Storm Dawg Marketing

In my last story I told you about how my parents successfully rebranded their business.  It worked for them…but would it work for you?

To continue my short series on small businesses and rebranding, I wanted to talk about some reasons for rebranding,  and about why rebranding might not always be a good idea. 

There are a few reasons that would have you deciding to change how you are seen by the public.  One reason is that some businesses want to be classified differently so they are seen in different sections of the Yellow Pages or Yellow Pages look-up and search services. 

For Example: Exterminators vs Pest Control vs Pest Management Services.  You would think these are pretty much the same thing, but each title/classification gets searched for differently and with more or less frequency than the other.  By changing your name to the title/classification that gets searched or looked up more often, you are increasing your chances of being noticed.

Another reason to change might be that your business is expanding its products or services.  Offering more is always a good way to get more customers and to keep existing ones.  But unless you are changing your name to reflect those additional products or services, what is the point?

Another reason for a name change might be that your company has been sold.  Here’s a little story about that… 

A friend of mine works at a company that had a well-known brand and a good service to offer.  At the beginning of the year another company took note of their “reputation” and “offerings” and decided to acquire her company and roll their service and products into their suite of offerings. 

Apparently, that created quite a good combination because within 4 months of the initial purchase, that company was sold and she again had to email us her new contact info.  

Her signature line on her email to me last week read: 

Friends Name
at Blank Company (previously Blank Company & Blank Company)

Ha!  Seriously??  Obviously, there is value in the previous company names if you are still using it in your corporate signature line…so why change the name?  Letting acquisitions operate under their own name is not a bad idea if they have a strong brand. 

Don’t get me wrong, I understand why you would change it…but don’t advertise your identity crisis in your email signature on outward communications.  I wonder if any of her customers have moved on because they feel there is a lack of stability in the company?  Would you? 

Have a fantastic New Year!
Check in next week for the next installment in my rebranding series! 

Christina Kudym