Publisher: SullivanPerkins | Series: SPotlight
No matter the size of your company, rebranding it is a major endeavor, involving deep strategic thinking, multiple phases and numerous deliverables. Every client is unique, but understanding the overall process is key to achieving a successful result.
This guide provides an overview of what is typically involved in the rebranding process, illustrates the process with examples from a rebranding campaign for client Kosmos Energy, and ends with an overview of SullivanPerkins’ experience.
Reasons for Rebranding
- Major Expansion or Change of Products/Services
- Negative Publicity for Existing Brand
- Existing Brand Tied to Obsolete Ideas/Perceptions
- Shift in Industry Perception by Customers
- It’s Just Time for Something Fresh
Phase I: Developing Your New Corporate Identity
Major Deliverables: Logo & Tagline
Your new logo and tagline are at the forefront of your rebranding efforts. They must clearly communicate that your company has changed and suggest the nature of that change. For many, this will be the first and lasting impression of your new identity.
Additional Phase I deliverables often include: Brand Standards Guide, Corporate Anthem, Positioning Statement, Elevator Pitch.
The Process
This is an intensive process that involves taking a deep look at what your company represents today and what you want it to represent in the future. The work here informs not just a new logo and tagline, but underpins every other element of your rebranding campaign as well.
Our Phase I process typically includes:
- Interviewing up to 8 stakeholders at your company, typically including CEO, CMO and key department heads, to determine leadership’s understanding of the company’s new direction.
- Analyzing existing corporate materials, including website, collateral, advertising and social media to understand how your company presents itself and the areas where changes of emphasis are needed.
- Analyzing competitors’ corporate materials, to determine elements common to everyone in your field and better understand what makes your company unique.
- Logo design, which culminates with the presentation of 15–20 potential directions, refinement of chosen directions and color studies leading to a final logo provided in all necessary file types.
- Brand Standards development, creating a guide for basic logo usage rules and variations, color palette, recommended fonts and written specs, etc.
- Tagline & message development using our Word Cloud and Givens/Separators methodology to isolate key language in creating a tagline that may be “locked up” with the new logo, plus additional messaging elements including: Anthem, Positioning Statement, Elevator Pitch.
Sample Timeline: Phase I (Months 1–3)
- Month 1: Stakeholder Interviews and Competitor Research
- Month 1–2: Logo Design
- Month 2: Tagline Creation
- Month 2–3: Brand Standards Development
- Month 2–3: Message Development
Logo Portfolio – Brands Designed by SullivanPerkins
Sample logos created by SullivanPerkins include: Grandscape, Maple Boxing Gym Dallas, Caldwell Zoo, Dallas Children’s Advocacy Center, Connoisseur Travel, (unnamed square frame mark), Metrocare Services, (unnamed geometric mark), CMC Commercial Metals.
Taglines Developed by SullivanPerkins
- Kosmos Energy: “A passion to explore, a drive to produce.”
- Venari Resources: “Exploring differently.”
- BNSF Railway: “That’s how we roll.”
- Stronghold Resource Partners: “Resourceful investing, technical depth, proven track record.”
- Zekelman Industries: “Tubular products, total solutions.”
- CareNow: “The convenience you need, the care you deserve.”
Phase II: Communicating Your New Corporate Identity
Major Deliverables: Communications Plan
A strategic communications and engagement plan includes measurable objectives, strategies and tactics to deliver the brand messaging and grow brand recognition in operating areas through various channels and communications platforms.
The aim is to develop a customer communications and engagement strategy that is performance-based, developed from stakeholder understanding and truly connects with stakeholders by enabling the company to be more recognized and relevant.
The Process
SullivanPerkins has produced marketing plans, tactical calendars and other consultative documents that include recommended tactics, specific timing and budgets. An experienced senior-level planner will lead the development of planning. Media plans and budgets will be included in the plan. Initial press releases can be written by SullivanPerkins and placed through appropriate distribution channels. If a comprehensive public relations campaign is judged to be a focus of marketing activity, SullivanPerkins may outsource to a public relations partner firm.
Sample Timeline: Phase II (Months 1–3)
- Month 1: Stakeholder Interviews and Competitor Research
- Month 1–2: Task, Rollout Plan, Initiating Marketing Plan
- Month 2–3: Comprehensive Communications Plan
Selected Communication Plan Clients
SullivanPerkins has developed marketing and communications plans for clients including: WageWorks, Ben, Verizon, Nokia, UNT University of North Texas.
Phase III: Rolling Out Your New Corporate Identity
Major Deliverable: Website
Quite possibly the most prominent platform for communicating your new identity will be your corporate website, which should be one of the first elements revamped to reflect your new visual identity and messaging.
Additional Phase III deliverables often include: Social Media, Collateral Materials, PowerPoint Templates, Stationery, Virtual Backgrounds, Office/Worksite Signage, Identity Announcement Items.
The Process
SullivanPerkins will design, write and program the website; we can arrange hosting if required. Our standard website questionnaire will help initiate this project. We will present home page and drilldown alternates as part of the process of producing a final design using content from the current website and extend selection to completion. We will integrate to WordPress CMS and provide up to 4 hours of training sessions and deliver written instructions for uploading and editing content. Includes SEO development. Not included: ongoing site maintenance or SEO optimization.
Our Phase III process also typically includes:
- Social media set-up, establishing the new identity on relevant social media platforms such as Facebook and LinkedIn, with branded content that reflects the message development.
- Collateral materials development, updating materials such as corporate brochures, folders and sales sheets with the new identity and messaging.
- PowerPoint template development, with two creative options for updated presentations, including cover, section pages, content pages, chart styles and recommended color palettes and fonts.
- Stationery suite, with two options for letterhead, #10 envelope, mailing label, business card template and e-mail signature template.
- Virtual backgrounds, with multiple options to serve as branded backgrounds for virtual meetings on Zoom, Microsoft Teams and other platforms.
- Office/worksite signage creation, with options using the new identity that are specific to your corporate office exterior and interior signage needs; we can supervise fabrication/installation as needed.
- Identity announcement items developed as needed for internal and external audiences, including t-shirts, posters, branded merchandise and email announcements.
Sample Timeline: Phase III (Months 3–5)
- Website
- Social Media
- Collateral Materials
- PowerPoint Template
- Stationery
- Virtual Backgrounds
- Office/Worksite Signage
- Identity Announcement Items
Rebranding Process Examples: Kosmos Energy
To give you an idea of how the rebranding process is realized, here are examples from a rebranding project done for an energy industry client based in Texas.
Phase I Example: Kosmos Logo Presentation
The final selected logo is Kosmos Energy with a globe graphic replacing the “O” in Kosmos. The presentation included approximately 20 logo direction options, ranging across typographic, iconic, and combination mark approaches, in various color schemes including blue, orange, teal, and gold.
Phase I Example: Kosmos Tagline Presentation
Tagline candidates presented to Kosmos Energy included:
- Discovery on the frontier. (selected tagline)
- Visionary. Disciplined.
- Visionary and disciplined in discovery and delivery.
- A passion to explore, a drive to produce.
- Empowering expertise.
- Advancing progress, enhancing lives.
- Deeply expert.
- Creative in finding oil.
- Technically excellent, operationally safe.
- Creative and disciplined in finding and delivering oil.
- Deep expertise, contrarian spirit.
Phase I Example: Kosmos Word Cloud and Givens & Separators
The Word Cloud is the container for the brand aura – words that express the benefits of the brand, with nouns, adjectives, and facts – what the company does for its stakeholders, and how the stakeholders feel about it.
Kosmos Energy Word Cloud core words: Expertise, Discipline, Empowering, Bold, Rifle-shot exploration.
Givens and Separators: What do the stakeholders in your company think is important to differentiate your brand? What are the attributes that every competitor must have? What are the important qualities that might be unique to your brand?
Givens (low differentiators, expected in the category): Partnering, Integrity, People, Social Responsibility, Focus, Entrepreneurial.
Separators (higher differentiators, potential unique attributes): Accelerated, Africa, Persistent, Risk-taking, Pathfinder, Expertise, Empowered.
Word Cloud attributes organized by dimension:
- How You Describe the Company: Oil finders, Flexible, Explorers, Entrepreneurial, Integrated team, Doers, Deep expertise, Technical leadership, Mitigating/Managing risk, Collaborative Team, Disciplined, Earn as we learn, Friendly/Like each other
- How the Company Acts: Focused, Personal, Fluid, Smart, Unconventional, Persistent, Pathfinder, Experienced, Contrarian, Accelerated, Empowered, Ethical, Decisively, Unafraid, With good judgment
- How Others See the Company: Agile, Confident, Optimistic, Brave, Different, Successful, Bold, Respected, Amazing, Unique, Driven, Direct and honest
- How the Company Impacts Others: Aggressive Partner, Development, Creating value, Fostering growth, Assisting governments/national oil companies, Social responsibility, Hiring/training locals, Empowering, Safety
Phase III Examples: Kosmos Website & Other Materials
Kosmos Energy Website Copy
Homepage headline: “World-Class Asset Portfolio.”
Body copy: “Kosmos Energy is a leading deepwater exploration and production company focused on meeting the world’s growing demand for energy. We have diversified production, a world-class gas development, and value creation opportunities from exploration in the frontier basins where we operate.”
Kosmos Pocket Folder Copy
Headline: “Discovery on the Frontier.”
A Visionary Strategy: “We are a proven finder of large oil and natural gas deposits at better than industry rates. We expeditiously identify and capture significant acreage positions with a bottoms-up geologic approach to exploration, focused on hydrocarbon source, reservoir potential and trap evaluation. Our strategy is focused on delivering organic exploration success, major developments and substantial production.”
World-Class Portfolio: “Our asset portfolio includes existing production, major discoveries and exploration upside offshore Ghana, as well as exploration licenses in under-explored regions of Africa and South America. We are expanding our portfolio by identifying and capturing new petroleum systems, which provide substantial opportunity to Kosmos.”
Resolute Success: “Kosmos is the architect of the upper Cretaceous stratigraphic theme along the Transform Margin of West Africa. In 2007, we discovered the massive Jubilee field, offshore Ghana, which unlocked the Tano Basin hydrocarbon system. We have also made significant follow-on oil and natural gas discoveries that provide a strong platform for growth for Kosmos.”
Advancing Progress, Enhancing Lives: “Kosmos is committed to the environment and the communities where we operate. We manage a proactive safety culture, focused on continuous improvement and best-in-class processes. Kosmos is a caring citizen, dedicated to partnering with communities in our operational areas. We initiate and support efforts to improve lives in those communities by developing programs targeting health care, education and community development.”
Kosmos Corporate Anthem
“Kosmos Energy is a pathfinding oil and gas exploration and production company focused on the frontier. We are oil finders, driven by two primary missions. First, to find and unlock significant new petroleum systems. Second, to grow and mature discovered hydrocarbon systems through development and production, as well as follow-on exploration success. We have the deep experience and the technical excellence to see opportunities others may not. For governments, industry partners, shareholders and our team, we are creators of value and a substantial source of growth. And we are a catalyst for progress in the areas where we do business, transforming natural resources into national resources.”
Supporting statements:
- “Kosmos has the drive to find new and emerging petroleum systems and the discipline to develop them safely, quickly and profitably.”
- “Kosmos is guided by a team of proven exploration leaders, with a 30-year track record of success in multiple areas of the world.”
- “As technical operator for the Jubilee deepwater development, we applied proven development techniques and brought the discovery to first oil in record time.”
- “We respect and protect the environment by carefully analyzing the potential impacts from our proposed projects and crafting mitigation measures to minimize those impacts.”
Kosmos Business Card
Sample: Steve Brashier, Director, Corporate Technology – Well Design Integrity and Technical Assurance. Direct 214.445.9621, Cell 214.499.0644, Email [email protected], www.kosmosenergy.com. Kosmos Energy, LLC, 8176 Park Lane, Suite 500, Dallas, Texas 75231, 214.445.9600. NYSE/LSE: KOS.
Kosmos PowerPoint Template Guidelines
Page Message with Bulleted Text: Message text should summarize the point of the page. Bullet-point phrases should be concise and generally limited to three lines in length. Bullets are used to indicate sub-points of text. Three bullet indents are used. Do not put a period at the end of the bulleted text except when a phrase ends with an abbreviation or a bullet point contains a series of sentences.
Basic Data Chart: Charts have been created with default settings. Chart Title font: Calibri 12 pts, white on navy blue background, bold, centered. Chart Units font: Calibri 9 pts, black, unbold, left-aligned. No grid lines or plot area border. Legend bottom center, no border. The data label for Kosmos data points should be formatted manually in the chart with Kosmos Medium Blue, bold.
Rely on the Rebranding Experience of SullivanPerkins
Over the course of nearly 40 years, SullivanPerkins has worked on hundreds of corporate identities, including:
- BNSF Railway
- Boy Scouts of America
- Hotwire
- Kosmos Energy
- Lake Austin Spa Resort
- Southern Methodist University
- Stronghold Resource Partners
- Travelocity
We have developed messaging platforms, including “anthems,” positioning statements, Word Clouds, and Givens/Separators charts, as part of crafting approved, consistent and difference-making messaging. This work has been done for a long list of clients, in different verticals, including energy, financial services, healthcare, telecom, education, travel, real estate, hospitality and nonprofits.
ADWEEK named SullivanPerkins one of six top creative service firms nationwide, and our work has been exhibited in the most reputable creative journals and awards books. No one in our market has a more distinguished long-term record for serving clients with outstanding work.