Brandbite #21 Is it time to be a born-again brand? Some brands are timeless: Tiffany's, Mercedes, and Mickey Mouse. They are classic icons in our minds. They have stood the test of time. We know who they are and what they stand for. Their brand story is clear and consistent in any day of any decade. Other brands don't age so well. Some are born bad and they just get worse. Some start off good and then within time they get sloppy and lose their core brand focus. And others are innocent victims of our fast-changing world. Whatever the case is, a brand update can be a healthy move. A born-again brand can create a lot of market buzz. It can be a sign to your customers that you're in tune to their every evolving need and to your inside troops it can be a jumpstart to keep the brand inside fired up. If you are considering a rebrand, make sure all parties understand that the brand is the sum of what you do. It's not just the logo, a new ad campaign, or the tagline. 1. Revisit your brand essence. (And if you don't have one, today is a good day to develop one.) 2. Does it jive with who you are today? 3. Answer these questions. What is your brand purpose? (Why are you here?) What are your points of distinction? What human characteristics best describe your brand personality? And what do you emotionally promise your customers and publics? 4. Next work from a plan. Visit all touch points and decide if change is needed. Will the change be cosmetic, philosophical, operational, or some of all? How will it launch? 5. Start the change inside your company. Then you will have many owners of the new brand evolution. Then take it to your best customers and then to the external markets. 6. If you believe in it, and you've done your homework, stick with it. Resistance is normal. Stay the course. Just like your original brand, it took time to get into your markets' heads. So will a born-again brand. Brain tattoos take time. To learn about born-again brands, check out www.rebrand.com. It's a cool web site and group of creative folks that provide case studies and host an annual award for the best evolved brands. Brand on!

Karen Post helps organizations and professionals prosper with a powerful brand. She is a 20-year branding enthusiast, professional speaker, and author of Brain Tattoos, Creating Unique Brands that Stick to Customers' Minds. If you’d like to learn more about branding, read her monthly column at Fastcompany.com and visit www.brandingdiva.com. You may also call her at 813.250.1730.