Who’s on your brand team?

If you ever plan on executing a major company rebrand or refresh project, you’ll need the right people on your team. These people can make or break your project.

I know this from firsthand experience working on multiple brand projects, from rebranding a growing local PR firm into a national multi-faceted marketing agency—to refreshing a growing tech startup to a more mature ABM platform company. It’s all about crafting a new, desired market perception to take the business to a level they can’t reach by staying the same.

Here are the two primary groups you will need for your company brand exercise:

CORE TEAM

The core project team is who will actually execute the brand work. At a minimum, you will need to fulfill these roles:

Project manager/project lead

This person will lead the charge in keeping the project organized, roles intact, and managing resources/expectations for each phase

Content/copy lead

Responsible for writing new or updated copy; they can utilize their own editing skills or request additional help

Design leads (graphic designer/web designer)