1.
HOW LONG
SHOULD REBRANDING
TAKE?
DIXON | James
Rebranding Xperts

2.
TRANSFORMING AND REBRANDING AN
ORGANIZATION TAKES CONSIDERABLE TIME.
BE PATIENT AND TAKE THE APPROPRIATE TIME TO
REBRAND PROPERLY
VERSUS QUICKLY.

3.
/
‘I
J = -
1
REBRANDING SHOULD
ALWAYS BE VIEWED AS A
STRATEGIC GROWTH
ACCELERATOR.

4.
PLAN THE I
APPROPRIATE TIME
TO OPPORTUNISTICALLY SJ
DESIGN AN WK
EXCITING,
FOR
WARD-L ING
ORGANIZATI
LOAOEO WITH OPPORTUNITY.

5.
I TIMING IS MOST
U AFFECTED BY YOUR
3-. INTERNAL
«~w»S STRUCTURE
AND ABILITY
TO REACH
STAKEHOLDER
CONSENSUS.

6.
RST, H
HANGE REA
UR ORGANIZATIO

7.
THEN BUILD AN 8T0 20 MONTH
TIME FRAME TO BRIN YOUR
G
NEW BRAND TO L HT.

8.
MONTHS 1-2.
BUILD THE CASE
FOR REBRANDING
OUTLINE THE NEED FOR REBRANDING AND
THE REPERCUSSIONS OF NOT. ALIGN LEADERSHIP
AND CONFIRM THEIR COMMITMENT TO SUCCESS.

9.
MONTHS 2-4.
NEW BRAND DISCOVERY
CONDUCT INTERNAL AND EXTERNAL RESEARCH
TO GAIN CLEAR UNDERSTANDING OF YOUR
CURRENT EQUITIES AND FUTURE OPPORTUNITIES.

10.
MONTHS 3-6.
NEW BRAND PLATFORM CREATION
ARTICULATE NEW BRAND ESSENCE, PURPOSE
AND ATTRIBUTES, NEW NAME, TAGLINE,
NEW LOGO AND VISUAL IDENTITY.

11.
MONTHS 2-8.
NEW BRAND ACTIVATION
ALIGN EMPLOYEES TO DELIVER BRAND
THROUGH WORDS AND BEHAVIORS.
PRODUCE ALL NEW MATERIALS,
LAUNCH WITH A BANG.

12.
RAND§UEssFuLLY!

13.
DIxonIJames
Rebranding Xperts
Jim Heininger
jim. heininger@dixon-james. com
www. rebrandingxperts. com