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Types of Rejuvenation
There are two major types of branding rejuvenation
projects we can talk about (and several sub-types).
The first major category
is where you change the
name and everything
else.
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Types of Rejuvenation
Category two is where you keep
the name but change all the
messaging.
My suggestions will work for both types of B2B brand
rejuvenation, but category one is more difficult.
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Brand Value
I wrote recent article titled The Economic Value of Your
Company Brand.
The theme of the post: No
matter the size and scope
of your company, the brand
position you hold with your
prospects and customers
has monetary value in
terms of sales, stock prices
and even employee
retention.
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Starting Fresh
One of the points I made in the article is that
“You are sometimes better off if you
are starting off with a clean
branding slate”
The downside is that few people know about you – the
upside is that you can start with a fresh and differentiated
brand position.
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100 Most Valuable Brands
Interestingly, according to the intensive Millard
Brown BrandZ Top 100 Most Valuable Global Brands
Study, 20 B2B brands make the list of the
100 most valuable brands.
Several of the most valuable, including IBM,
ExxonMobil, BP, JP Morgan, and Microsoft,
have had to go through their own brand
rejuvenation program.
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8 Part Branding Rejuvenation Formula
Whether you are representing one of
the giant companies or your own small
firm, the following eight-part
Formula will get you on the
right branding path.
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1. Take a brutally honest assessment of your current state.
Why exactly are you thinking of upgrading your brand and
what you hope to accomplish?
Are you doing it for less than stellar reasons:
e.g. you are personally tired of your brand, or can
you show how the company will benefit economically
from the time-consuming and expensive rebranding exercise?
8 Part Branding Rejuvenation Formula
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This is an important question
because the best brands
have a timeless quality. What
sounds good today may not
work well in five years, so
encapsulate a future
perspective
on what customers will buy
today as well as into the future.
2. Decide where you want to be in five years.
8 Part Branding Rejuvenation Formula
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3. Validate the congruence and market readiness for the
new brand position.
This is a step where you may benefit from outside help.
Make sure what you are proposing resonates with both the
target audience and online searchers. Yes, you want to
validate your new brand with the Google search algorithm.
More about this in a future post.
8 Part Branding Rejuvenation Formula
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4. Create a strategic messaging platform that
consists of a brand promise, value proposition,
About the Company statement, and key messaging
statements.
Make sure this messaging shows you as being
unique, remarkable, and most important, extremely
beneficial.
8 Part Branding Rejuvenation Formula
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5. Gain agreement from all stakeholders.
Let everyone, especially your existing customers,
know exactly why you are updating the brand
and what it will mean to them.
8 Part Branding Rejuvenation Formula
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6. Launch the new brand position with a new
website, new content, new look and
feel, and new panache.
8 Part Branding Rejuvenation Formula
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7. Be relentless and persistent in promoting your B2B
brand.
And if you have changed the company or
product name — other than the fact you want
to redirect anyone looking for the old brand name
to the new content — it is best to banish the old naming
and messaging from your vocabulary.
Don’t have one foot on the old brand and the other on the
new.
8 Part Branding Rejuvenation Formula
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8. Live the brand position.
Your brand is about much more than what
you say in your promotional messaging. Whatever
you are telling the world that you are, make sure it is
congruent with how you operate in every part of your
company.
8 Part Branding Rejuvenation Formula
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Brand Congruency
The importance of creating a brand that is congruent with
who you are and what you do as a company is reflected in
a great quote from Starbucks founder Howard Schultz
from Pour Your Heart Into It: How Starbucks Built a
Company One Cup at a Time:
“In this ever-changing society, the most powerful and
enduring brands are built from the heart. They are real and
sustainable. Their foundations are stronger because they
are built with the strength of the human spirit, not an ad
campaign. The companies that are lasting are those that
are authentic.”
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Learn More
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About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)[email protected]
