4 ways to navigate rebrand challenges

Brand in magnets
(Image credit: Getty Images)

With the cost of rebranding estimated to be in the tens of thousands and the process expected to take up to eight months, it’s clear that reinventing your brand isn’t something to be taken lightly. 

The process can be challenging from the start, from deciding who owns the rebrand to rallying everyone together. But what do you do if there’s a power struggle and you can’t secure buy-in from key stakeholders? And how do you create a result in which everyone can see themselves represented – a brand that captures an identity and showcases bold ambitions for the future? 

  1. Trust the process - Try to bring in someone, be it a third party or a senior figure, to bring balance and act as an external voice. They can decide when to move the conversation on. It’s not about compromising the work – a compromise between people is how a rebrand moves forward. 
  2. Use the audience - When you introduce the voice of the audience – customers, colleagues, partners – you can find new angles and challenge existing ideas. After all, what your audience thinks is what matters. This can often diffuse the knottiest problems or participants.  
  3. Be a good human - Be sensitive to the source of the power struggle. It’s not always the most senior or loudest person. Sometimes, someone may quietly hold onto an idea they won’t let go of. We can’t always resolve this in the moment, but we can address this outside of the process. Spend some time with that person to find out how to move forward. 

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Chris Heg

Chris has been with Code for 18 years, after spending eight years at McCann Erickson, working in media planning before running the digital department. As part of his role, Chris is responsible for heading up the 18-person design discipline, leading the creative studio in core areas including problem solving, brand and business strategy and creating design programs. He is also part of the leadership team. An average day for Chris includes leading stand-ups, workshops and 121s, talking to clients, mentoring, and presenting ideas. He enjoys finding ‘gold’ insights by having conversations with people.