The Context for Brand Transformation
A strategic context for brand transformation is more necessary than ever as professional services companies like law, accounting and architecture firms begin to realise the importance of building a brand. The realisation that building a brand goes way beyond designing a nice logo is important for businesses who may still not think it is possible to differentiate in their sector.
When it comes to the unfavourable impacts that the pandemic may have had on your operating model and the challenges thrown up, you may be starting to recognise that a transformation is needed, From mindset to branding and digital transformation to delivery model, and due to the range of areas impacted, you may realise that an integrated strategy is required.
Rebranding Strategy – a Great Beginning but Not the Whole Story
Rebrands are the latest panacea being offered by marketers to leaders for wide-ranging growth, technology and internal capacity issues they face. However, a focus seemingly only on marketing drivers may not provide the comfort that leaders need, as it’s difficult to make the leap from a marketing-driven initiative to functional and operational constraints that affect your business’s competitive position.
Consultants offering productivity tools or technology firms offering software solving current problems but with no reference to brand ideals and ambitions (every bit as important to sustainability and longevity), would likewise fail to provide the strategic lens required to solve problems in a holistic manner. This is what makes a strategic context for brand transformation so critical.
Having clear objectives regarding building a brand in order to become and stay differentiated, is a consideration that spans your business, end to end. Therefore, there is a need for an integrated brand strategy and transformation. There is an unmet need for independent assurance of the brand marketing work to ensure it incorporates the business’ objectives and considers the business’s capability to live up to the brand ideals defined. Conversely, there is also a need for independent assurance of change management activities to ensure they are aligned to brand imperatives, like purpose, positioning and fundamentally the brand promise.
Ideally, there is a strategy to the delivery process of brand transformation that can be designed and implemented through an integrated brand strategy. At Iconify, we recognise that this is what businesses are really crying out for at this time – a holistic process for addressing the range of challenges coming at leaders fast, and uniquely we have the expertise and capability to offer the underlying work or the assurance capability. This means that even if you already have (internal or external) marketing or strategy teams working, it makes sense to consider a different approach that ensures all brand marketing is also aligned to business objectives, and change works are aligned to brand imperatives because this significantly reduces the risks of working in silos, conflicting requirements and degraded customer experiences.