From the course: Agile Rebranding
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Define success for your rebrand
From the course: Agile Rebranding
Define success for your rebrand
- Rebranding can mean different things to different people. You want to make sure as early as possible in the process, that you're on the same page with your team about what everyone expects from the rebrand and how you'll measure success. There are two sides of branding. One is design and the other is marketing. The design side of branding is usually what people think of when they hear of branding. It covers logos, typography, color palettes, illustration styles, and the general visual aesthetic of the brand. The marketing side of branding is about the positioning, the messaging, the tone of voice, values and what you stand for. While most customers see a logo. The marketing side of branding includes all the effort that goes into making that logo mean something. Nike isn't successful because of the swoosh logo. It's the other way around. The swoosh logo is famous because Nike spent 50 years building brand equity…
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