rebrand assets where there is no operational requirement to do so.
A common example of over-branding is the existence of too many signs on a campus or building. If you carefully choose appropriate sign sizes and types for a given location, and orient them properly, you’ll realize more brand impact than if you’d perpetuated the pre-existing visual clutter by replacing signs on a like-for-like basis. Another strategy to create more brand impact is to consider implementing a gold/silver/bronze approach to budget allocation. You could choose to focus your budgetary resources on high-profile/high-impact assets, taking a ‘gold’ approach to rebranding these items, while deciding to choose a less costly (though still brand compliant) ‘silver’ approach to rebranding lower-profile/lower-impact assets.
Brand Management Success
BrandActive’s implementation strategists, financial analysts and subject matter experts work closely with our clients to identify operational requirements for each set of branded assets, then develop asset replacement scenarios that maximize monetary savings and brand impact.