The Right Time for a Rebrand

January 27, 2022

Christy Kingsbury

Christy Kingsbury is a senior designer at Fixation Marketing. Her decades of diverse design experience and journalism degree make her an invaluable creative and communications resource for clients.

What’s in a brand? Well, a lot of things! More than just a logo, a brand encompasses your message and your reputation. It’s both tangible and intangible. It’s not meant to be finite, but rather to grow as your company grows. To stand the test of time, your brand should be able to evolve, responding to your customers’ needs and thinking ahead to “what’s next?”

The pandemic has pushed a lot of companies to adapt to new circumstances. No doubt it also made some of those companies rethink their brand. 

So, how do you know when it’s time to reevaluate and refresh some or all of your company’s branding elements? Consider whether these criteria apply to you:  

Your offerings have changed (or soon will). 

Great news—your services are expanding! However, if your identity doesn’t reflect your current offerings, you’re probably in need of more future-proof branding. Maybe you’ve been using the same tagline for decades that calls out one product, service or industry, but now you target a much larger audience and offer an expanded set of services. Or maybe in response to the COVID pandemic, you’re now conducting most of your business online instead of in-person. Regardless of the circumstances, a major shift calls for a review of your brand position.  

Your branding doesn’t stand out from your competition. 

If your clients/prospects can’t differentiate your brand from your competitors’, it’s going to be an uphill battle when it comes to building brand loyalty and recognition. Maybe your competition has grown significantly in the past year (hello, PPE companies!), and now you’re blending in—this is a strong indicator it’s time to rebrand.

Your logo isn’t giving you the flexibility you need.

Maybe your logo looked great in print, but now with online advertising opportunities, it’s just not working (or even fitting). With the dominance of web and mobile communications, the ability to shrink and scale your logo to fit a variety of platform demands is a must. In addition, if your logo has only ever existed as a small, bitmap image, it simply won’t scale without losing fidelity.

Ready to take action?  

1.     Figure out who is in charge of your rebrand. A rebrand is a huge undertaking; without experienced professionals at the helm, things can quickly get off track. It’s helpful to have an outsider’s perspective, a partner in your rebrand who will guide you in the right direction and keep you on track. 

2.     Perform a competitive analysis. In order to set yourself apart, you should research the competition. Maybe your top competitor has a circular, green logo with a thin, sans-serif font. Or perhaps there’s a common word or phrase that it seems everyone in your industry uses. It might be a good idea to steer clear of similar characteristics and also firm up your value and differentiators. 

3.     Conduct an internal Value Proposition exercise. What you discover in this stage will guide your next steps. What exactly does your company or product do or promote; what do you offer that makes you special? You should craft a statement that succinctly defines this, states who your audience is and describes what value your company brings.

4.     Establish your brand messaging BEFORE your visual identity. It’s important to revisit all areas of messaging before moving forward with the design side of things. That old tagline we mentioned earlier? Time to revisit that. 

5.     Define brand guidelines. It’s important for anyone who will be using your brand to be able to easily interpret the guidelines and apply them to whatever format is needed. Without brand guidelines, you’re allowing a variety of interpretations and decisions to be made about your brand. For instance, in what environment it lives, and how/where it’s going to be implemented. Simply put, brand guidelines will help to maintain the integrity of your brand. 

6.     Introduce your new brand! From the outside, this will look like a “voila!” moment. From the inside, you’ll know how many months of research, planning and work went into your rebrand. It’s important to think through a proper execution of your brand launch, which could include a press release, coordinated social media posts, a blog, video, mailer and/or email, to name a few examples. 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.