These are vision, values and voice, and they are imperative to resetting your brand in a way that aligns with your business and with your audience. Are you the Sage, spreading knowledge and wisdom, or the Citizen, advocating for what’s right and standing up for your members? Conduct some exploration into the 12 archetypes and find out who you are… and who you want to be. Often, they have a unique perspective you can tap into, if you involve them in the rebranding process.īrand archetypes are used to outline and explore the traits and qualities that contribute to your brand. Read also: Human synergy: becoming one with your business brandĭon’t forget to check in with your employees, board and others close to the organization for their input. You may not agree with their perceptions, but when you really hear them, you can start to make judgments about what your brand needs to be. Not just to their words, but to the things they don’t say. When customers or clients give you feedback, listen.
In the gap between these two perceptions lies your ideal brand. You must step outside the jar to see what’s on the label, and compare it with what you know is on the inside.
When you’re inside the jar, you can’t read the label… but your audience can. Let’s say your brand is in a mason jar (trendy!). Here, I’ll outline 10 steps that will give your brand a new lease on life. If you’re at the end of your brand’s current life cycle, it might be time to shake things up.
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On average, full rebranding’s are necessary every 7-10 years. This can be as simple as updating mission, vision and tone, or as comprehensive as an entirely new look and feel. At some point, all brands will fall out of relevance, and will require a refresh to make them once again compelling. It’s important to understand that brands go through a life cycle, which varies based on the product, services or needs of the audience.
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