SPotlight Rebranding - A Quick Guide to Understanding the Rebranding Process - Phase I - Developing Your New Corporate Identity - Phase II - Communicating Your New Corporate Identity

Sep 23, 2026

Upload by Asher

SullivanPerkins presents a concise rebranding playbook that explains how companies develop and launch a new corporate identity across multiple phases. The guide covers Phase I work—discovering direction, interviewing up to eight stakeholders, analyzing internal and competitive materials, designing logos and taglines, and building brand standards and messaging assets. It then outlines Phase II communications planning with measurable objectives, tactics, budgets, press release distribution, and possible public relations partnerships. The document emphasizes process alignment to create recognition and relevance with stakeholders.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages8

Reading Time3 min

AccessFree to download

Rebranding Overview

Phase I: Developing Your New Corporate Identity

Phase II: Communicating Your New Corporate Identity

Phase III: Rolling Out Your New Corporate Identity

Ready to Rebrand? A Quick Guide to Understanding the Rebranding Process Over the years, SullivanPerkins has overseen multiple corporate rebranding projects for clients ranging from Fortune 500 enterprises to small boutique businesses. No matter the size of your company, rebranding it is a major endeavor, involving deep strategic thinking, multiple phases and numerous deliverables. Every client is unique, but understanding the overall process is key to achieving a successful result. That’s why we’ve put together this Quick Guide. First, we’ll give you an overview of what is typically involved in the rebranding process. Then, to illustrate what the process might look like in the real world, we’ll share examples of our rebranding campaign for one of our clients, Kosmos Energy. We’ll end with an overview of our experience and how SullivanPerkins is here to help you when you’re ready to rebrand. The Rebranding Process PHASE I: DEVELOPING YOUR NEW CORPORATE IDENTITY Major Deliverables: Logo & Tagline Your new logo and tagline are at the forefront of your rebranding efforts. They must clearly communicate that your company has changed and suggest the nature of that change. For many, this will be the first and lasting impression of your new identity. Additional Phase I deliverables often include: • Brand Standards Guide • Corporate Anthem • Positioning Statement • Elevator Pitch The Process This is an intensive process that involves taking a deep look at what your company represents today and what you want it to represent in the future. The work here informs not just a new logo and tagline, but underpins every other element of your rebranding campaign as well. Our Phase I process typically includes: Interviewing up to 8 stakeholders at your company, typically including CEO, CMO and key department heads, to determine leadership’s understanding of the company’s new direction. Analyzing existing corporate materials, including website, collateral, advertising and social media to understand how your company presents itself and the areas where changes of emphasis are needed. Analyzing competitors’ corporate materials, to determine elements common to everyone in your field and better understand what makes your company unique. Logo design, which culminates with the presentation of 15-20 potential directions, refinement of chosen directions and color studies leading to a final logo provided in all necessary file types. Brand Standards development, creating a guide for basic logo usage rules and variations, color palette, recommended fonts and written specs, etc. Tagline & message development using our Word Cloud and Givens/Separators methodology to isolate key language in creating a tagline that may be “locked up”with the new logo, plus additional messaging elements including: Anthem Positioning Statement Elevator Pitch Sample Timeline | Task
Stakeholder Interviewsand Competitor Research | | Month 1
| | | | Month 2
| | | | Month 3
| | | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | Logo Design | | | | | | | | | | | | | | Tagline Creation | | | | | | | | | | | | | | Brand Standards Development | | | | | | | | | | | | | | Message Development | | | | | | | | | | | | | A Sampling of Logos A Selection of Taglines PHASE II: COMMUNICATING YOUR NEW CORPORATE IDENTITY Major Deliverables: Communications Plan A strategic communications and engagement plan includes measurable objectives, strategies and tactics to deliver the brand messaging and grow brand recognition in operating areas through various channels and communications platforms. The aim isto develop a customer communications and engagement strategy that is performance-based, developed from stakeholder understanding and truly connects with stakeholders by enabling the company to be more recognized and relevant. The Proce

FAQs

What does Phase I focus on in the rebranding process?

Phase I focuses on developing a new corporate identity, including logo and tagline creation, brand standards, and foundational messaging that reflects the company’s future direction.

How does SullivanPerkins gather input for Phase I?

The process includes interviewing up to eight stakeholders (such as the CEO, CMO, and key department heads) and analyzing existing corporate materials and competitor materials to inform decisions.

What is included in Phase II communications planning?

Phase II provides a communications plan with measurable objectives, strategies and tactics, media plans and budgets, initial press release support, and engagement across multiple channels.

Sep 23, 2026

Upload by Asher