Ready for your FREE Consultation?

Give Us a Call Today! 317.296.7314

Ready for your FREE Consultation?

Give Us a Call Today! 317.296.7314

Avoid Common Rebranding Mistakes

Smart companies know a brand must evolve over time to stay relevant. Some of the top reasons for a rebrand are:

*Respositioning the company or one of its products(Target did a great job at this.)

*Move the brand upmarket(Looks like Ford is trying to do this. I’ll reserve judgment on whether it is successful or not.)

*Communicate a new message or fundamental change(Starbucks is not just coffee, as evidenced in their rebranding.)

*Emergent situations such as bankruptcy (Think GM here, shifting focus to fewer, stronger brands with efficiency.)

*Merger/acquisition(At&T/Bellsouth/Cingular)

*Get away from a negative image or experience (Philip Morris changing to Altria to try to escape its image problems.

These are compelling reasons for change. Keep the following tips in mind if you are considering a rebrand. Maybe they will help you avoid a branding blunder.

1. Do not cling to glory days of the past:  Market assumptions change over time, and you need to stay relevant. Microsoft’s brand evolution is my favorite example of willingness to change in a smart way.

2. My brand is my logo and colors:  No it is not. Your brand is many things, like customer perception, quality, market environment, and much more. A rebranding is a fundamental strategy change that cannot be executed by design alone.

3. If I want results, I have to hire a big agency with experience in my industry:  Never underestimate the value of fresh perspective. Make sure the team you hire is creative and takes the time to understand who your customer is.

4. The employees will just have to deal with the change: Don’t force rebranding on your staff. Get the internal buy-in and include them in the process. They will have insights into your customers’ needs that the executives will not have. Remember, if your staff doesn’t buy the changes, then your customer won’t either.

5. But I have to do what my competitors do!: No, you don’t. Look at success stories in other industries. Uncovering unique ways to present yourself to your customer often comes from unexpected sources.

Let us know if you have any branding blunders or successes. We would love to read them and share!

Share on facebook
Share on google
Share on twitter
Share on linkedin

Has Your Business Been Impacted by COVID-19?

Schedule a free 30-minute consultation, and we’ll help you uncover creative ideas to stay in front of your customers and ways to welcome them back once this time of economic uncertainty has passed. 

Has Your Business Been Impacted By COVID-19?

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.