Why should companies re-brand?
Monday, August 6, 2007/
I am attempting to write a presentation on branding and marketing and am struggling to nail why my audience would buy the re-brand story given that they are mostly one to three-partner financial planning firms of relative long standing.
I can hear them now – “Yep, fair point, but it’s not for me”. Please give me your top 10 reasons why this type of company should think about re-branding.
Dear No Ideas,
Gee you’re not going to convince them if you can’t convince yourself.
There is a major reason any company should think about re-branding on a regular basis: to freshen the brand.
I bet this company has not refreshed for years and the brand is stale and old. Re-branding does not have to be radical – but it can be rejuvenating.
There is another compelling reason for re-branding. Lots of existing tag lines for companies that appear under the company name don’t work in search engine marketing. Companies should be reinventing their tag lines so they have a better chance of being picked up by search engines when people are looking for services.
Yeah, yeah, you want a list.
Here are the top 10 reasons (thanks to marketing guru Uncle Colin):
- Force a total rethink of the firm’s focus.
- Engage suppliers in closer value chain links.
- Develop intellectual property recognition.
- Link staff recruitment as the firm grows.
- To give clarity of the contact point for service.
- Make the firm more visible than just a list of names.
- Build an identity that staff can use to win new business.
- Establish accountability for service quality.
- Make it easier to use brand links on the web.
- Create a customer service expectation.
What are you waiting for? Email your questions, problems and issues to [email protected] right now!