Define Your Core Values: Clearly articulate the fundamental values and mission of your brand. These should be the guiding principles that remain constant despite changes in the visual or strategic elements of the brand.

Un cambio de marca exitoso también requiere una comunicación clara y constante con todos los grupos de interés. Esto incluye tanto a tus empleados como a tus clientes. Asegúrate de que todos entiendan el propósito detrás del cambio y cómo beneficiará a la marca a largo plazo. Implementa campañas de educación interna para que el equipo esté alineado con la nueva dirección y pueda transmitir ese entusiasmo a los clientes. La transparencia durante este proceso genera confianza y facilita la aceptación del cambio. ¿Cómo has manejado la comunicación durante un cambio de marca? Comparte tus enfoques.

A brand’s essence comes from three key things. First are the brand attributes, the unique aspects of the brand. These tend to be concrete and specific. Next is the brand tone, it’s vibe, it’s style. These tend to be more descriptive and subjective. And finally, brand’s values, what matters to the brand. When rebranding, organizations must know which of these elements are most valuable to customers and stakeholders. Brands should strive to keep these “elements of essence” as the brand evolves and changes to reflect changes in the marketplace and with new technologies.

I'd say start with 'Deep Reflection' on Core Values Before embarking on a rebrand, it’s essential to reflect deeply on your brand’s core values, mission, and vision. These elements form the essence of your brand and should remain unchanged, even as other aspects evolve. By understanding what your brand fundamentally stands for, you can ensure that the rebrand enhances, rather than dilutes, your identity.

You need to create a brand timeline, what steps are you going to take to implement that brand from start to finish. This means starting with identifying what the brand is going to be, what is the voice, the vision, core values, and branding. From there create a focus group for the branding and who is going to be on the brand committee. Once all those steps are in place and the branding is finalized, it's time to start sharing it with customers. You could even start with a focus group of customers and get their feedback. Once ready to go live make sure there is a brand strategy launch plan for marketing and long-term brand elements.