Busting Some Marketing for Startups MythsAugust 10, 2018
How OUR re-branding can help YOURS
“Brands and customers alike do evolve”
And we’re no different…
While working with our awesome clients and seeing them grow and evolve, we’ve experienced a bit of an in-house growth spurt ourselves and realized it was time to adjust our brand to our new size.
It caught us by surprise.
We didn’t plan to re-brand as we didn’t really think we needed it – business was going well, we had an organic ongoing growth and, to be honest, we just launched our new website 6 months ago; why would we ever want to do that all over again???
Re-branding is not to be taken lightly and is never an easy move; it can cause great harm and there’s a lot of room for mistakes in terms of execution and timing, but businesses (even the small ones and especially startups) should always revisit their brand strategy, identity and offering and ask themselves if it’s aligned with the stage they’re currently at:
- Does it reflect your current capabilities?
- Does it reflect your size (current or the size you’re aiming for)?
- Does it (successfully) target the right audience / market?
- Does it imply anything about your offering?
- Does it position you as you’d like to be perceived?
At that point in time, ours obviously didn’t.
We loved it and it served us well for a long time, but it was:
- Built for a one-woman show, which we haven’t been for over 2 years now
- Was dated – design trends are changing fast nowadays
- Not reflecting our true offering, which became clearer and matured with time
- Counting on Yifat always walking around with the same haircut and same pair of glasses
- Gave the impression of a blogger mum more than it did of an entrepreneurial marketing team
Our old logo – blogger mum to the rescue.
So, we listened to the market.
We listened to our clients, prospective clients, suppliers, colleagues, friends and even color-blind partners (!)
You can’t re-brand with yourself in the office; you need to have the market insights if you want it to make an impact and not just look different.
We let go…
of a brand that was well-known within the relevant eco-system, let go of the design guidelines which we loved and, more importantly, let go of our egos.
If you don’t think you’re willing to let go and you’re going to be very strict with trying to resemble the old design, then don’t do it. In order to create something new, you’ll need to allow some creative space and be open-minded to new ideas.
We treated ourselves as our own client
Instead of delaying it for “when we’ll have time” or shoving it between other projects while rushing it to completion, we strategized, we set goals, we sketched, we argued, and we filled almost 3 bins with mashed paper balls of drafts and ideas. We had a deadline, and we were not soft on it just because “it’s not for a client”. I think the point is clear here; we all do that, but if you are about to re-brand yourself, please make the time and dedicate the right resources for it.
We chose the right timing.
And yes, there is a bad timing for re-branding. It really varies between one company to another but, as a rule of thumb: if you’re about to make a big announcement / take part in a big convention / PR / etc., try and aim to be re-branded beforehand so that it’ll be under your new brand.
It wasn’t fun.
And that’s coming from a brand manager who’s a brand advocate and loves branding more than anything. We did enjoy extracting the insights and brainstorming, designing and re-inventing ourselves (in a way), but 2 items along the way made it really challenging:
- Finding a name – a good one that sits with our new strategy and is agreed upon by all (not taken and with an available domain…)!
- Agreeing on the logo and design – it’s really hard when it’s your business. Nothing seems good enough.
When you decide to go for it, you suddenly get the feeling that everyone has already done this before and you’re left with the leftover names and dodgy domains. Don’t give up! Creative solutions are always available; you might even find that they’re better than the straightforward ones.
But eventually, it was worth it!
It already sparks a lot of new conversations and gets a lot of attention from both clients and acquaintances asking us, so who’s the flint and who’s the spark? Well, in fact, this name is not so much about who we are but more about what we’re doing.
We spark up your marketing flames
We’re not an agency. We’re a team of entrepreneurial marketers striving to provide startups with the marketing assistance they really need according to the stage they’re currently at, the resources they have and the goals they need to conquer tomorrow (and beyond).
But as nice as it is to get good feedback from the ones closest to us, we value the market’s feedback more than anything… so, what do you think?