We’ve been having a lot of discussion lately about a re-branding strategy for our company. I’ve also been involved in quite a few other re-branding efforts of late and it’s mind-numbing just how little some people think it through. My group is actually going through a serious process of defining our company and our brand, but I think a lot of people just fling darts at a board until something sticks.
Maybe it’s the company president who’s leading the charge in the wrong direction and no-one wants to be the voice of dissention. In my experiences, what it usually comes down to is the “comittee”. You know, all those people who think they have to get their 2 cents in (no matter how bad it is) just to feel like they’ve done their part. It’s very similar to the “web design curve” where quality decreases proportionately with the quantity of people making the decisions. Your brand is basically what clients think of you; how they percieve your company as a whole. Super fabulous taglines, spiffy logos or even famous cartoon characters do not a brand make.
I found this post on the bNet Sales Machine that pretty much illustrates how badly branding efforts can end up if not well planned and researched.. even for the big corporate guys.