Question

Topic: Taglines/Names

Renaming E-cycling And Data Destruction Company

Posted by kayla on 3/6/2012 at 3:00 PM ET 500 Points
My current company, a B2B electronics recycling and hard drive/tape data destruction firm, is very limited by its name. Our growing service line and expertise lies in the data destruction portion of our business, but our current name is completely associated with electronics recycling. Thus, we have been severely limited by the assumptions our business clients make in reference to our electronics recycling name. Sometimes they don't even see us as a data destruction company. We have come up with a new name and a new logo/tagline for our company which will include both service lines. Now we need a strategy and a plan to implement the new brand in place of our existing ones.

I am looking for examples, a checklist, key tactics and strategies that can be employed when re-naming our business. We have a lot of PR, blogs, etc. with our current brand and I am wondering what are typical ways of transferring over these items.

Any articles, publication recommendations, or help based on prior experience would be very much appreciated!
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RESPONSES

  • Posted by helen on 3/6/2012 at 4:42 PM Accepted
    There are so many ways you can do this... What you DON'T want to do is just suddenly change things - most people are resistant to change and a gradual changeover is almost always better - unless you have a huge marketing budget and can afford to do a huge splash campaign.

    Failing that, my advice is to do a series of "announcements" using "Did you know" type messaging (people are curious to see if they actually DID know!) - so, for example, do a series starting with
    "Did you know? XYZ also does data destruction". "Did you know? XYZ is undergoing a re-brand". "Did you know? XYZ is now going to be called ABC". "Did you know? ABC is the same company, run by the same people you loved when they were called XYZ". "Did you know? ABC does this and this and this".

    Spread these messages over a period of time - perhaps weekly or bi-weekly and ensure that the messaging appears on EVERYTHING, from your marketing documentation to your invoices to your email signatures, your websites, your social media pages - everything!

    Checklist - this really is something that depends on your company. You need to make a list of all collateral that carries your brand - and then systematically work through the list. If budget is limited, design a sticker that has a BRIEF explanation of the rebrand to apply to printed media. Run your campaign informing your customers of the change and only rebrand your building and signage once you have rebranded everything else.

    Oh, the website.... I assume you've already booked your new domain. You should have the branding messaging on your old website and a landing page on the new website which carries both the old and the new brand - perhaps with an equal (=) sign between the two brands - then gradually phase out the old brand on the old website until the old website has the new brand - KEEP THE OLD WEBSITE for at least a year, removing as little of the old content as possible (for search engine purposes while you build the new site up in the search engines) and simply direct visitors to the new site - initially with a splash screen explaining the rebrand and that they will be directed to the new site by clicking on a button - something that requires an action from them - more engaging. Eventually you can simply put an automatic redirect on the website.

    Hope this helps somewhat!

  • Posted by Jay Hamilton-Roth on 3/8/2012 at 3:25 PM Accepted
    Some resources:
    https://www.marketingsherpa.com/article.php?ident=24156#
    https://www.microsoft.com/business/en-us/resources/marketing/advertising-br...
    https://brandandmarket.com/changing-your-company-name-a-checklist/
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