14 January, 2011

If You Can Transform a Brand, You Can Transform Your Agency

Yes, I borrowed that line from the title of an article published in AdAge. Truth be told, it's the platform for this post.

Right now we (Renegade) are in the trenches of re-branding ourselves. And I would be a liar if I said it was the easiest thing we've ever done. It's surprising how difficult the work becomes when it is no longer directed towards your clients and suddenly becomes all about you. Case and point, have you ever had to write about yourself? Perhaps a bio, a blurb, about me, etc... It's more difficult than you think. As Christine puts it "Decode your DNA". Figure out who you are. Figure out what your trying to do/sell/offer. Strip everything away and focus on the one thing that makes you, you.

This is the case with any branding initiative but it's a lot easier to dissect the fruits of someone else's labor. When you are forced into a moment of introspect, things get uncomfortable, usually a bit sticky and ultimately someone steps in something gross and tracks it across the living room floor. Fortunately for this industry, a creative solution can clean up any mess.

Once you have the fancy adjectives and fluff stripped away and you can clearly see your vision, corporate culture and unique differentiator, you can begin the process of putting your brand back together. Don't forget all of the other cosmetic details either - you have to think about curb appeal in this neighborhood.

So now you've got a new look, a new approach and now a new buzz in the atmosphere. Now what? Oh yeah, now it's time to launch. I'll leave that up to you while I segue into the Renegade brand launch.

For some time we've been revamping the Renegade brand - who we are, what we do and how we do it. As I mentioned earlier, it was not an easy process and for any agency that has gone through it, knows that.

It's almost like planning a wedding.

You lock down the foundation that everything else will fall into first - who you are, where you're going and how you'll get there (a.k.a. research). Then you move on to the more detail oriented tasks - brand positioning, brand identity, brand plan. And last but not least, the nitty gritty details that you can't forget but never remember - updating all letterhead, docs, envelopes, business cards and email signatures with your new look, setting the tone for your new culture and rallying your troops (in the midst of all the top-level business decisions, you can't forget about your front line - these folks are going to be your brand ambassadors).

With that said, I highly recommend checking out Christine's article in AdAge and also keep checking back to the Agency Confessional and the new Renegade Communications website for the launch of our new brand.

- Jim Luparello III AE Brand Ambassador

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