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ReBranding to Modernize Your Marketing
ReBranding
to Modernize
Your Marketing
Who am I?
Our Journey together…• What is ReBranding?
• What is Branding?
• Why should you ReBrand?
• How do you ReBrand?
• Mapping the Ecosystem
• Identify your Key Channels
• Building a Strategy & Timeline
• Next Steps
What is ReBranding?Rebranding is a marketing strategy in which a new name, term, symbol,
design, or combination thereof is created for an established brand with the
intention of developing a new, differentiated identity in the minds of
consumers, investors, competitors, and other stakeholders.
Often, this involves radical changes to a brand's logo, name, legal names,
image, marketing strategy, and advertising themes. Such changes typically
aim to reposition the brand/company, occasionally to distance itself from
negative connotations of the previous branding, or to move the brand
upmarket; they may also communicate a new message a new board of
directors wishes to communicate.
Wikipedia.com
But first…Branding
Think
ActFeel
ResonanceBrand
Left Brain Right Brain
GutHeart
Social
Are they Credible?
Logical & Smart?
Content (Words & Data)
Are they Capable?
Know Details?
Imagery (Media & Design)
Are they Creative?
See Big Picture?
Communicative?
Can they connect?Can they deliver?
Are they fun?
Reviews?
What’s their Story?
Are they engaging?
Are they Cool?
Play well?
How do they make me feel?
Messaging
Mission & Purpose
Shared values?
Do I care?
Can I trust them?
Are they Legit?
Authentic Brand?
Motivated to engage
Brand Loyalty
Your Brand
Why ReBrand?
1. You change
2. Market changes
3. Times change
4. In need of a change
How to ReBrand? – Pt 11. Collect it all
2. Map EcosystemDon’t think yet!
Website (WordPress) Name + Logo
Signage
Business Cards
eNewsletter
Social Media (FB)
How to ReBrand? – Pt 2Assess Pt 1 Ecosystem
a) How well does it work?
b) Who does it work well for?
c) What pieces are successful? Why?
d) How can they be more successful?
e) What do you need to make them
more successful?
How to ReBrand? – Pt 3Describe your current Target Market(s)
a) What are their commonalities?
b) Where do they live?
c) Why do they choose you?
d) In what areas is it important for you to
be sensitive to their preferences?
How to ReBrand? – Pt 3
Entrepreneurs
Resource Providers
University Staff
Start-Up Consulting
Early Stage Branding
ReBranding
Growth Strategies
Network Building
Raising Capital
Host Events
Client Pipeline
Grant Writing
Growth Strategies
ReBranding
Program Support
Network Building
Entrepreneur Engagement
Host Events
Growth Strategies
How to ReBrand? – Pt 3
Mom-preneurs
Growth Oriented
Start-UpsSolo-
preneurs
Entrepreneurs -
Subcategories
How to ReBrand? – Pt 4Describe your potential Target Market(s)
a) What do they want?
b) What are their commonalities?
c) Where do they live?
d) Why would they choose you?
e) What would it require from you to
access this market(s)?
How to ReBrand? – Pt 4
Growth Oriented Entrepreneurs
Lives around Asheville
Business Owner or President
Existing Business, 2+ years old
Have a Website, Interested in WP
Have $150,000+ Annual Revenue
Owner is Engaged & Committed
Sustainably-Minded Company
Willing to Invest in Services
I need to be efficient & clear
Data Centric Reporting Performance Motivated
Needs help with ReBranding
Looking to grow network
Have 3+ Employees
Works w/Workforce Development
Want Strategies for Growth
Needs Capital or Investment
Contract starting at $5k
They’re Busy & Overwhelmed
How to ReBrand? – Pt 5Map your NEW Ecosystem
• WordPress Website with Blog
• Social Media (Facebook, Twitter, Instagram)
• eNewsletter (MailChimp)
• Multimedia (eBooks, Podcasts & Videos)
• Google Adwords Campaigns
• Printed Collateral
Social Media
eNews
Media
• eBooks
• Podcasts
• Videos
SEO• Adwords
• Analytics
Website& Blog
• Business Cards• Rack Cards• Public Relations
• Coupons• Event Calendar• Promote Blog
Public Relations Network
Regional Publications• Asheville Citizen Times• Mountain Xpress• Capital at Play• WNC Woman Magazine• WNC Magazine• Smoky Mountain News• Dig Local• AshVegas
Regional Radio• WCQS/NPR• Asheville Radio Group• Asheville FM
Mapping the Ecosystem
How to ReBrand? – Pt 5Identify your Key Channels (Pipelines)
• How do you catch new leads?
• What do your Channels look like?
• How do you move them from a “Cold” Lead
to a “Hot” Lead?
• What does each Channel need in order to be
effective?
Website& Blog
Warm Hot
Train Consult
Social Media
Search
IRL
Active Project
Cold
Key Channels
Jo
in t
he L
ist
Be
co
me
a P
art
ne
r
Website& Blog
Key Channels – Social Media
List & Connect
FB (Community & Ads)
LinkedIN (Articles + News)
Active Project
Website& Blog
Key Channels – In Real Life
List & Connect
F2F Networking
Referral Network
Host Events
Speaking Opportunities
Active Project
How to ReBrand? – Pt 6Building a Strategy & Timeline
• What are your Realistic Goals?
• What are your Realistic Resources?
• What is your Realistic Timeline?
• Create your Roadmap and make it Real!
e
Specific
Measurable
Achievable
Relevant
Time-Bound
Building a Strategy
e
- ReBranding Strategic Planning Process (1-2 Months)
- Work with designer to modify logo (1 Month)
- ReDesign website, adding blog & new functionality (3-5 Months)
- Update social media platforms with new identity (2 weeks)
- Create editorial calendar for blog & social media posts (2 weeks)
- Start following calendar, test plan for first 3 months (3 months)
- Evaluate plan, modify plan, test for another 3 months (4 months)
- Evaluate plan, invest in pieces which work, test again (4 months)
- Keep going!
Building a Strategy
e
Building a StrategyDraft the
Plan
Logo & Mission
WebsiteSocial Media
Printed Collateral
Test #1 Multimedia
Test #2
Test #3
e
The reinvention of daily life
means marching off the edge
of our maps.
- Bob Black
