Q. I already have a brand. Why do I need someone to help me if I want to change it?
A. In these pages, we talk about “Branding” as though no Brand exists in your organization. Clearly, that’s not true. So we’re really talking about “Re-Branding” to make sure your Brand is communicating what you want to say about your organization.
Q. How long does a Re-Branding project typically take?
A. In most cases, the whole process will take about six months – from the initial meeting until your new Brand Identity is launched to your constituents. Of course, there are many factors that can extend the process.
Q. Do I need a Branding Agency?
A. Probably. There are many excellent brand agencies who will provide all the branding services you need from beginning to end. Typically, though, these agencies are very expensive, both in the fees they charge and the cost of ancillary services (like logo design). Dave can put you in touch with people who can provide the help you need to guide you through the process and enable you to get the best services at the most economical price.
Q. Will these agencies come up with a new name for us?
A. In some cases, they may do that. But Dave’s philosophy of naming (re-naming) was very simple. He believed that God has already decided what the new name should be for your organization. So his role was to help you be in the position where God can reveal that name to you. That was done by understanding what God has taught us about names, what a name means, and what make a good name. Then Dave took organizations through a simple exercise he called “Dave’s Game of the Name.” Through this exercise, Dave believed (and his experience bore this out) God would use members of your organization to reveal His plan for your new name. While Dave no longer directly provides this service, he can put you in touch with people who currently generally use the same process.
Q. Did Dave do our actual new logo design?
A. No, Dave was not a designer. But he knew how to find good designers and other suppliers to help you get the best Visual Brand Identity program at the lowest possible cost. He was a “strategic initiator” who provided the bridge between you and the people who would do the work of design, preparation, printing, etc. – so you could get it done right the first time. Dave can still provide these contacts for you.
Q. If Dave didn’t actually do any of this work, why was he needed?
A. Just like any other field, Branding has many quality people working in it – and some who do not have the expertise required to provide an appropriate Branding program. In addition, Branding is not something many organizations do all the time. So they don’t know how to work through the processes needed to execute a great Brand. Even more importantly, experience shows that organizations aren’t always able to effectively communicate with branding suppliers (designers, printers, etc.). More than one organization has taken a “hit-and-miss” approach to getting a new logo design – and missed every time.
Q. Can you give some examples of that?
A. Sure! One organization was trying to come up with a new name. It asked everyone in the organization to each submit 10 “names” for consideration. The result was a list of more than 2,500 words, none of which had any meaning. The president and the communication director narrowed the list down to 25 “names” which it took to the Board. The Board’s response: “These are just words. They don’t mean anything. Go find somebody who knows what they’re doing and can help us find a real name.” Dave was that person.
Another organization thought it just wanted a new advertising slogan. The communication director contacted Dave for help. Dave quickly realized there was no direction or basis for a slogan and began asking questions for management to consider. In the meantime, the communication director thought the organization needed a new logo. So he contacted three “friends” and had them start designing logos. But since there was no direction – no “Brand” – the organization spent almost $5,000 on logo designs, none of which was acceptable. After Dave met with senior leadership, it became apparent that the organization needed a new name. Once the name was chosen, an in-house graphics designer was able to develop the new logo – at no cost to the organization!
Q. Talk about costs.
A. There are two types of costs involved in re-branding and/or re-naming. One is the cost to produce new material, such as new logos, new stationary and brochures, new Website designs, etc. Careful planning can reduce some of this cost by using up old material before new material is introduced. Typically, the cost for design runs $30,000 to $40,000. Production costs are added, but they would be spent anyway.
The other cost is for the service of a facilitator like Dave. His experience has shown that organizations who don’t pay for these services also don’t place any value on the work, and usually don’t get the help they really need.
For more information, please contact Dave.