To Rebrand or Not to Rebrand?
“Zoot, I whole-heartedly agree,” Org said. “Let’s get started on this rebranding effort today. Marka, I’m guessing you can take it from here?”
“Actually,” Marka said, “I have a good friend who’s going to help us out.”
Next week: The FEI tribe enlists branding guru Brandy to spearhead their rebranding effort.
Today’s FIRE! Point
Rebranding means reintroducing your brand to the marketplace, and isn’t a task you should undertake lightly. Three reasons why your business should be rebranded: if your current brand is hurting your ability to get new business, if you’re expanding into new lines of business or markets and your old brand is no longer appropriate, and if your old brand is perceived as stale or outdated.
FIRE! In Action: Coyne Graphic Finishing Rebrands and Prospers
This Ohio-based finishing company was once called Coyne Printing. This name and brand identity was problematic, since it caused many potential printing customers to perceive them as a competitor, not a partner. Ten years ago, the business changed its name to Coyne Graphic Finishing to more accurately reflect its capabilities and solutions. Since then, Coyne has prospered.