When we are working with an organization through the rebranding process, one of the main questions that arises in our strategy session is whether they are seeking an Evolutionary change or a Revolutionary change in their brand identity.

An evolutionary rebrand would be what AT&T did when it updated it's identity to be lower-case and 3 dimensional.

A revolutionary rebrand would be when AT&T decided to bring their cell-phone company, Cingular, under the newly updated AT&T brand (this really bothered me because Cingular was such a strong recognizable brand in the mobile category, but that's another rant for another time).

When thinking about whether a rebrand needs to be evolutionary or revolutionary, here are a couple of questions to answer:

• How much equity is there in your current Brand Identity?

• Has there been a change in big picture vision of the company?

• How much love is there for your company?

• Has the core product or service offering changed?

• Are you looking to become more of what your company is at its core?

These are just a few to get the conversation started, but the answers to these questions can help guide you in either an Evolutionary or Revolutionary path of rebranding.

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