I work with a kitchen remodeling company, Kitchen Magic, that has built a huge business offering something called cabinet refacing. Refacing is half the price of new cabinets because the old cabinet box is kept and a new “face” of wood and doors are attached to the outside. In an unrelated example, Architectural Record, a venerable consumer and trade magazine, recently underwent a facelift of its own — new design, new cover, new masthead and logo. A rebrand or facelift, as it were.
Rebrands are all about taking something old and updating it. Sometimes it’s cosmetic. Sometimes it’s structural.
In the business of brand strategy, cosmetics and structure are secondary. At least they are at What’s the Idea? The process starts without an endgame in sight. No architects plans, no site maps. Brand strategy is about as organic and alive as words and idea can be.
Working with a brand, I certainly understand business objectives and sales goals. But what the brand strategy will look like is a complete unknown at the beginning of the project. The direction and science are not sealed until the paper strategy is complete.
Maybe, that’s why some companies are nervous about brand strategy. And why they prefer facelifts. They want to see what the finished product will look like before they begin.