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INSIGHTS INTO WHEN WE RE-BRANDED OUR BUSINESS

Re-brand insights. Out with the old. In with the new
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 through.

Have a good reason and define clear objectives
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 colleagues.

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!

Update resources
* We decided upon the new business name then purchased a new domain name to suit - www.CorpFilms.co.uk

* 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 constructed.

* 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 throughout.

* 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...
For obvious reasons we won't go into detail here but they needed to be re-aligned too.

Launch the re-brand
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 re-brand
* 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 copy

* 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 postings)

* Personal networking (including a few early morning breakfasts)

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 too.

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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?
"It's what 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 Interviews
Call or email for an informal chat.

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