The following is a guest post by Kelcie Chambers, Account Director at Dodge Communications.
It takes time to successfully rebrand a company, but in the world of healthcare marketing, time can often be a luxury – not a guarantee. Though many marketers are familiar with the various components that make up a successful rebranding campaign, a short time frame can impact the rules of the game.
Here are 5 ways to ensure a smooth rebranding effort when you are up against the clock.
- Discuss business goals and limitations openly. Transparency is crucial during every step of the rebranding process, and this is especially heightened during a tight turnaround. There’s simply no time to go down one road, only to land back at square one because of unspoken legal parameters or business conflicts. Discuss the company’s business goals openly and don’t hold anything back. This drives the purpose of the project, brings people together around a collective goal and helps avoid one-off tactics. When stakeholders are on the same page, you can be sure the end result will resonate with everyone – most importantly, your target audiences.
- Make research a priority. When facing an impending deadline, it can be overwhelming to consider the long list of to-dos and be tempting to cut corners. It’s important to know how and what to prioritize before you begin. Often, research and planning get the boot while marketers jump straight into tactical execution. Invest time in competitive research. Conduct focus groups. Engage detractors, not just advocates. If you don’t prioritize market research, you may set yourself up for failure.
- Establish milestone markers – down to the hour. If you’re up against a tight timeframe, chances are your final deadline is engrained in your mind. While it’s important to keep this date at the forefront, you must mark milestones along the way to ensure the project stays on track. When the clock is ticking, every minute counts. Set deadlines down to the hour, so deliverables and feedback are in hand when you need them. Take the time to understand how everyone on your team works, so you can cater to different project management styles for maximum efficiency and better results. Try letting go of sticky note murals, and upgrade to a digital project management tool that will allow your entire team to view project activities, deadlines, and updates.
- Set expectations with decision makers. Timelines and assignments aren’t just for marketers. Educate the executive team on exactly what you will need from them and when you will need it by. Bring the right decision makers into the conversation mix from the beginning, and set aside ample time to collaborate as a group. It is important to hold everyone accountable and communicate that missed deadlines can derail the entire effort.
- Don’t set the finish line prematurely. When thinking about a rebrand, typically a new name, logo, tagline, and look and feel come to mind. Be careful not to declare victory too early. While these components are a critical piece of the overall effort, what follows is as important as establishing the visual elements. Launching the brand is exceptionally important, from internal communications to the external rollout. Make sure that messages are reinforced regularly with PR, email automation, newsletters and other communications support.
Kelcie Chambers, account director at Dodge Communications and Betsy Martinelli, senior manager, corporate marketing at Omnicell learned these lessons firsthand when undergoing an entire rebrand and launch within just 3 months. Be sure to catch the pair’s session coming up at the Health IT Marketing and PR Conference (HITMC), “Building a Solid Brand When the Clock is Ticking.”
During the presentation, you’ll receive practical advice on how to drive a rebranding initiative on a tight timeline, including what elements need more attention than others, what deadlines are realistic and how to get all members of the team working together toward the same goals. The presenters will also describe the essential components of an effective rebranding strategy, including corporate identity development, advertising, web, social media, and public relations.
After their successful rebranding effort several years ago, these marketers continue to work together today. Hear directly from Kelcie and Betsy as they share their firsthand insights on Thursday, April 6 at 3:15 pm at HITMC.
About Kelcie Chambers
Kelcie Chambers combines years of agency experience with a thorough understanding of the healthcare and technology spaces to strategically oversee a wide variety of Dodge’s public relations and marketing accounts. Committed to helping clients strengthen their market share, she has successfully created and executed powerful integrated campaigns to enable some of the world’s most recognized brands enhance awareness, advance thought leadership and nurture demand. A news junkie at heart, Chambers’ passion for storytelling is the catalyst driving her to help companies discover the unique messaging and communications vehicles that foster relationships with target audiences and set them apart from the competition.