Picking a rebranding company
Finding the right rebranding company
Rebranding is not something to be taken lightly. It is a complicated rebranding process that costs money. Many times, brands wait too long before they consider a rebranding agency and relaunching their brands. It’s easy to understand the reluctance. It is a significant commitment.
Stealing Share reinvented the science and art in rebranding. Our process, thinking, and results are different than an old-school rebranding agency.
As a new kind of rebranding company, our rebranding efforts focus on changing the status quo. The brands we rebuild steal market share. It’s who we are, and it’s what we do.
Our process led to the creation of a different kind of rebranding agency and a new category of rebranding companies. We call it persuasive branding. It creates within your brand the highest emotional intensity in your category.
The result is your brand has urgency in its DNA. Your brand pushes the prospect to action.
And we have a scientific model to predict that change. I’ll leave a link at the bottom for you to read in-depth about both. But I suggest you just call us now. We are the rebranding company you need today. We can answer all your questions and never pretend to know more than we do.
Often, brand managers and CMOs want to ignore the pain of brand slippage if they can.
But the signs are there. Maybe profit margins are slipping, or competitors are improving or arriving new in the market. Sometimes it’s hard to think of rebranding when the brand invested so much time and money in protecting and supporting the brand.
The first mistake in rebranding
Waiting too long before talking to a rebranding agency. As a rebranding company, we see this too often for comfort. If a brand waits too long to relaunch and rebrand, they end up having to do a brand repair (you can read about brand repair here).
And brand repair is more challenging to accomplish than rebranding.
At its core, rebranding is an additive exercise. The rebranding company must find a subtle value change, a nuance, building on past equity to make the brand more relevant and preferred.
The goodwill in the heritage brand is leveraged. That brand equity permits the rebranding agency to add enhanced and compelling extensions to the brand.
Brand repair means erasing something rather than adding to it. It’s the difference between forgiving and forgetting.
The time to rebrand, just like in a pending divorce, is when it is still possible to forgive a fault because the reason you were in love is still visible.
At some point, what occurs is so distant from the original relationship that the fault is impossible to forget. That is what Stealing Share, as a rebranding company, calls brand repair.
You are here because you are thinking of rebranding and you are searching for a rebranding company or a rebranding agency that is an expert in what you need.
As a leader of an organization, you look for ways to improve your business through top-line revenue growth.
And look for expense reduction, productivity improvements, channel efficiencies, and other economies. You’re a marketer and communicator, you look to effectively get the message out to both internal and external audiences.
As a leader and a communicator, you continually examine your organization’s brand to improve your business.
Is your brand dated? Does it lack enough meaning in the market, or is it too similar to competitors’ brands to be preferred?
Whatever you believe your brand issue is, you realize your organization’s brand is not as effective as it should be. Assuming you are right.
Rebranding is an option. I’m not going to sell you on the virtues of rebranding. There are times when it makes sense and times it doesn’t. The only way to know for sure is by having a brand audit commissioned.
And a brand audit is the segue to picking the right rebranding company.
Sometimes all a brand needs is a slight refresh or a more compelling marketing message. When we audit a brand, we measure its effectiveness in 9 specific categories.
The necessity for a full rebrand must show deficits in 7 of those categories
Many rebranding companies never found a brand that didn’t need rebranding.
It’s like finding a surgeon who does not think the solution to your problem is surgery. Or a chiropractor who thinks your malady needs pharmaceuticals.
Because Stealing Share is a rebranding agency we have many arrows in our quiver, and rebranding is simply one of them.
A rebranding agency. Never leave rebranding to the ad agency
Never include advertising agencies when choosing a rebranding company
There are some extraordinary advertising agencies out there (read more about ad agencies here) but it is a grave mistake to think of them as a rebranding agency. Ad agencies are expertly utilizing a variety of media and mediums to put forth messaging. But too often, the messages are just entertainment, and the brand itself is lost.
Whether it is a viral social media post or television advertisement for a consumer product, or even an expertly designed sales brochure for
a B2B company— agencies are in a constant battle of one-upmanship.
Choose a rebranding company— a rebranding agency, not an ad agency
They are not brand development companies. Advertising agencies make advertising. The problem is that they believe they can solve everything with nice pictures, viral videos, social media, and slick production. But the truth is they don’t want to miss a drop in revenue. A rebranding agency has longer-term goals.
Make no mistake. There may be a time for all those things.
But if you believe your brand is the problem (and it probably is), an advertising agency is not your friend. Because they are not objective, their mission is to keep you as a client. A rebranding company like Stealing Share remains objective because our relationship ends when the project finishes.
That defines our relationship with you. Sometimes you will get a bloody nose. Most rebranding agencies only want to please the client. As a result of this, their work rarely reflects the needs of your prospect. Instead, they rebrand to please you. We are not that kind of rebranding agency.
That’s no reason to engage in a rebrand development process in the first place. These brand companies welcome organizations who seek nothing more than to have someone tell them that they are doing an excellent job.
That’s not us, and we are not for them.
Rebranding Company. It’s what we do.
Our rebranding process does not always have a pretty picture or slick ad campaign at the end.
Though we can do those things, they are not the destination of our work.
Rather, we will give you a strategic roadmap to address both internal and external audiences, utilizing your brand to provide maximized meaning and direction.
So, if you are still considering a rebranding agency and if you have the desire to bring more meaning to your organization, contact us. If you embrace real organizational change that will better resonate with your target audiences, give us a call. You are the kind of organizational leader who wants to steal market share.
Here are the two links I promised.
And a third link that might also interest you.