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they still had the punch card there in their logo but it was sending the complete opposite message – old fashioned, out of date, dinosaur – when the company had aggressively evolved and was actually continuing to lead their industry in technology.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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SFA is not your typical marketing agency and we're okay with that. We are writers, painters, foodies and geeks. We look at ideas from different angles, but it's our collective smarts that matter. How we get there is structured. We employ processes, schedules, budgets and metrics because we believe in accountability. We’ve made it in the marketing biz for over 25 years by adapting and evolving to stay current. Yet, our clients' needs haven't changed much. We do what we do so you can build and grow your business. Learn more about us! link in bio. #WeAreSFA SFA Team: Tim, Miguel and Kajone, our all-star digital team! . . . #marketing #capabilities #analytics #googleanalytics #marketinganalytics #marketingdigital #marketingagency #marketingsocial #marketingtools #digitalmarketing #digitalstrategy #marketingstrategy #seoproblems #socialmedia #marketingadvice #b2b #medical
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“Think about what a user is going to type.” — Matt Cutts Just remember, you need to be two steps ahead of your customers that you can almost predict what they need before they even realize they need it. Get to know your target audience so well that you will provide them with solutions before the problem even arise. Need help creating solutions for specific target customers? Contact our experts. Link in bio. #SEO #targetaudience #wednesdaywisdom . . . #marketing #capabilities #branding #googleanalytics #google #marketingdigital #agencylife #marketingonline #audience #marketingsocial #brand #b2b #digitalmarketing #webdesign #digitalstrategy #brandawareness #seoproblems #socialmedia #marketingsolutions #seosolutions
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Providing Exceptional Value to Private Equity Firms Hudson Ferry Capital is one of several private equity partnerships we have developed over time. We helped create a new website for them to convey their market position, and show they are a trusted resource that consistently demonstrates clear ROI when it comes to marketing their portfolio. Are you a PE firm looking for a marketing partner? Find out more about us, link in bio. CLIENTS: Hudson Ferry Capital (http://www.hudsonferry.com/) . . . #rebrand #rebranding #rebranded #webdesign #websitedesign #marketingdesign #marketing #marketingagency #marketingdigital #marketingonline #privateequity #PEfirm #digitalstrategy #marketingstrategy #marketingsolutions #branding #privateequityfirm #interactive #interactivedesign #graphicdesign #design #capabilities
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