You may notice that today’s newsletter has a new look. We have rebranded The Woman’s Advantage® to capitalize on our new group program and wanted to share with you the things we focused on in our rebranding.
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Determine Your Reason, Goals and Budget for Rebranding. In our case, both the reason and the goal was to move the focus of our business from speaking and consulting, to our group program We decided if we were going to do this, we had to do this well. Our brand had to be professional—because we sell B2B—yet personal—because we market exclusively to women.
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Create Your New Brand Identity. Working with The Plaid Penguin, we went through several iterations to create what we believe is a perfect logo. See our logo above: our company name coupled with an icon of women growing while supporting each other. Then—based on current group members’ comments about how the structure of our group was driving their success—we developed the tagline: “Structure Your Success.”
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Create New Marketing Vehicles. Although this newsletter revamp is one of our new vehicles, the largest effort went to our new website. We also created a new print ad, business cards and other collateral. And we carried the rebrand across social media; check out how we applied this to our Facebook page.
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Change Your Product Packaging. We revised our packaged products—items including books and our highly-regarded Woman’s Advantage® Shared Wisdom Calendar —using our new identify on the product covers as well as referring to it in the content.
- Launch Your New Brand. This newsletter kicks off our new brand roll-out. Within the next week—using our new image—we’ll notify the women selected for our 2014 calendar and communicate with women interested in learning more about our group. Of course, we’ll also monitor your reaction. Let us know what you think!
Right you are, Suzanne! Of course we did go through all of the discussion you mentioned, but since readers continually tell me how much they love the 5-Step format of our newsletter, I collapsed some of the preliminary activities to conform to that format.
Hello Mary, I just had to comment briefly about your re-branding article. As a brand expert, author, speaker/trainer, I exist to educate my audiences about what a brand is and what it isn’t. I am respectfully writing to clarify what I believe you were trying to say with your article, but didn’t quite get to the real depth of what it takes to re-brand. I want to first clarify that your logo is not your brand. Your logo is an icon that represents what the brand stands for. It is unfortunate how so many businesses think that branding means a new logo design and maybe a new website. When, rather, taking on a branding initiative starts first deep within the organization, at it’s core DNA. It requires fleshing out key new attributes, values, style, differentiators and standards of performance that are then embedded in how the organization behaves, sets up processes, nurtures its customers, engages its employees. Then and only then, should the organization begin thinking about the visual side of expressing the changes it’s made on the internal level to re-brand.
For more about this particular topic, I respectfully leave a link to a blog article entitled: “The Fallacy of re-Branding” for more information. :) http://brandascension.com/the-fallacy-of-re-branding/