How to Successfully Communicate and Launch Your Rebrand

Rebranding a business or organization is a challenging and exhilarating process. It’s exciting to shed an old brand that no longer fits and replace it with an upgraded or new brand. Most rebranding efforts involve a small group of team members. Here’s how to share the news with internal and external audiences so that the launch of the new brand is a success. Open communication leads to a more successful launch of a new brand Usually, a rebranding project involves a group of key employees from the leadership tier of the organization and people from marketing or communications. This makes sense because rebranding is an important strategic decision for an organization. However, being too insular with your process means that you miss out on essential insights from other sources. Additionally, it can tell the result feels thrust upon and therefore rebelled against by people who were excluded from the process. There are five key ways you’ll want to communicate about […]

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Why Jeff Bezos is Wrong about Branding

Hear why Emily Brackett, President of Visible Logic, thinks Jeff Bezos has it all wrong. Then commit to developing your brand in a way that puts you in control. Video transcript There are many ways to define the word brand. Jeff Bezos, the founder of Amazon, has a famous quote where he said, ‘Your brand is what people say about you when you are not in the room.’ And you know what’s probably being said about your brand when you’re not in the room: nothing! In fact, if you’re a small business owner and you are not out there networking, making sales calls, or being active on social media, nobody is thinking about your business at all. As a small business owner, your biggest struggle is almost always finding enough customers. So while it’s true that your brand is created by your customers’ perceptions, (eventually) you can do a lot, especially at the beginning to craft that perception. If you […]

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Marketing Not Working? 3 Signs You Need to Fix Your Branding First.

A challenge nearly every business suffers from is not enough sales and poor performing marketing activities. Companies that master their marketing and sales have the momentum to increase revenues, profits, new product development, and expand their team. Many problems that business owners think of as marketing problems are signs that you have a branding problem. If you haven’t clarified your market position, making your differentiators clear to your prospects isn’t easy. If you don’t have a consistent visual identity, you need extra touchpoints to build brand recognition.  Taking time to clarify and formalize your brand—including your visual style, tone of voice, and critical messages—is crucial to making your marketing more effective. 3 signs that your marketing problems are branding problems. 1. Poor landing page conversions on your PPC campaigns In a pay-per-click campaign, there are many steps along the way from search to sale. If you feel confident that you have the right keywords and get traffic to your landing […]

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Rebrand, Refresh or Remain Steady

When people come to us, they often wonder if they should rebrand. Maybe they need to refresh their current brand? Or is that all a mistake and they should remain with their existing brand? Some of this is just semantics, but some of it is an important strategy. Why you should remain consistent with your brand There is good reason to be wary of changing your brand too frequently.  Consistency is essential in branding. It usually takes multiple touchpoints for someone to recognize and trust your brand. Once you are remembered and trustworthy, you can begin the sales process. Face it; you’re not going to make a sale if people don’t fully understand who you are, what you do, or they don’t trust you. You may be tired of seeing the same colors and fonts, but your prospects are probably not as bored of it as you are. Even as you work to maintain consistency, remember that all brands are […]

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Five Reasons to Rebrand Your Business

“Rebrand” — the word can strike fear in the hearts of some business owners and marketing professionals. Rebrands, however, don’t need to be a bad thing. All brands — including iconic ones such as Apple, Starbucks, and Coca-Cola — have changed over the years. It’s necessary to keep your organization moving forward and relevant in evolving marketplaces.  There’s no question that rebranding your business is challenging. Rebrands take hard work, and there are real costs in terms of time and expenses to consider. Also, the process can force you to examine some of the not-so-ideal parts of your business. But a good rebranding will inject new energy into a company and its customers. There’s no exact formula for determining when to rebrand. Most often, the need for a rebrand is created by some event or circumstance your company encounters. Here are five common ones.  #1 – Your company has changed significantly. As your company grows and matures, you may add […]

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