To Re-Brand or Re-Calibrate Your Brand – That is the Question

There will come a time – if it hasn’t come already – that you will need to take a good, hard look at your company’s brand and decide whether you need an extreme makeover or maybe just a tweak or two.

Most marketers – especially in B2B – think of rebranding like they view flossing – they know they should be doing it but they just never get around to it. So they keep slogging along with a brand that doesn’t fully represent them anymore and which doesn’t position them properly versus the competition. If this is YOU then you may be sending a message that you don’t want to send and, as a result, generating a headwind for all your sales and marketing efforts.

My favorite example of this was a company that incorporated a computer punch card, like they used to use in mainframe computers in the 60’s, into their original logo when being computerized was a big deal and that was a differentiator. Thirty years later they still had the punch card there in their logo but it was sending the complete opposite message – old fashioned, out of date, dinosaur – when the company had aggressively evolved and was actually continuing to lead their industry in technology. There was clearly a disconnect between their brand and who they really were. Talk about a headwind for sales and marketing!

That’s kind of an extreme example. For most companies all that is required is a recalibration of the brand that takes into account their current position in the market versus the competition, in relation to their customers, and positions them to compete for the best employees and, if you are a public company, in the financial markets. You may need a more dramatic rebranding if you’ve been part of a merger/acquisition, or you need to position yourself for new markets, or perhaps you are marketing internationally and you need to take that into account.

Whatever your situation, your marcom agency can help you diagnose what you need – Re-Brand or Re-Calibrate – and can position you to compete with a brand that perfectly represents the company you have become and which will propel your sales and marketing efforts.

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We've rolled out yet another website! APS Technology, Inc., a leader in drilling solutions, now has a website that better reflects their brand and provides an informative and memorable experience for their users.The new site was developed to showcase APS’s advanced product lines and service offerings, giving customers faster access to the information they need. Check it out at APS-tech.com. Way to go team! The website looks great! #responsivedesign . . . #web #webdevelopment #webdesign #marketing #capabilities #analytics #googleanalytics #marketinganalytics #marketingdigital #marketingagency #marketingonline #marketingtools #marketingteam #marketinglife#b2b #digitalmarketing #webdesign #digitalstrategy #marketingstrategy #seoproblems #socialmedia #seo #marketingsolutions #marketingnetwork #marketingideas #responsivewebsites #digital
We've rolled out yet another website! APS Technology, Inc., a leader in drilling solutions, now has a website that better reflects their brand and provides an informative and memorable experience for their users.The new site was developed to showcase APS’s advanced product lines and service offerings, giving customers faster access to the information they need. Check it out at APS-tech.com. Way to go team! The website looks great! #responsivedesign . . . #web #webdevelopment #webdesign #marketing #capabilities #analytics #googleanalytics #marketinganalytics #marketingdigital #marketingagency #marketingonline #marketingtools #marketingteam #marketinglife#b2b #digitalmarketing #webdesign #digitalstrategy #marketingstrategy #seoproblems #socialmedia #seo #marketingsolutions #marketingnetwork #marketingideas #responsivewebsites #digital
We've rolled out yet another website! APS Technology, Inc., a leader in drilling solutions, now has a website that better reflects their brand and provides an informative and memorable experience for their users.The new site was developed to showcase APS’s advanced product lines and service offerings, giving customers faster access to the information they need. Check it out at APS-tech.com. Way to go team! The website looks great! #responsivedesign . . . #web #webdevelopment #webdesign #marketing #capabilities #analytics #googleanalytics #marketinganalytics #marketingdigital #marketingagency #marketingonline #marketingtools #marketingteam #marketinglife#b2b #digitalmarketing #webdesign #digitalstrategy #marketingstrategy #seoproblems #socialmedia #seo #marketingsolutions #marketingnetwork #marketingideas #responsivewebsites #digital
Did you know more than half of people worldwide use their mobile device over their desktop? 53% using mobile compared to just over 43% who gravitate toward their desktop. All the more reason, every business website needs to be optimized for mobile across all devices. The number one benefit of a responsive layout is the guarantee that any user on any device will have the best experience possible on your website. And, the most consistent. Website responsiveness is also a great way to refine the content on your site, making sure that those using a mobile device are only seeing the most essential information. With the Google algorithm update, a responsive web design increases visibility on search engines—because it is mobile-friendly. A site with an effective mobile experience will show up in search results above one without. #tuesdaythoughts Mobile devices 📱are here to stay, and their impact on business is significant. If your website is lacking in its mobile experience, contact our experts. 👉🏻Link in bio #responsivedesign . . . #web #webdevelopment #webdesign #marketing #capabilities #analytics #googleanalytics #marketinganalytics #marketingdigital #marketingagency #marketingonline #marketingtools #marketingteam #marketinglife #b2b #digitalmarketing #webdesign #digitalstrategy #marketingstrategy #seoproblems #socialmedia #seo #marketingsolutions #marketingnetwork #marketingideas #responsivewebsites #digital
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Repositioning Our Client Post-Merger: When Aloka was acquired by Hitachi and a new company was formed. SFA was tasked with redefining the new organization's brand and communicating the enhanced value that the merger provided to its multiple constituencies. Through extensive research and interviews with physicians, hospital administrators, customers and sales people, SFA developed the "Ultrasound Solutions Clearly Defined" platform that served as Hitachi Aloka's central value proposition, clearly defining the value of the brand at every touch point within the hospital supply chain. This messaging then became the foundation for an integrated marketing campaign focused on educating prospective customers on the many advantages the brand and its superior product had to offer. Want to know more? Click our link in bioto read full case study. CLIENT: Hitachi Healthcare Americas . . . #branding #brandingtips #brandingandmarketing #brandingidentity #marketing #marketingresearch #webdesign #websitedesign #capabilities #marketinganalytics #marketingdigital #marketingagency #marketingonline #marketingplan #marketingtools #marketingteam #marketinglife #b2b #digitalmarketing #digitalstrategy #marketingstrategy #marketingsolutions #marketinghelp #research #analysis #interactive
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