Does Your Rebranding Strategy Resemble a Camel?

Tips on how your creative rebranding strategy can increase your online lead generation

You’ve seen it before. Some companies are successful when acquiring or merging and rebranding with other companies. But for some, it becomes part of a painful legacy. Remember when Hewlett-Packard merged with Compaq?  Or when Borland bought Ashton-Tate? Or when Oracle bought PeopleSoft? Or when 3Com bought Palm, and later HP bought Palm OS?

If you were in charge of marketing and maintaining lead generation gains during one of these mergers, you experienced first-hand what worked and what didn’t work. The business challenge of developing a rebranding strategy after a merger requires melding assets and liabilities. From boardroom to branch offices, “who we are, what we do and why it matters” is richer, more complex than ever before.

Flexibly and Successful Rebranding Strategy

It’s at this type of flex-point, that the opportunities for success are greatest. But only if companies seriously rethink their offering, audiences, and go-to-market strategy. They can be exhilarating, stressful, celebratory and transformative. But, if you approach it by committee, you risk creating a camel instead of a horse with no unifying plan or vision.

To make certain your rebranding strategy creates a horse, you need to:

  • Get help from a creative branding agency
  • Develop a fresh, creative approach for differentiating your company
  • Improve your market presence and increases sales
  • Dress up your customer-facing materials with new branding, positioning, and messaging.
  • Reassure customers of the value-add

Not the time for shortcuts

For major corporate rebranding strategy projects, you need to use qualitative research to uncover current perceptions and impressions of your company or individually of the companies that merged.

Armed with fresh information, you have the opportunity to revitalize your brand and close the gap between existing marketplace perceptions and where your company wants to be.

Key Rebranding Strategy Focus Areas

The new, combined company will be successful if you concentrate on the following 5 areas:

  1. Visibility and effectiveness of your website
  2. Credibility of your relationships with key media and analysts
  3. Strength and awareness of your brand
  4. Performance of your lead generation programs
  5. Effectiveness of technology solutions to support lead nurturing tactics, and critical KPIs

 

Creative Business Rebranding Services
Hivemind Studios Branding service experts design business brands from the ground up, from product naming, marketing messages, and unique logos to ongoing brand monitoring to post-launch and more.

If you’re not ready to settle for a horse, see how creative branding can be used develop something totally unique, like unicorn branding.

If you are seeking a creative branding agency, we’d love to share our ideas with you. Call 408-266-3162.

 

Re-branding Strategies that Work

 

Summary

Rebranding strategy implementation San Jose, CA digital agency

Does Your Rebranding Strategy Resemble a Camel?

Creative rebranding strategy to increase lead generation

Author: Tom Lauck,
Owner of Hivemind Studios
June 29, 2015
Updated:December 23, 2015
Guidance for the business challenge of developing a rebranding strategy after a merger requires melding assets and liabilities. HiveMind Studios helps clients create a flexibly and successful rebranding strategy

 


Also published on Medium.