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How to Conduct an Effective Brand Overhaul: Effective rebranding helps tell your story and conveys a message.

The term "rebrand" has become a popular one in recent years. Many companies and businesses are rebranding themselves to stay fresh and connect with their audience. With an increasingly competitive landscape, a constant cycle of new information and the public's decreased attention span, companies are attempting frequently to present a new appearance or product.

A rebrand can come in all shapes and sizes. It can be a new name or complete overhaul of the company's identity and direction. It may also include updated logos, website URLs, marketing strategies and advertising themes. Regardless, any amount of brand repositioning requires a great deal of work, thought and creativity.

One thing businesses need to consider with a rebrand is why they are doing it and what they are hoping to accomplish. It is often done to create a new image or identity to their consumers. Sometimes it is to distance themselves from a dated image or a suddenly acquired negative connotation it may possess. What looked or sounded fresh 10 years ago may no longer be relevant or effective.


What makes for a successful brand overhaul that will positively showcase a company's updated vision or message? What is the best way to carry out a rebrand to get the results you desire? To answer these questions, I'll refer to my own experience from earlier this year when I overhauled my book, "The Educated Franchisee," and all associated online properties.

The first edition of my book was originally published in 2008, with a second edition in 2011. However, a lot has changed in the world of franchising since the book's inception. As I did with the second edition six years ago, I made key changes and additions to ensure the third edition addresses everything a modern-day franchise prospect faces during their franchise exploration process.

As so many of the changes in the franchising landscape threatened the current relevance of the first two editions of the book. This provided me with the motivation and content to write a new version. I was given the opportunity to add new insights and elements to the book and uniquely rebrand what I first wrote nine years ago.

The third edition includes several additional chapters and more than 60 pages of new material to reflect the evolving world of franchising. I also added the franchise glossary with definitions of key terms prospects will need to know during the due diligence process.

It is important to know that a rebranding is not creating a new product, concept or business. It is taking what has already been established and presenting it in a new and different light. In my case, the foundation for much of the book's content remains just as relevant today as when it first came out nearly a decade ago. The rebranding has retained that valuable information while incorporating updates and new resources to further assist the reader in today's evolving world of franchising.

Of course, one of the major aspects in a rebrand comes through visual appearance. This often comes with a new logo, but can also incorporate updated typefaces, colors, shapes or symbols. In some cases, it may feature a new mascot, fictional character or brand representative.

Despite the importance placed on the content of a rebranding, for better or worse, the new look and appearance serves as the front porch and will attract the most attention. That is why it is essential to carefully determine the message you want to convey through the rebranding and what will attract the attention of your consumers.

I knew when I decided to publish the third edition, I would need to overhaul the book's branding, logo, and design as I developed critical new content updates. To do this, I teamed up with PytchBlack, a Dallas/Fort Worth-based creative agency, and its owner, Andrew Yanez. Coincidentally, I first met Andrew two years ago when he sought my advice as a franchise coach about several concepts for potential franchise ownership--a great example of how connections you make can later develop into potential partnerships, particularly in the franchising space.

Just as the franchise landscape has changed over the years, so has the rebranding process. It is no longer just coming up with a new logo and tagline. We now have the capability of reaching more people in new ways with additional content. In my case, the extension of the book comes with a set of online properties via The Educated Franchisee Resource Center. The site includes a vast amount of materials readers can access, such as the franchise glossary, an FDD store, a podcast, and expert articles.

The process started by creating a new brand identity for the website properties, and that dovetailed into the book jacket cover. There were five different properties and we wanted to present them in ways that resonated with any kind of aspiring business owner. At the same time, we also wanted to leverage my vast experience as a franchise coach as a proven resource of this information. I believe a simple repositioning of bringing "The Insider's Guide to Find the Perfect Franchise for You" on the front cover accomplished that goal.

Along with establishing a clearly defined message for the book and its online properties, we wanted to create a visually captivating logo that furthers that theme. We did a competitive design assessment on other franchise coaching products and analyzed how our image stood out in a 200X300-pixel screen grab and what would be the most appealing. The first two editions of the book featured a photo of a red apple on the cover, symbolizing education. We wanted to keep that theme, yet modernize the appearance. The new multi-colored apple logo symbolizes the various educational resources we offer.

An effective rebranding helps tell your story and convey a message. In the modernization of the apple, the colors break down into different systems. Each property has a meaning and is reflected with a different color, and they all come together to form the collective image of the apple.


I am extremely proud of the rebranding of "The Educated Franchisee," in both its appearance and design, as well as the online properties available to the readers. Moreover, I think it has been very successful in reaching the goal of most rebranding efforts, helping to attract the consumer's attention and influence their perception about a product. In doing so, I believe I will be able to reach potential franchise candidates and help answer their questions and guide them through the franchise exploration process.


Rick Bisio is author of The Educated Franchisee and a franchise coach with FranChoice.
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Title Annotation:FEATURES
Comment:How to Conduct an Effective Brand Overhaul: Effective rebranding helps tell your story and conveys a message.(FEATURES)
Author:Bisio, Rick
Publication:Franchising World
Geographic Code:1USA
Date:Dec 1, 2017
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