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Andrea James didn’t want her do-everything marketing, public relations and advertising agency to be like the barber’s son running around without a haircut.

She decided it was about time for Love Scott & Associates, which specializes in, among other areas, brand development, to practice what it preaches. As president of the business, she helped lead a rebranding effort that spawned a new website, logo, slogan, theme based around Alice in Wonderland and understanding of the company’s role for the employees of the “different kind of ad agency.”

James described the process by which the agency approached the rebranding of an organization known for its branding and provided a variety of helpful tips and positive effects she learned from the experience, for businesses in need of a fresh branding image.

Do your research:

The first step of James’ process was to conduct a survey to elicit responses that would better identify the values the agency provided its clients and where it needed to improve. Sounds simple enough, but James learned that the process can be a bit daunting, because you’re never quite sure what you are going to hear back. She said that at times, despite hearing all the good things, it was tough to swallow the criticism.

“It was very eye-opening, and I think it is really important for people to do,” James said. “I think a lot of people claim to know what their customers or the public thinks about them; they want to think they know, but you need to find out for yourself and listen to what people really think.”

She said you are going to hear what you might not want to hear, but that her staff learned to realize it was an opportunity to improve.

Remember, you’re a client to yourself:

James said companies often get so caught up in their business that sometimes they forget to take a step back and evaluate the way they’re perceived. Love Scott was no different, and the whole experience of rebranding gave the agency a much-needed chance for self-reflection and understanding of what it is. Her advice: Be a client to yourself, and take that step back.

“It is like having strong self-esteem; you need to go out there and really radiate and know who you are before you try to get someone to want to work with you or understand you,” James said.

Get closer:

James said one of the things the rebranding experience did was improve the morale and closeness of the staff. Much of the time was spent brainstorming and discussing the data retrieved from the survey.

“It was good to hear from everyone and for everyone to have a say, or to have everybody believe in this brand that we are building,” she said. “And there is not a doubt in my mind that anybody in our office doesn’t believe that.”

James said the rebranding helped the staff become much clearer about what it is their agency provides, which could be a positive effect for other businesses.

Become techies:

Once Love Scott was ready to take its new brand to market, much work was done technologically with a new website and social media efforts. James said the whole process helped force everybody in the company to take a close look at how all the different pieces fit together. It helped make sure that people were exposed to social media, for example.

“So while not everybody is responsible for leading the social media efforts, at least everyone can understand it,” she said.

Take your time:

If you think a rebranding is just about slapping together a new logo and a slogan, think again. This can and should be a very laborious ordeal. It was for Love Scott, and this is what James’ businesses does.

“It wasn’t like one day we decided to rebrand and the next month we had a brand,” she said. “We did it right, and I think that is the important thing. We didn’t rush it just to get it done. We wanted to do it right, and I think we did.”