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E V E R Y T H I N G Y O U N E E D TO K N OW A B O U T R E B R A N D I N G Y O U R CO M PA N Y
CONTENTS Start Here 03
Branding Defined 04
Why Invest? 05
Return on Investment 11
Rebranding Resources 15
About Ignyte 16
Here
your bottom line.
done properly, will yield exponential returns over Precisely identify your optimal niche Radically differentiate your company by
within the marketplace, and own it. Brand establishing it as the exclusive expert
the life of your business.
authority naturally enables you to become provider of its unique value proposition,
an industry leader. making competition no longer an issue.
Here are 8 proven ways that branding can positively
impact your bottom line for years to come:
Articulate a brand promise that is Clarify your company’s core values and
compelling, authentic, and unique. Forge attract industry talent aligned with these
an agreement your customers know you essential principles—candidates best
will make good on. suited to your unique culture.
Cultivate two things that are increasingly Capitalize on the fact that consumers are
rare in the brand/customer relationship: willing to pay more for quality brands.
trust and loyalty. The practical value of Reposition your company and command
these qualities can’t be overstated. the prices you deserve
We’re struggling to raise our prices and increase our profit margins.
We’re not attracting top talent for the positions we need to fill.
01 02
critical as the next. Authentic brands are
borne from a deliberate and methodical
process. Cutting corners will only cost you in
the long run. Take the time to do each step
right and you’ll reap the rewards of RESEARCH STRATEGY
rebranding for years to come.
Rigorous, in-depth research is the cornerstone of The goal of strategy is to define the psychological
any successful branding initiative. An evidence-based underpinnings of your brand and position it for future
approach enables you to make informed business growth. In this phase you’ll want to build consensus
decisions throughout the branding process. If you want around your brand’s core attributes. By defining
to become a market leader, it’s imperative to have a elements like purpose, vision, mission, and values,
comprehensive understanding of who you are as a you establish a brand compass with which to navigate
brand, how your audience perceives you, and where future initiatives. The upshot is the brand brief, a
you stand in the competitive landscape. Only thorough formalized account of your core messaging, key
research can provide this understanding. differentiators, and tenable marketplace position.
Best suited for a small company. You’re serious Best suited for a small- to medium-sized company. Best suited for a medium- to large-sized company.
about laying a foundation for your brand but have You’re a growing organization with systemic issues You’re an established enterprise, often with a global
limited available resources. Your business model is that are affecting your brand. The problem is deeper presence. Your needs are complicated by the size and
simple and your needs are minimal. than just an outdated logo. complexity of your business model.
260
RETURN ON
INVESTMENT
240
220
The evidence is clear: companies that invest in
branding reliably outperform those that don’t. The
245%
RETURN TO SHAREHOLDERS
100
80
TOP 40 BRANDS
MSCI WORLD
60
Source: Datastream; Interbrand; McKinsey
2000 01 02 03 04 05 06 07 08 09 10 11 12 13 2014
Research, vet, and select the right branding firm for the job.
Does your
Branding Have a track record of success borne
out by detailed case studies?
Partner...
Practice what they preach and have
a brand of their own to prove it?
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ADDRESS
SOCIAL
/ignytebrands/
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