Rebranding: Five Steps to Building a Story of Evolution and Growth

As any entrepreneur will tell you, good ideas start with a need. In nearly a decade, Dropbox hadn't felt the need to alter its identity until Aaron Robbs, Creative Director, saw the need to align the brand with how people were actually using it. He intended to reposition it from a static, "heavy" brand to a dynamic one that lives inside work processes.

Before launching a rebrand, it's important to feel out the market to ensure it is ready. Additionally, it's important to go beyond a marketing campaign and involve all departments in the soul-searching effort. Finally, lock into an identity by asking the five Ws, uncovering the brand's unique personality, and ensuring the brand "breathes."

Ultimately, a successful B2B rebrand requires a labor-intensive and costly effort. It's important to be clear on the purpose, understand the market, and go beyond a marketing campaign. If done correctly, the rebrand can lead to a successful outcome.