The problem is that for most marketers, branding is synonymous with a new design that just involves the marketing and creative team. A cool website with new colors, a flashy template and some animated forms are often where the branding and rebranding process begins and ends.
But, a brand refresh isn’t just a marketing initiative—it’s a company-wide effort that should involve every department from HR to engineering to finance.
So, instead of layering on a new coat of corporate paint, marketers should be working with the entire company to ensure customers and prospects who encounter the company online, in social media, in collateral or on the phone are greeted by the brand they expect, every time. Updating your brand and its visual representation should be about fixing mismatches between what people expect and what they actually get in terms of an experience.
What we learned from refreshing the Spiceworks brand