Omar Kuwatly

In my scenario I will take the skepticism of the board of directors for example. Because this is something faced. What matters for the board is the company performance and profitability , sometimes a rebranding can help the company reposition and increase prices which in return increase revenues and profitability. As long as you understand what are the main concerned of your stakeholders and address them you should be covered.

You can do rebranding on two levels, targeting new customers with the new rebrand make them feel they are joining a new community or circle. And existing customers should feel that they are elevating their experience. Of course the proposition will change drastically based on the sector of the product. Biggest error some brands commits that they rebrand to attract a new tier of customers which might affect your existing customers.

Brand Strategy is a little bit more than image , look , positioning …etc. there should be completely alignment between the brand strategy and the business strategy , once this picture is clear it’s very easy to take decisions be it tough or straight forward. Because every step down the line will pour into the Business strategy. For example if the business strategy is to increase prices , and the brand doesn’t represent this new premium then this is where you need to take tough decisions , be it rebranding , face lift …etc that allows you to reach this new state.

This can be solved with argument and counter argument, if you are confident with your source of information and data, you do not need to defend as the market will eventually get it. However, if it's affects your performance, maybe sales dropped or the competition is bashing your brand with customers this is were you defend your argument on case by case situation with the customers and not in the open market.

This is very common when you do not have a unified key message communicated to the team. Also, you need to ensure that information goes out of the organization in one way, which means you should have an official spokesperson represneting the company on the platforms. Last, there should be a strict approval process before publishing anything on social media, including legal approvals.

Depend on how the company is driven, is it mainly driven by sales numbers if yes then the main KPIs will come from the sale organisation to meet certain targets, then based on it the marketing organisation will establish KPIs that protect the brand and helps the sales team to gain the desired numbers. In addition to it Makreting should have their own KPIs to protect the brand in the open market which eventually will help sale build the Brand presence that will help them sell and reach their customers.