Is It You, Rebranded?

The “new economy” has had many far-reaching effects.  One of the top conversations as part of the “fallout”, if you will, is the creation of a a new personal brand or, perhaps, reinvention

of a company that is going through some changes to adapt to the new norm.  A big topic

of conversation has been: “What happens when your prior brand has been so successful, (i.e., everyone KNOWS it, not necessarily financially successful) that you almost feel as if you’re competing against yourself.”

Here’s some insights from my own personal experience that may be helpful.

The 7 takeaways to leverage the journey and promote a revised brand:

#1.   Never assume you can just “slide by” from one brand to another, even though it’s roughly in the same business realm.  You must segway and separate in a totally professional manner. 

#2 Advise your professional contacts that you no longer represent the former brand. I’ve found the best way is to do it “in person” as much as possible, but a personal email note, particularly to very important connections, will do. The rumor mill works far slower when you want it to!  Have your 15 second soundbite ready when people ask “why” and practice it until it becomes like a chant.

#3   Repurpose the “old brand’s” core strengths to reposition the “new brand”.  

For example, if the old brand was known for great customer service, make sure the new brand reminds customers of that (better yet, action speaks louder than words, DO IT!)  Your reputation transfers from one brand to another. The product not so much so.

#4   Integrate those core strengths into a new mission and morph into YOUR new brand’s

unique selling proposition. What is the new brand’s “WHY”?  And if you feel like a broken

record when you are asked the NEXT question, “what are you doing now?/what does your new business do?”, remember, your customers are bombasted by gazillions of marketing messages every day.  Limit the opportunity of inconsistent messages.  Your audience should be “reminded of/reacquainted with” your brand every time they are exposed to a part of it.  

#5 Engage a strategic advisory board that can provide an objective perspective and pave the way for a shorter “between brand revenue” gap.  Lots of good stuff here!  Pick people from your potential target audiences as well as those from a totally different “brain”. It will really help see the opportunities from a 360 degree perspective. Be open to identifying your brand’s strategic alliances, partnerships and new referral sources.  This is HUGE! Your advisory board can help identify some of those people and categories.  (I call this the “low hanging fruit”.)

#6   Many people argue that the “tactics” of your marketing may or may not be your brand.  Just in case, I’m going to assume that they do- your brand’s web site, business cards,

social media postings, elevator pitch, etc., etc., all need to look, feel alike to your potential customers and represent the brand that you are creating.  Make sure tactics reinforce strategy.

#7   Remember, it’s important to step back, re-evaluate and reposition as you roll the new

brand out.  As a cautionary word, don’t take one person’s opinion and allow it to be the definitive word.  You are under no obligation to take their advice, but keep an open mind.

However, if adjustments are necessary to the new brand, do it and move on!

Karen Krymski is an impassioned advocate for women in business and has over 25 years of experience in building businesses through “out of the box” marketing, business development and strategic alliance synergy in corporate and entrepreneurial endeavors.  You can reach her at karen@womenpowerup.com   Her own rebranding is currently underway.

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