Question
Topic: Branding
Developing Transition Plan For Rebranding
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Two years ago we developed our online document management software to work with our existing solutions. The product name is much more compelling and closer defines what we actually do, or what we aim to do for our clients - eliminate paper pushing by digitizing documents and automating business processes with workflow tools.
Now the first thing we weren't sure about was having product name and company name being one in the same. I still think we should add corporation for corporation and maybe "on-demand" for product. So if we were calling ourself ShortStop, then it would be ShortStop Corporation and ShortStop On-Demand for product. What say you?
The other thing I'm wondering about is brand transition. Our chief concern is making sure our clients are not confused and still recognize us along with potential customers. The logos for current company name and what we're changing to could not be any different. Different colors, different font, completely different look. Should would just add a tagline that says, "formerly known as BLOB" or add one of the colors from exisiting logo to new brand (like AT&T and Cingular) or add a portion of the name (like FedEx Kinkos however this worked for them because both names are short - neither of our names are short)
I know some companies take 4 years (FedEx Kinkos) before finally dropping the old brand but they're the big guys, we're not. Is there a certain time guideline to follow to keep reinforcing who we used to be? Also, what other things do I need to do to ease this transition? I've completed a press release and vendor/customer/partner announcement. Website domain change is also in progress as well as updating identity applications (brochures, flyers, etc)
As always, any feedback is greatly appreciated.