Rebranding – soul searching for a company
The past few months transitioning from LapePhelan to our new identity Ignite PR & Marketing has reaffirmed the power in strong branding and how integral it is in shaping market perception –both internal and external.
The decision to rebrand led me to embark on a ‘soul searching’ mission of sorts. Firstly to determine why it was necessary, and then what did I want my new brand personality to be and represent.
Some poignant questions had to be answered: what did I want the agency to stand for; how did I want potential clients to feel from being exposed to the brand; how did I want current clients to feel; how did I want staff to be engaged; were my business values represented and aligned; how would I represent the agency’s point of difference?
Put simply, the process involved assessing the four key aspects of any brand- attributes, benefits, values and personality. The culmination of which results in the most potent angle of a brand – the essence – the central purpose and direction for the entire business and everything it does. Here is a simple example of how the brand development process works:
|Big, leafy structure||Provides shelter||Kind||Motherly|
|Hard wood trunk||Provides building materials||Spiritual||Undemanding|
|Turns Co2 to o2||Helps planet breath and function||Generous||Stoic|
ESSENCE = supporter of life
This process takes time but is invaluable in harnessing and unlocking the power and potential of a brand and ultimately your business.
The development of Ignite has not only re-energized me but the business, my team and clients. It was certainly the best path for sparking our growth.
– Trina McColl, MD Ignite PR & Marketing