JOB 3 OF 3 : REDFINIGING A PROCESS
I know this may sound boring (there, I said it), but brand updates usually include process upgrades. One of the more commonly made mistakes during any rebrand- no matter the size - is the overlooking of team and process updates to help enable and support the business (and brand). Consistency and a true understanding of how the brand can and should support keep business outcomes relies on consistency, collaboration, trust and a structure with company-wide understanding. Not to mention, a system where knowledge-sharing isn’t confined to silo’d teams and touchpoints.
The graphic to the right illustrates a general structure that had evolved over the previous 10 years. Every team had a micro view of their KPIs, communication was inefficient, occuring through heavy C-level involvement and through “one-off” conversations from team to team. Multiple approvers were included for individual projects (always tough to navigate around), and brand goals were seen as exlcusive to business goals.