Contemplating a rebrand? - Some things to ponder…
The new brand should advance customer perception of your business in line with the businesses next stage of development.
Identify core business offering and efficiency areas
What are the most profitable or successful aspect of your business? Is there a product or service that takes up a disproportionate amount of your time? Can you use the rebranding (and possible repositioning) of your business to improve this?
Plan any repositioning of the business
What direction do you want to take the business in? Is there a service that you don’t offer, that could be making you money? Could rebranding be used to also launch additional services such as web design or cross-media? Would you have the expertise for this in-house, or could part of the new service be sub contracted until you do? From a marketing point of view, launch any new service two to three months after the rebrand would make sense (it could be pre-announced in the the rebrand).
List admin tasks
Inform suppliers, banks, telecoms, insurers etc.
Include all employees in the plan
Vital. Particularly important that all your team ‘buy in’ to your plan. Include the whole team in discussions. Give ownership of certain aspects to individuals or groups of your staff. Keep them informed.
List Marketing tasks/make a plan
Plan and budget for the re-launch. Plan post launch continuity. Making a splash with a re-launch is relatively easy. Continuing to build awareness of your new brand locally is an entirely different matter. Three months after the launch (when it’s old news) you need to continually find innovative ways of bringing your business to peoples attention - on a regular basis.
Design new logo
Not as easy as it sounds - The new logo will be something you should not change for at least three years. Is it a good idea for it to be reminiscent of the old one? - Or is a complete break desirable? There quite a few design tricks that can be used - I know of one company that changed it’s logo from a stylised ‘E’ to an ‘M’, simply by rotating it!
Assess signage requirements
Premises: It’s easy to overspend on signage. Carefully consider the benefits depending on location etc.
Vehicles: If you have a van I think the options here are either a plain van or a vehicle wrap, depending on whether you deliver on behalf of customers. If you don’t have a van don’t bother. Sign written cars just look tacky!
Sometimes a minimal approach can be just as effective as an extravaganza!
Plan web presence
Link your web activities. Plan a scaleable website. Can you support a blog in the long term? Will it help your bottom line? Is yours the kind of business that would benefit from using Twitter or Facebook? If so, who would keep it up to date?
Business Momentum has already assisted several businesses with rebranding. If you have any questions about what we can do for your business, please use the contact us page. All enquiries will be treated in confidence.
“Using paper destroys forests”
EUROPEAN FORESTS HAVE GROWN BY OVER 30% SINCE 1950 AND ARE INCREASING BY 1.5 MILLION FOOTBALL PITCHES EVERY YEAR - AN AREA FOUR TIMES THE SIZE OF LONDON!
CEPI, Forest fact Sheet, July 2008
‘90% of deforestation is caused by unsustainable agricultural practices.’ Underlying causes of deforestation,
World Rainforest Movement; UN FAO
‘The paper industry is a relatively small user of wood. Of the wood extracted from the world's forests, 53% is used for energy production, 28% is used by sawmills and only around 11% is used directly by the paper industry.’
FAO Statistics 2007
Deforestation is generally occurring in the tropics but for a variety of reasons. The main cause of deforestation is either for agriculture or for domestic fuel requirements which between them account for almost half of the trees cut down worldwide.
Paper and the Environment, ATS Consulting, August 2007
‘The single biggest direct cause of tropical deforestation is conversion to crop land and pasture, mainly for subsistence.’ replantingtherainforests.org, April 2009
There have been, and continue to be in some tropical countries, issues over land rights and natural forest conversion to industrial plantations which are cause for concern to the paper industry, NGOs and consumers alike.
In northern Europe, where almost all ancient forests are protected, paper comes from managed semi-natural forests where the cycle of planting, growing and logging is carefully controlled. Even in countries where natural forests are used, like Russia and Canada, logging accounts for only a tiny share of the annual tree growth.
‘94% of the paper we use is made in Europe.’
CEPI trade statistics 2007
One of the many unique things about paper is that its main raw material is renewable and recyclable, providing a natural habitat for wildlife. The European Environment Agency (EEA) has stated that ‘Forestry practice in Europe is developing in a way that can be considered good for biodiversity.’
EEA, The European Environment, State and Outlook 2005, page 191 of report
‘In Europe, forests are growing and now cover 44% of the land area. 98% of all European forests are covered by a management plan or equivalents.’
MCPFE, Europe's Forests 2007
So the next time a customer starts talking about the "Paperless Office" for environmental reasons - you have the answer!
I was with Bob, a business owner the other day and he asked:
"Paul, Why is it that when I suggest and idea to my staff, they don't act on it – then you or someone else tells them the same thing and they act as though it's the first time they've heard it?"
"Bob" I said. "Have you ever heard the saying that a prophet isn't recognised in their own land"
Well; it's true!
1. When the boss tells his or her people that a certain way of achieving more is brilliant – some of the people think that the boss has a hidden agenda.
2. When someone from outside the business explains the same ideas they usually come at the problem from a different perspective.
3. The person from outside the business may be (or should be) skilled at presentations.
4. People believe authority figures.
You see; part of the problem lies within the inaccuracy of the old expression which glibly states:
You have to be heard to be believed
When the reality is:
You have to be believed to be heard
So can you be more effective in communicating new ideas to your staff?
1. If the idea came from a book – give everyone a copy of it. That's what I did with a book I was so taken with about business organisation. It was called "The E-Myth Revisited" the author is Michael E. Gerber. And, I so loved the ideas that I bought all the members of my team a copy and we used some Gerber's ideas to help re-organise , and improve the efficiency of our business.
2. If the idea came from a TV or radio programme – play the programme at a team meeting.
3. If you have yearly meetings – get a professional speaker to present their (and your) ideas at that meeting.
4. Get recommendations from others who've used the ideas.
Two of the key factors in persuasion are authority and social proof. If you can use those, perhaps you can get your people to believe.