Ray Baird is President of RiechesBaird

Originally posted on B2BBrandDebate

On the surface this question presents some quick responses and initial thoughts as it relates to an external point of view. Most professionals would agree, re-brand when it becomes irrelevant or tired to the end customer, or when it loses its competitive advantage or differentiation. Certainly re-branding is critical when several companies or brands are merged together and have developed a new point of distinction–not re-branding in this situation can be dangerous and confusing. These are all obvious rational reasons, but B2B branders today need to address the current conditions and how it’s affecting internal B2B brands and their ability to stay relevant and motivated.

With the recent financial turmoil, most all companies are being forced to re-think just about everything. Will the existing business model and strategy continue work? Do we have the right leadership? How can we retain the key talent? How do we cut costs without cutting into the core? And how do we best communicate the changes that are happening? And most importantly, how do we keep our people motivated?

Whenever B2B companies and their employees undergo the type of radical changes most are experiencing it’s time to step back, re-think the internal brand strategy, re-consider the communication delivery and determine if the current internal brand needs to be freshened up, re-branded or just re-communicated.

Asking the following 5 questions to your leadership team, managers and employees can help you evaluate the situation quickly and provide direction:

1. Has our purpose changed? What is it?

2. Is our vision still relevant and inspiring? What is it?

3. Is our mission current, clear and distinctive? What is it?

4. Do our employees understand our strategy and how it relates to their role? What is it?

5. Are we communicating properly? How are we measuring?

So, when is the right time to re-brand? Depends on the answer to your questions. But most likely, the answers are inside.

Let me know what you think.