When to Put on The Brakes

Recently a client of mine was trying to decide if they should embark on rebranding. Those in the trenches were eager and ready to have better brand resources and established guidelines. The head of the organization knew it was needed, but was hesitant to spend significant money on something that may or may not be used properly. As we discussed further, they were in the midst of a business assessment and reorganization. My advice was to put on the brakes to rebranding until the new business vision and objectives were clear. Remember this, marketing supports the business plan. It is foolish to redevelop your brand and develop brand standards until you have the processes in place to be able to successfully implement the brand correctly. And more importantly the brand needs to accurately reflect the new vision of the organization.

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