October 2, 2013

Brand Conversion: Starting with the End in Mind

We recommend starting with the end in mind. I know what you’re thinking- easier said than done, right? The fact is, when the time and effort are spent to provide necessary details up front, the end result of a brand conversion is brand consistency, staying on budget, and meeting your timeline, making it all well worth the investment.

So where do you start? It is important to know when the brand conversion needs to be done versus when it should be done. We make a distinction here because certain mergers or acquisitions are governed by agreements or regulatory bodies (like Public Utilities) and have mandated completion dates. In other cases, a brand conversion may have a deadline dictated by business rationale like budget cycles, product launches or a response to competition in the industry space. Brand-conscious companies may also be concerned with speed-to-market.

Checklist-img-1Next, you’ll want to consider what assets need to be converted to the new brand. Implementix has a useful brand conversion checklist to help start this process. Knowing what materials and assets you have is the first step, but knowing where they live, what sizes and shapes they are, and where they are most used are all important details that affect brand conversion. This is what we call an Assessment. When we perform an Assessment we dig down into each asset, even determining details such as when certain branded assets will be retired, or in some cases, we identify branded assets clients have on order (prior to brand change and yet to be delivered) that need to have the updated brand.

Take uniforms for example. When I asked one of our clients how many uniform variations they had, he answered three, one for each of his service divisions. In actuality, he had closer to 18 variations of uniforms when we performed our Assessment. He didn’t realize that within his uniform set he had long-sleeved and short-sleeved versions, men’s and women’s styles, various material changes and different logos for each division. These types of details make a big difference when planning a brand conversion.

Bottom line, details are essential for a successful brand conversion.