Questions to Ask When Rebranding Your Business

Stephen Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and recognition industry for over 45 years, and has given numerous seminars since 1979.

We have all heard that a zebra’s stripes don’t change, and because of that statement, we know those we meet come with a distinctive reputation that stays with them, as does ours. This isn’t to say that we or others cannot change, but it takes a lot of planning and structuring of the techniques of us and our business.

Consider these questions when deciding if and how you will rebrand your business…

•    Do we want a subtle or dramatic change? 
•    Are we willing to be proactive or reactive?
•    Is this a new business or an existing business that thinks a new brand will change who and what they are? 
•    Are you looking for a new audience or just an additional audience?
•    Is a merger or acquisition at hand? 
•    Are you making personnel changes?
•    Will your existing clients care?
•    Do you plan a “New Grand Reopening?”
•    Do you have a press release prepared and a date to rebrand?

— Stephen L. Capper, A-1 Awards, Inc.