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For several years, our company had talked incessantly about updating our name and logo. Although we had developed a lot of good will with our “brand,” it was beginning to reflect something that we used to be and not who we are today. People that weren’t with us at the beginning wanted a change that would help their sales and marketing efforts. It was one of those things that I was going to “get around to,” so weeks slipped to months, and months to years.
A couple things caused the need for change to register brighter on our radar screen. First, we relocated, and that energized us. Then we joined forces with another company, and they also had good will associated with their name, which was even older than ours. What were we going to call ourselves? Both names had value to our respective client bases. We began answering phones by reciting the acronym for both companies. It worked temporarily until we could decide on a new name.
The easy way to resolve our dilemma was to pick an appropriate name and ask our graphics department to design a new logo. Many people came forward with ideas. Most were forgettable, but some were good. Still, we wanted a name and logo that really reflected our unique business. We contacted a true branding expert. It turned out to be a good decision.
Re-branding is a complicated endeavor. It entails research, interviews and discussion before selecting a name, logo and color palettes. Our branding expert surveyed the market, interviewed our competitors, our customers and our prospects. He conducted extensive interviews with 15 volunteers from our company. The research was compiled and analyzed for “positioning themes.” These themes could be used to differentiate us in the marketplace. They were the foundation for a new name, which was the next step and the hardest for us. We settled on RBO Printlogistix because it indicates what we do, and we could all get behind it. We also selected a great tag line that was absolutely true and rolled off our tongues. Then we chose a logo and color palettes based on the new positioning.
"Re-branding is like building a new house. We laid the foundation with research and analysis, built the frame with positioning themes, then installed the roof and the exterior with our new name and tag line."
Re-branding is like building a new house. We laid the foundation with research and analysis, built the frame with positioning themes, then installed the roof and the exterior with our new name and tag line. We all participated in the building process, so it reflected some of everyone. It also brought our companies together. When two people get married, neither usually wants to live in the other’s house. But you agree to live in the more convenient of the two until you can find a new house together. That’s what we did with our brand.
An even more in-depth endeavor has been taking place for the past year as we attempt to re-brand DMIA. The current name and brand has considerable good will associated with it, but the name no longer reflects what our membership is like. We are a diverse group that has evolved and changed since we became DMIA. We need a name that communicates what we do and the value we bring. The process is almost over, and I am anxious to move into our association’s new “house.” It’s one that many of the current membership have had a hand in building and I know it will energize our association.