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<b><i>Business of Branding</i></b>: The Grand Rebrand
As the veteran of several law firm rebrands, I've learned a few things about how branding projects work at firms, big and small. It's easy to underestimate how complex these kinds of projects can be so it's best to, as the old saying goes, hope for the best but prepare for the worst. I also want to note that all rebranding projects are unique ' no two are the same. There are so many variables (firm size, geographic reach, culture, decision-making process, etc.) that it's hard to generalize about branding projects. Even so, I think there are a few tips that will help make your rebranding project ' should you dare to take one on ' a success.
The Beginning
Before you begin, take a deep breath ' and a vacation. Rebrand projects can be all-consuming and time-consuming; and, just because you have a rebrand project going on, doesn't mean that your day job stops. Rebrand projects have many facets: internal, external; print, online, digital; etc. And while you have all of that going on, you still have to perform your regular job responsibilities. So, my advice is to take some time off before you jump into the project. You'll be glad you did when you're on the other side.
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