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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. 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That’s why we’ve put together this Quick Guide.  \nFirst, we’ll give you an overview of what is typically involved in the rebranding process.  \nThen, 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.  \nWe’ll end with an overview of our experience and how SullivanPerkins is here to help you when you’re ready to rebrand.  \nThe Rebranding Process  \nPHASE I: DEVELOPING YOUR NEW CORPORATE IDENTITY  \nMajor Deliverables: Logo & Tagline  \nYour 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.  \nAdditional Phase I deliverables often include:  \n• Brand Standards Guide  \n• Corporate Anthem  \n• Positioning Statement  \n• Elevator Pitch  \nThe Process  \nThis 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.  \nOur Phase I process typically includes:  \nInterviewing 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.  \nAnalyzing 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.  \nAnalyzing competitors’ corporate materials, to determine elements common to everyone in your field and better understand what makes your company unique.  \nLogo 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.  \nBrand Standards development, creating a guide for basic logo usage rules and variations, color palette, recommended fonts and written specs, etc.  \nTagline & 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:  \nAnthem  \nPositioning Statement  \nElevator Pitch  \nSample Timeline  \n\n| Task\u003Cbr>Stakeholder Interviewsand Competitor Research |  | Month 1\u003Cbr>|  |  |  | Month 2\u003Cbr>|  |  |  | Month 3\u003Cbr>|  |  |\n| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- |\n| Logo Design |  |  |  |  |  |  |  |  |  |  |  |  |\n| Tagline Creation |  |  |  |  |  |  |  |  |  |  |  |  |\n| Brand Standards Development |  |  |  |  |  |  |  |  |  |  |  |  |\n| Message Development |  |  |  |  |  |  |  |  |  |  |  |  |\n\nA Sampling of Logos  \nA Selection of Taglines  \nPHASE II: COMMUNICATING YOUR NEW CORPORATE IDENTITY  \nMajor Deliverables: Communications Plan  \nA 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.  \nThe 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.  \nThe Proce","cbCaiqj2nrlYZ5XC","https://ap.wps.com/l/cbCaiqj2nrlYZ5XC","pdf",3195791,"English","# Rebranding Overview\n## Phase I: Developing Your New Corporate Identity\n## Phase II: Communicating Your New Corporate Identity\n## Phase III: Rolling Out Your New Corporate Identity","[{\"question\":\"What does Phase I focus on in the rebranding process?\",\"answer\":\"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.\"},{\"question\":\"How does SullivanPerkins gather input for Phase I?\",\"answer\":\"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.\"},{\"question\":\"What is included in Phase II communications planning?\",\"answer\":\"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.\"}]","SPotlight Rebranding - A Quick Guide to Understanding the Rebranding Process - Phase I - Developing Your New Corporate Identity - Phase II - Communicating Your New Corporate Identity | PDF",1790131246]