As a follow-up to our previous post, Gatorade serves as an example of a well-conceived brand restage with results to prove it.

We believe their approach works because
- they knew what problem needed solving before the rebrand. There is no point to rebranding just for the sake of it.  Clear objectives are a must.
- they took a long, careful look at their core consumer (C1) and made the difficult decision to focus more specifically on the core's needs.
- they respected the roots of the Gatorade brand and considered its role within the company (C2)
- they understood that it was crucial to distinguish themselves from competitors (C3) in a truly meaningful way.
In short, the Gatorade team kept its eye on all three Cs.

Just as important, though, they walked the talk. Everything that the new brand stands for is evident in every part of the business - from the product line to where they advertise.  Sound strategy is absolutely critical, but committed execution wins the game.

Fast Company (required reading in our office) shares more of the background and particulars in its article, "How to Redefine a Flagging Brand."

I just read about another company that has "re-branded" itself.  As often happens, this so called "re-branding" amounts to little more than a redesigned logo and a refreshed web presence. Sorry, this is not actually a re-brand.

Let's start at the beginning.  What is a brand anyway? At its most basic, a brand is the perception in the minds of its consumers and customers. That perception is driven by a myriad of elements - some which can be directly controlled by the brand owners and some that can't.  A few elements that build up to a brand include:

• what the product feels/looks/behaves like
• the customer buying experience
• the level/type of service offered
• the pricing structure
• where the product or service lives
• product reviews
• the logo

Given that there are so many aspects of a brand, a purely cosmetic change (Hellooo, Xfinity?) just doesn't cut it.  At best, a superficial "rebranding" looks ill-conceived; at worst, it seems lazy and serves as an insult to your consumers.  A thorough brand re-stage is an all consuming process that must be completely supported from executive leadership down to the service center.  Beyond image alone, it must include substance and clear communication so that your audience understands, accepts, and ultimately favors your brand.  Not surprisingly, having a clear objective and full strategic understanding for a rebrand is the place to start.

Be forewarned, however, even a fully executed re-branding will not necessarily cure everything that ails a brand.  The jury's still out on how well things will go for JCPenney. Your own brand is just a piece - albeit an important piece - of the puzzle. How your consumers/customers react and how your new brand compares to your competition are equally critical. Obvious advice from Hat Trick 3C.  We know.