Rebrand – case study

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rebrand

Rebrand – case study

– If any of the following applies to your business, then maybe a rebrand might be right for you.

  • your business has changed over the years
  • products, services, staff or customers have changed
  • your simply not sure about how you are perceived, positioned or appear in the market against your competition, customers, products or services
  • need to get to the next level? know what you want but not sure how to get there?

What can you do?

Many believe that a rebrand is about super creative people sitting around a table exchanging name suggestions, producing visual creativity mood boards and attempting, innovative ways to provide unique, impactful ideas to promote a business. This is partly true, but it won’t provide real intelligent, effective marketing, if done in isolation.

A purely creative approach can often produce hard to understand, abstract and sometimes meaningless marketing, with no real intelligent forethought for the real objectives of any individual business. A rebrand as a result, is not as simple a process as it may seem.

All of the really creative and exciting stuff noted above can and may well be applied, but only once a strict creative brief has been discovered. This brief requires a more logical process. It will follow tried and tested conventions in marketing theory and development. To show some elements of this process, lets take a case study of what we did for one of our clients.

Positioning

‘D2 business development’ – approached us, having been already in trade for approximately 18 months. They knew something wasn’t quite right in their market positioning. They were open to a full and frank discussion about their approach to the business and its current marketing. Through a thorough consultation, we were able to discover what the real objectives of the business were and challenge some aspects of the model.  We found out who the competition was and who they needed to target. We then aligned these objectives with some in depth positioning work that would describe the business perfectly.

Once we had done this we agreed with D2 that a rebrand would be most effective. We now knew its true positioning, and this would inform the rest of the project providing control, consistency, effective key tone, messaging and visual creativity going forward.

Renaming – the naming convention

Remember a rebrand might not always require a name change but in this case, it did. Naming a business isn’t just a matter of brainstorming, co-design, ideation or an algorithm driven, ‘whacky name generator’ to create a name. The convention follows a logical, process driven creation, through a living document. It tests, analyses and validates relevant words to form an appropriate shortlist. This will then morph, merge, discount and provide names to research further.

It’s a tried and tested process that works extremely well in forming a name that sounds just right, feels established and is effective against the business’ objectives. It will create the basis for a successful and credible brand, for any of its potential clients to ‘own’. The work also included research on existing names at Companies House, URL domains, trademarks, international meanings, customer perception, competition analysis and legal repercussions. The process is thorough and provides proof of discovery.

Brand Development

Now we were positioned and had a name that met the targeted requirements, we were able to develop some key factors through intelligent, creative marketing. This provided key messaging, tone and a visual brief for the next step in brand development. Find out more about Branding here.

Graphic design

Using the brief, we set to translate this into graphic design for the brand ID or logo. This would go on to set the format for all business stationary, web development and social media graphics, posts, articles and business representation for all strategy and eventual tactical outputs going forward. The design focused on the positioning and brand development to portray a credible business, unique, recognisable and memorable within its market position.

Site scoping

Only now do we start thinking about what we needed for the website, to be the best it can be for a potential web visitor. The scoping was designed in line with its use across all screen sizes and mobile device formats.  It should provide a quick and efficient structure to enable a successful user journey, from ‘visitor to lead & contact’ in the easiest and most efficient way possible and without breaking the budget.

Dynamic copy

Our copy writing took direction from the client but at the same time, applied techniques from years of marketing experience, to get the business message and brand across perfectly and in a way that matched the target audience’s expectations. It should direct them to more information if need be, or relevant calls to action that can change dynamically. Ultimately it should prompt the visitor to contact the business, whilst remaining subtle against discovered objectives and approach to its positioning.

rebrand

Launch

Of course, each part of the development was timed and carried out in agreement with D2. We made sure everything was in place to continue each stage. For example, formation of the new business at Companies House, domain ownership, business diary entries and seasonal sales fluctuations. We also consulted on the best way to inform on-boarding and previous clients of the rebrand. We leave no stone unturned. The new business, ‘Saligent’ was formed and launched successfully.

If you want to see what the end results were, follow this link to their new website. https://saligent.co.uk

To Conclude

This work marks a major re-brand for the company, formerly D2 Business Development.  Managing Director, Chris Davies, is well aware of how sales and marketing work together through a common goal for growth. His business develops your sales, whilst we provide him with the tools and an effective way for potential clients to discover Saligent.

Contact Us

Contact us now @ The Marketing People to see how we link up and develop marketing for your business. We can advise on your rebrand, refresh or on any other marketing matter. Just pick up the phone 01543 495752 or email contact@themarketingpeople.com

Brand Positioning & Funky Wunky Doo Dahs

Brand Poistioning - Funky Wunky Doodahs logo

Brand Poistioning

Brand Positioning & A New Website – Funky Wunky Doo Dahs

Brand positioning is a vital element when considering any business’ marketing. Here is an example of how we used brand positioning to best effect in one of our latest projects. The ‘positioning is key’, to all other elements.

When Funky Wunky Doo Dahs approached us with a view to working together, we were intrigued. Not only because it was a surprising name, but because we really wanted to know what Funky Wunky Doo Dahs was all about. Brand positioning? What was Funky, what was Wunky and what were the Doo Dahs going to say to potential customers?

Communication

Actually one of the first conversations we had with the Managing Director Sandra, from Funky Wunky, was whether or not the name worked in relation to the business and the industry it operated within. The first part of our consultation formulated the work on brand positioning and validated the business name objectively. Ultimately, both the client and The Marketing People agreed that the name could in fact work, as long as we positioned it correctly.

This was the start of a super project and Sandra has been a superb example of a customer who would work hard with us throughout the consultation process, allow for our positioning work and feedback constructively on subsequent graphic and website design elements.

Both parties knew we had to challenge the brief to get the best results. We think the results are now perfect for attracting the ‘right kind’ of customer for Funky Wunky.

What did we do?

  • Consultation – a two-way dialogue challenging the initial brief and to discover a new, more effective way forward.
  • Brand Positioning – now we had something to go on, we started work on the brand positioning statement. One that would best describe the business’ proposition and guide key messaging, tone and visual content later on.
  • Strapline – from the Brand Positioning we were able to develop a key statement to encapsulate the business succinctly. It was developed to help represent a more recognisable, memorable brand ID.

Before and after

  • Corporate & Brand ID – through intelligent graphic design, the working brief and the brand positioning, we could now work on the key visual elements and brand ID/Logo. Above you can see some comaprison against the competition and the previous ID/Logo. We needed to retain some ‘levity’ and ‘fun’ within the brand, but keep the ‘funkiness’ under control. The marketing should still represent the business’ tone, expert service and value proposition. To conclude and without making light of the hard work in its development, the design remained ‘funky wunky’, but still communicated a serious interior design outfit, with a little extra refinement still in check within its offering.
  • Business Cards – now with some key visuals, we were able to design some business stationary and then provide the business cards to go alongside it.

Brand Positioning Example

  • Business Website – prior to any visuals, or graphic design we needed to make sure the website would engage potential customers effectively and lead them easily and quickly through the services and products on offer. The site scoping enabled us to simplify the structure of the current website and make it easy for users to understand the benefits and services funky wunky doo dahs offer, and guide them to purchase a range of items available online.
  • Site Plan & Wireframes  – were produced to confirm the strategy, overall technical and functional design plus the e-commerce integration. From agreement, we then set about creating the visuals to match the brand positioning, the users requirements and the business objectives. Assisted with the copy and calls to action, managed image resizing & placement. Developing a fully responsive, re-sizable for any screen and mobile device, SSL certified secure website.

 

ecommerce

  • E-commerce Solution – you can also purchase other items from Funky Wunky Doo Dahs to enhance your ‘inspired, designed, interior‘. We were mindful of this throughout the scoping and design process. We had to tie in the user experience and direct visitors efficiently to other parts of the business that might be of interest to them. Something they could purchase easily, without detracting from the interior design service, which is front and foremost.

 

  • Training – on top of everything else, we enabled full access to the website. Sandra is now able to login, blog, change copy and administer small changes to the site. She can upload new products, change certain aspects and yet keep the balanced marketing UX (user experience) structure under control. The website always remains in a client’s full ownership, so we can enable this for those who are confident in its use. We can do everything, upload products, provide photography and write all of the copy, but we are also happy to guide a client and allow them to pitch in. Sometimes this can help with your business’ budget.

Have a Look at the Website!

All in all, this has been a great project to work on. More products and content will be going onto the site as Sandra develops the business further, but feel free to take a look now. https://funkywunkydoodahs.co.uk/

Inspired, Designed, Interiors

If you’re thinking of refreshing your interior design, give Funky Wunky Doodahs a call on 01785 229306 for a consultation.

But if you’re looking to refresh your marketing… call The Marketing People now on 01543 495 752 for a free initial consultation.

5 tips for successful marketing #1-5 Marketing Tips

5-marketing-tips

 marketing tips

5 tips for successful marketing

Marketing Tips 1-5

Please find below, marketing tips 1-5 in our series for successful marketing, plus an expanded description for each in the blog post below.

  1. Think deeply about who you are, what you do, your target audience and your competition, this should set the tone for all creative and marketing outputs from here on in.
  2. Don’t go to market without developing your brand, positioning and ID thoroughly.
  3. What has worked best for you in past could work for you in the future, plan your strategy now, not when you need it.
  4. Be sure you make a plan, stick to it, update it and make a note of what works and what doesn’t.
  5. What do your customers actually ‘want’ from you? Analyse deeply, what do you ‘really’ look like?
marketing tips 1
Marketing Tip 1

Marketing Tips 1

Think deeply about who you are, what you do, your target audience and your competition, this should set the tone for all creative and marketing outputs from here on in.

Who are you, no really, who is your company? Who are the employees, what do you stand for and why? Is it value, is it expertise, style or cool. What are the pillars that underline your company and how do you operate? Why does this matter? Well it matters because you are unique, your business is different to anyone else’s and as such your marketing should shout this from the rooftops, ‘we are different to everyone else!’ Your USP is your ally, use it. You don’t want to look like the competition, another ‘me too!’. You need to establish what your real values are before you can provide any marketing. Who are your customers, who would be your ideal customer? Again, nothing goes out until you are sure of it all and more.

marketing tips 2
Marketing Tip 2

Marketing Tips 2

Don’t go to market without developing your brand, positioning and ID thoroughly.

Like number one, we should take all this fantastic in depth understanding of your business and develop a brand to fully represent it. All this beautiful, unique information about your business is invaluable and you can use it to discover your true position in the market place. Once you understand who you are and what you do, it feeds the development of how you are seen by your customers commercially and visually. It should represent the value you put on your product or service, your tone of voice, it should be effective and appeal to your target audience. Your difference will provide a memory, it will define you.

marketing tips 3
Marketing Tip 3

Marketing Tips 3

What has worked best for you in past could work for you in the future, furthermore, plan your strategy now, not when you need it.

The most important part of this tip is the timing. I’m not just talking about more complex tactical strategies, I am talking about a more basic perspective. Don’t wait for the quiet times, don’t be satisfied with what you have got. Plan for it now, don’t wait for the recession. Maybe you know when the quiet times will come, diversify, consider them early on and don’t keep making the same old mistakes, look back to look forward.

marketing tips 4
Marketing Tip 4

Marketing Tips 4

Be sure you make a plan, stick to it, update it and make a note of what works and what doesn’t.

I know this sounds a little like tip 3 but I believe it requires some more detailed analysis. Its about being consistent but remaining flexible and open to change. When you have developed this well thought out plan, don’t just stop if it doesn’t work, keep going, it may be a question of campaign length for it to work i.e. one newspaper ad may not get you anywhere, a six-month campaign will bring much better results.

Alternatively

You may need to develop the strategy, continue to update the plan, tweak the outputs and your proposition. Everything we do in life usually involves an update and I don’t just mean the apps on your smartphone, although this is a pretty good example. Most software application business’ have a team of people continually improving the functionality of its product. It might mean smoothing the edge of a button or providing a different outcome for a certain logical process, but the development plan is the same as in marketing. Most of all, its goal is to appeal to and delight more and more users based on the target market. Like in marketing its designed to work, but it can always work a little better. Better marketing means better clients.

Continue to update and develop the marketing output to achieve the desired results. Stick to this plan going forward and update it constantly to move one step closer to your goal. Refine your sales, lose the customers you don’t want and keep the kind of clients you value most. Improve your ‘value proposition’ to potential customers and get the ones you want. Your marketing can do this for you, if you stick to, analyse and update your plan.

marketing tips 5
Marketing Tip 5

Marketing Tips 5

What do your customers actually ‘want’ from you. Analyse deeply, what do you ‘really’ look like?

Improve your credibility, your customer, your visibility. A potential customer will judge you harshly and it will only take them a few seconds to do so. Your window of opportunity is short and so this is the reason why I recommend you take your marketing seriously. You hold the answers and you are great at what you do, but are you really a marketing professional? If you are honest with yourself and believe me, you must be brutally honest, you will get results.

If you are serious about your business, you should be able to ask yourself some really challenging questions. For example, is your business card rubbish? Do you look too cheap? Is your website old fashioned, does it look a bit dated? is the logo a slightly different style in several different examples of your marketing? does your business look like it has any credibility?

BE HONEST. Your business is your livelihood, why would you not take it seriously right?

BE HONEST with yourself, don’t ask friends and family, they are more likely to tell you how great you are!

Find a real marketing professional or agency who will challenge you, but don’t be offended. They won’t hold any emotional attachment, they will view you impartially, just like a potential customer or client. Just because Sarah in accounts is great at adding lovely visual filters to her holiday snaps, does not mean she can run your marketing. So many small businesses make this mistake, indeed external agencies can refresh what can usually bog down internal marketing departments.

Your customers can discount your offering in a millisecond and will judge you instantly. They are fickle, they are dazzled, they need reassurance and they will judge a book by its cover. Your marketing isn’t just informational, it should be transformational. Make sure your cover is good and make sure you can live up to it or else you will ultimately fail. So unless you are incredibly fortunate, make your own luck.

Analyse your business in depth either at the beginning or during a business refresh, or what we call in the trade, re-positioning your business. It will help you to understand your brand, positioning and business identity. Ultimately it will define the image you can live up to, keep it consistent in your marketing and honest in your approach. Your customers will look to you for honest answers. The truth is in you, you just need to know where and how to apply it.

Your Call to ‘Marketing Action’

If you want to discuss your business marketing in more detail why not call us here @ The Marketing People on 01543 495752 and ask Richard about our free ‘business focus’ consultation. Alternatively email richard.brooks@themarketingpeople.com

Challenge yourself, challenge your business, create more opportunities to sell.