FEATURE


COMMUNICATIONS & MARKETING


HAVE A CLEAR DECISION-MAKING PROCESS So you’ve come to a decision your branding needs to change and you’ve established your mission statement. But those that were involved in conceiving the original brand are still on board at the company, and there may be internal resistance and fear of change – those shoes are quite comfortable, after all. So it’s important to establish who will be involved in the


decision-making process on route to the revised brand identity. Committees inevitably represent many different interests, from finance to manufacturing or HR to sales. Logistically, the design process can become caught in a political crossfire. You will need to draw the line between gaining everyone’s emotional buy-in, and everyone’s two pence.


DEDICATE THE RESOURCE Staying on top of the project should be straightforward if you commission experienced professionals, but remember that you may need to provide them with access to key individuals within the company. This ensures that the application of branding can be considered across all aspects. Your building signage, vehicle livery and business cards will most likely be commissioned, ordered and managed by different people, departments or even divisions. A professional agency will help you manage your resources around your brand elements and provide a clear timetable for production and implementation. While you may be creative and feel it is something you


could handle in-house, there is a good argument to be had that you’re better off enlisting the services of an outside agency to do the work for you. It certainly has the bonus of an impartial fresh set of eyes. With these tips in mind, you can put your company in


the best position to take advantage of new commercial terrains. So maybe it’s time to freshen up your branding, put those old shoes out and take a confident stride toward new business opportunities.


48 business network November 2018


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