Thinking

Over the past few months, I’ve spent a lot of time with a disabled and blind, formerly homeless, 80-year-old man named Frank. Being in the branding business, I began to wonder how Frank would recognize and/or associate with different brands. He wouldn’t be able to see the vibrant colors of a logo or the uniqueness and creativity of a logo’s elements, so how could he identify a brand?

Is it time to rebrand your business?

If your answer is “YES”, it’s time to REBRAND.

We’re firm believers in the old saying, “don’t fix what’s not broken” so be sure you’ve thoroughly examined the state of your organization before you gather up the troops for a rebrand. Although it sounds like a very daunting process, these 5 steps below will ensure your success!

Organizations are seeing true payoff from investing resources, time and money into their organization’s project management expertise: lower costs, greater efficiencies, improved stakeholder and customer satisfactions, and greater competitive advantages. 80% of global executives believe having project management as a core competency helps them remain competitive, per an Economist Intelligence report.

Today, fewer consumers are staying loyal to brands. The days of walking down an aisle and looking for your specific item and then walking away are over. Consumers are now, more than ever, discount and deal driven. And, the internet is continuing to make this easier. A day’s worth of shopping can now be done in a fraction of the time — instantly comparing brands, vendors, and similar items to ensure the best and most cost efficient purchase possible.

Before I began at Aloft Group, I was a Marketing Event Manager, consecutively managing 22 trade shows and events for a healthcare technology company. At one of our largest events of the year, HIMSS, I stepped away from the convention center for maybe an hour and came back to find the booth set up backwards. Luckily, the electrical was laid properly, so it was only a matter of spinning it around to fix it, but for a second there my heart did skip a beat.

Creative minds are rarely tidy.

Have you ever met an organized painter or musician? Likely an uncommon find, and in the corporate world — in any capacity — it’s no different. As project managers, it’s our job to put out the fire before there’s a spark, build the frame without the blueprints and ensure our creative minded colleagues keep their promises within some realm of reality.

Abraham Lincoln said it best, “When I do good, I feel good. When I do bad, I feel bad. That’s my religion.” Big brands must be feeling stupendous these days, because more often than ever we’re seeing brands go the distance by supporting local businesses, increasing charitable contributions, recycling materials, and encouraging their employees to give back.

With all of those good deeds, brands are harnessing the power of emotional branding.