A New Brand Starts As a Promise

Originally published on LinkedIn

A new brand starts as a promise.

It is a visualization and articulation of an organization’s mission and core values, and a brand launch is a once-in-a-generation opportunity to clearly define who you are and what you represent for your most important audiences.

From that moment on, it is essential that the organization demonstrate the new brand in all it does and says. Over time, your enduring brand becomes the collection of thoughts, feelings and opinions key audiences have about how an organization has lived up to its original promise.

The process leading to a re-brand is a chance to take stock of how you define yourself and understand how your audiences view you now; gauge which aspects you want to reinforce and
which you want to shift; and commit the entire organization to demonstrate those attributes in all they do and say for the long term.

A re-brand is about much more than a new logo or color scheme. The key is to develop a credible and practical case for your new “promise” — and to put in action a plan for living it out in the months and years to come.