Know-How Exchange : Branding

When you say "rebrand", what do you mean, exactly?

I'm asking this because it's vital that you address the core issues of what you or management think the company is, does, and represents in terms of its deeper identity (which is nothing to do with logos, colours, or tyepfaces), and what the company represents in terms of a series of solutions-based experiences for the people the company serves.

Personally, I'd urge you to run screaming from ANY company, one-stop-shop or branding agency that doesn't ask the deeper questions. Rebranding as an exercise is a WHOLE lot more than changing a logo and i wish to god that more potential clients understood this before choosing anyone to help them.

There are pros and cons of going with one agency or splitting it up. But how tou relate to them is often more important (IMHO) than other factors, so I think it may come down to the agency(ies) you like and what their expertise is as to how you go.

Hi Tracy:

There are timing, knowledge, management and cost synergies to going with one agency/shop (i.e., once the branding work is done, they’ll already be well-informed about your company and brand, the category and competition, your USPs, key messaging/proof points, brand personality, etc.).

If you’re willing to work with an agency in the Detroit area, who can work within those budgets, I can help you out, just let me know here or on LinkedIn!

Best regards,
Steve Udell

My sense is that you are best served to select a branding consultant or agency you like and see where that goes. I've done a number of branding projects (as a consultant) and about half the time they evolve into longer-term, broader-involvement relationships.

BTW, if you find the right person I wouldn't insist that he/she be in Chicago/Denver. Technology and air travel have largely removed the need for that local presence.

If you'd find it helpful to talk by phone/Skype, let me know via email ... details in my profile. No obligation, of course.

I'm not an expert on branding or agencies. But if I were in your situation and trying to select an agency, I Would be very concerned about the working relationship and trust between your senior management and your agency or agencies.

An agency could have the greatest ideas in the world, and give your company the best of all possible roadmaps to move forward. But if they cannot convince senior management to take action, if senior management does not respect their advice, if they cannot develop a cooperative relationship of trust with senior management, The relationship will fall short of its potential.

Have you read the book, "Up the Organization" Robert Townsend? It's a classic. He describes and illustrates the importance of a good working relationship and understanding between senior management and an advertising agency.

Some managers believe in marketing, and some don't. Some managers will allocate and spend money for promotion, and some won't.

My opinion would be that the ability to work effectively with your management team is more important than the number of agencies or the location of agencies. Good luck, and take care.

Definitely. My company Midwest Immersive works out of Chicago! I know a couple Chicago-based agencies that will do a fantastic job at re-banding your organization. Try looking up 'Artvision' & '10 Twelve' are great branding and web design companies. Also 'Yeah Design Works' is a good Chicago company for branding. Let me know if you check those agencies out! We're an agency ourselves, but we focus on event-based activations for brands to create digital experiences for physical spaces, we would definitely love to have worked with you haha but our agency does a very different kind of branding.