Get a good read on us.

Latest posts

Marketing and communications staff and executives often find a corporate rebranding initiative daunting. That holds true for both those who have experienced the complexities of rebrand implementation before, and those who contribute to a strategic rebranding for the first time. And it’s no wonder: These initiatives require a unique blend of strategic, analytical, and tactical skills. They cost a lot of money. They’re very high profile. Succeed, and everyone will know. Fail, and the same will hold true.

Following a large uptick in technology mergers, acquisitions, and rebrands over the past few years such as the split of HP, Dell/EMC, Western Digital/Hitachi and others, I found myself contemplating the complexities of these conversions. At first glance, rebranding implementation at tech companies might seem like a breeze as most assets seem to be digital.  Marketers focus on rebranding websites, social media, sales, marketing materials and IT assets and systems to reflect the new brand. At first take, these kinds of tasks seem to lie squarely in the wheelhouse of many tech companies.

If your energy firm is like most, it’s structured as a B2B enterprise. Management emphasizes sales and building relationships with a core set of customers. Brand often takes a back seat. So, when the business needs to rebrand because of a transaction or new business strategy, brand marketers can find it difficult to convey the strategic and financial value of brand and the need to properly fund brand conversion. Those marketers who can put rebranding implementation into financial terms, addressing cost management and ROI, have a head start. They can turn brand change into an opportunity to move forward with strategic brand priorities.

Your transition team may be breathing a collective sigh of relief: With the brand strategy and new design approved and in hand, you’ve turned your attention to rebranding high-profile items such as signage and the website. Not that the project is close to complete, of course. Marketing still needs to rebrand digital collateral, but that shouldn’t be hard. Once a full inventory is in hand, it’s just a matter of swapping out logos, right? NewCo (the merged entity) is almost ready for business!

Seven years ago, a hospital system with dozens of hospitals and hundreds of facilities embarked on a rebranding. Leadership had approached the initiative after what they believed was careful planning through their agency partner. So, they felt confident their healthcare rebranding would unify their hospital system and improve their market position.