[Part of the AMA Milwaukee Marketing Advice Column Series]

[Q:] My company is currently planning to undergo a re-branding process and I was wondering if you had any advice on re-branding? I'm slightly wary of how this re-branding will affect our image.

[A:] It's interesting that you're going through a re-branding process with your company. Some say that "branding is dead; long live the brand!"

Assuming that branding is not dead, what you're really trying to instill in your customers' minds is your companies ideals, mission, reputation and of course, unique value proposition, all through the vehicle that will be your new brand. Re-branding should not negatively effect your image. If done correctly, it should clarify your organization's vision and values and strengthen your organization's identity. When you start the process, start with the right questions:

1. Why are we re-branding, what are our goals?
2. How should the new brand make our customers feel about us?
3. What will the new brand do to differentiate us?

Also, if you have concerns, clearly define those concerns. The executive team must agree on the goals of what you'd like to achieve, as well as what you don't want to lose. Use your goals and your executive team's guidance to see you through the re-branding process.