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Many businesses that have existed for some time face the issue of
whether they should "rebrand." Rebranding
is a marketing strategy in which a new name, term, symbol, design, or
combination is created for an established brand.
The
reasons for rebranding
range from "We
need a fresh look" to "Our business has changed and
evolved" to "Our
market has changed and we need to change with it" —
and more.
The
following is a brief description of a recent engagement.
Key Issues Driving Need to Rebrand
In
this case, the client needed rebranding in all respects. Graphically,
the logo and marketing materials were out-of-date. Further, the website
was old, making maintenance difficult and giving an impression that the
products/services were dated as well. Overall, marketing content was
inconsistent and lacked persuasive selling points.
This
client sought Exemplar
Digital Marketing
because of our decades of experience in branding.
Critical Components
Not
all rebranding is an extensive overhaul of marketing communication in
virtually all respects. However, it was definitely needed with this
client. A new logo was designed, reflecting the company's culture and
position in its targeted markets. All existing marketing materials
(stationery, e-signatures, etc.) were redesigned. Importantly,
significant analysis was done on the business and its targeted markets,
resulting in new text content for all marketing, including a new
slogan, updated selling points, and overall consistency in marketing
messages. With the excitement and opportunities presented by
rebranding, the client requested new brochures, e-newsletters, and
began to advertise in key publications. A new website was designed that
distinguished the company's unique position in the legal marketplace.
Publicity programs, such as media relations, were launched. This list
goes on but suffice to say that every aspect of the company's marketing
was rebranded.
Results
The
client's commitment to rebranding paid off. The company's name changed
in the process, and the branding was completely refreshed while still
retaining the key elements of the culture and distinctiveness in its
targeted markets. Management at all levels became very proud of the new
image in the market and are now actively marketing. Clients and
prospects can now clearly see how their needs are identified and met by
the company.
You
may find that this engagement describes your business in many respects,
since many of the issues are fairly common. Exemplar Digital Marketing has decades of
experience in rebranding.
If you need assistance with rebranding your business, please contact
the experts at Exemplar
Digital Marketing.
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