In the constantly changing business environment, audience perceptions of a firm’s brand gradually shift, affecting its ability to compete and the bottom line. As more and more firms recognize the critical role of a strong, differentiated brand in attracting ideal clients and top talent, the fear of being left behind often leads to a conclusion, “we need to rebrand”! And although it’s likely to be true, for a rebrand to pay off, it has to be done for the right reason and the right way.

If you’ve ever been through this process, you understand the complexity and potential frustrations that often go hand-in-hand with rebranding your firm. But it doesn’t have to be this way!

Certainly, there are many decisions to make when it comes to rebranding and many pitfalls to avoid. Becoming more familiar with the process from start to finish and knowing what questions to ask and what common pitfalls to avoid will set you up for success.

Although rebrands vary considerably in length, cost and exact deliverables, following a strategic and disciplined process will help reduce headaches and prevent both budget and timeline from spiraling out of control.

Whether you are considering if you need a rebrand, already planning it, or are in early stages of the process, this session will help you understand the process, the role of your in-house team and the common roadblocks (so that you can avoid them).

Ida Cheinman has led dozens of AEC firms through rebranding and will share her insight, best practices and lessons learned with the attendees. This program will help its participant not only understand how to navigate this complicated process with mastery and confidence but also ensure that the new brand meets your firm’s current and future needs, creates a competitive advantage and delivers tangible results.

The webinar will create a practical roadmap by demystifying the rebranding process and answering these and other critical questions:

·Why rebrand?

·How often should we revisit our brand?

· How long does it take and how much does it cost?

· Rebrand vs. refresh – what’s right for my firm?

· How do we set goals, manage expectations and ensure internal buy-in?

· What are the pros and cons of doing it all in-house vs. outsourcing?

· What steps should we take before hiring a consultant/agency?

· What’s involved in the rebranding process from start to finish?

· How do we successfully launch and manage our new brand?

Learning Objectives

• Learn when and why to rebrand, the difference between “rebrand” and “refresh” and how to determine what’s right for their firm
• Understand what role the firm’s leaders and its in-house marketing team play before, during and after the rebrand
• Identify all aspects and deciding factors that shape the rebranding process – from planning through launch and beyond
• Identify the common pitfalls of the branding process and how to avoid them

Presenter: Ida Cheinman, Principal/Creative Director, Substance151, Benefit LLC