Know-How Exchange : Branding

I also believe your brand is solid so if you do any name changing it should be minor because you already have great brand equity. I do think your logo, sign and website could use a redesign to update your brand and make it look current. If you go through a brand update this should include analysis of how you market yourself down all B2B and Consumer channels.
I've been marketing in the building industry for 16 years and my company has been doing it for 30 years...we're also in the South End if you'd like to meet to discuss your options.

Remember that rebranding doesn't mean you just signed up for a Super Bowl spot. If you're going through a 'rennaissance', chances are you're primed for a rebranding.

Work with your current "desired" customer base -- those who fit the description of who you're looking to be selling to -- and augment this with potential customers who fit your future profile to develop the brand attributes that make the most sense to your heritage and your future.

This can be a series of in-depth one-on-one interviews or a few focus groups (remember that these are to generate ideas -- focus groups never answer questions), but always building upon insights already gained. Then spend some money on a very good, local design agency (always good to find some guys who used to work for top tier creative agencies and now work for themselves -- they're in every market) to give you a look and feel. Involve them in the discussion early on.

Good luck!

I like it. And will take you up on your offer to meet at Pikes next week. I'll send you an email.

I agree with Randall, in fact ALL businesses benefit from branding, and REBRANDING if the market conditions allow it.

Something to think about:
Many people, even people in marketing and even branding see the topic all wrong. Branding isn't just about a name, logo or tagline .. in fact these should be some of the last things to be looked at.

Branding is all about understanding your market, your competitors, your internal capabilities, and how the market views you, then ensuring that your strength (promise) in the market is communicated (branded) successfully via your logo or ident, the language and tone that your business usesm, even the colours. These elements are your companies 'peronality' these decide whether or not a prospect is likely to consider a purchase from you and whether a customer is likely to forgive and small problems that they could experience through doing business with you.


OK, I'll get off my soapbox now :-)

Good Luck

hi- A pun on "Floor" is good... "Floored by Creativity" being one of them.

But rebranding can be done in many ways- anytime management involvement in rebranding is expressed is a good time for us to take it as a challenge.
Few things to do before you embark on it ( the great advice on this site notwithstanding)
1. Do few Focus Group Discussions with your customers & employees- you will get the positives and deltas.
Verbatims about Creative & Floors and Zs can be used to brainstorm.
2. Run an internal rebranding campaign- from logo design to name to colors. Am always amazed at creativity of our own people provided they have the right incentive.
3. Run an external satisfaction open ended questionnaire for the next 1 month and get customer views through "complete the sentence", "another word for" etc etc.

You will get enough ammunition from them.