INSIGHTS INTO WHEN WE RE-BRANDED
|Re-branding can have dire
consequences if it's not done correctly. It can destroy years of hard-earned
recognition and reputation so it shouldn't be undertaken lightly. E.g. Who
remembers Royal Mail re-branding as Consignia? Re-branding our business was a
major decision for us that involved joined up thinking and lots of work. So we
thought we'd share with you some of the thoughts and processes we went
Have a good reason and define
We knew that after 12 years of success, our business
had outgrown its original name of Video Interactive (promotions).
'Interactive' had become misleading and 'video' didn't convey the
high-end calibre of our offering. Before making the leap into unknown
territory, we sought opinions from a number of trusted, independent
Make sure the re-brand is
seen as being planned
A 4-week announcement campaign to our
established contacts through social media and using a cartoon character raised
anticipation of an impending event. Employing this teaser strategy made it
obvious that the change had been planned well in advance and was not as a
consequence of financial problems. Yes, producers do go bust and re-appear with
a different name or disappear altogether - but not us!
* We decided upon the new business
name then purchased a new domain name to suit -
* We had a professionally designed
logo (visual identity) created with relevance to our brand and service. No
doubt you'll identify the use of the triangle.
* We used (copied) the
original website design, modifying the text, hyperlinks and images before
uploading. An option could have been to design a new website but in our case we
didn't want or need to do that.
* We updated all social media platforms
with our new name, consistent visual identity and links to the new website.
Each social media platform required different image sizes to be individually
* Some additional/duplicate platforms were needed to
enhance SEO to the new website.
* We decided to keep the old domain and
website active since it had good SEO ranking, whilst redirecting visitors to
the new website. The new website will eventually become higher ranked.
All e-mail addresses were set up just changing domain name, making it easier
for our contacts to process and the old addresses had auto responds reminding
senders of the new address.
* We re-designed all hard copy literature
and promotional equipment, following a consistent theme and appearance
* Showcase films currently in use were re-edited with the
new logo and name.
* We re-ordered corporate clothing with the new logo
and name for the crew to wear when on location.
* All online directories
required updating and new e-mails links. To be frank, there are so many, this
is still work in progress. We'll no doubt miss a few!
Statutory, finance, insurance etc...
reasons we won't go into detail here but they needed to be re-aligned
Launching exactly on the date pre-notified in the
announcement campaign reinforced the fact that it was carefully planned in
advance and not as a result of recovering from a disaster.
Communicate the positive reasons behind the
* Clients and suppliers were notified first so that they
didn't learn second hand, thus getting misleading or misdirected information.
All were given firm reassurances of financial stability, ongoing ethos and
access to all their archived projects (going back to when the business started
12 years earlier).
* Next, we informed established contacts through
direct mail and also social media followers.
* A press release was
issued for news and relevant business publications.
This is an online
* Prospects on our target list received an individually written
communication with a copy of the press release.
* We posted information
on social media platforms (some of you will be reading this from one of those
* Personal networking (including a few early morning
In a similar situation, what
would we recommend to you?
It's been an interesting and challenging
process. For us, because it has a solid and positive purpose, it's been an
exciting strategic move. If you're thinking of doing similar, the other thing
to be aware of is that however much hard cash you think it will cost, double it
and however much additional workload you think it will involve, double that
We're not re-branding experts but
we do create highly focused, content-led marketing and sales films for
corporate promotions, product adverts, event filming as well as comms to the
public sector and training. Why not give CorpFilms (UK) a call?
we're known for. It's what we do well"
CorpFilms [UK] specialises in 'high-end'
corporate film production. * Company Promotions * Web and Point of Sale adverts
* Training, Employee Inductions and e-Learning * Product 'How to' User Guides
& Demonstrations * Live Events and Award Ceremonies * Interactive
Call or email for an