rebrand now rspa
DESCRIPTION
Rebrand Now RSPATRANSCRIPT
Rebrand Now Before It’s Too Late
Presented by: Alan Hayman
Introduction
• Take careful notes
• There will be a lot of detail and text
• We will read every bullet
• I have done this before so just assume I know
what I am talking about
• This is an exact science
• All rebranding is exactly the same process
RebrandNow Before It’s Too Late
what is rebranding 1) a new marketing strategy
2) a new design, plan, message or combination created for an established brand
3) a new identity to change the mindset of prospects, customers, staff and competitors
4) a radical change designed to reposition a brand
5) a strategy that distances a company from negative connotations of the its previous brand
6) a different state of mind, perception, and association
whyrebrand
Old Image Time Warp
Historical Roots
Product Oriented
Tradition
Comfort Level
Market Changes New Audience
Younger
More Sophisticated
Technology Savvy
New Demographic
Competition
Disruption
New Solutions
Different Models
More Choices
Internet Presence
Reinvigorate Current Stakeholders
Yourself
New & Existing Staff
Your Vendors
Customer Base
realstory
Initial Change Big Shake Up
No Figure Head
Cash Register Focus
Bold Logo
Simple Design
Major Internal Change
Market Changes Connected Solutions
System Business
ECRs and POS
Compete with NCR
Attract More
Sophisticated
Customer
New Markets
Beyond POS
New Solutions
Increased Services
Less Reliance on HW
Networks, Services,
Software
Movin’ on Up Create Value
New Start and Facility
New Purpose
Craft New Image
Best in Class
Total Solutions
Company
unrealresults
Initial Change Big Shake Up
Stanley Was Pissed
Brought on New
Brands
Internal Image
Changed
Customer Liked
Choices
Market Changes Connected Solutions
Company Got
Smarter
Heavy Emphasis on
Training
Customers Wanted
More From Us
New Markets
Beyond POS
Changed Focus to
Include Offices and
HQ Solutions
Aligned with Microsoft
Services and Support
Model
Recurring Revenue
Movin’ on Up Create Value
Created 1st Class
Internal Systems &
Processes
Built and Implemented
Comprehensive
Support Programs
Launched E-
Commerce
how do you start • Decide what’s wrong with your current brand or company
• Figure out what you want your perception to be next
• Step back, look at your market, customers, and competitors
• Don’t be afraid of change
• Be petrified of staying the same
• Work with experts to create a plan
• Recognize internal changes are as important as external
• Just do it!
what needs to change
You The Brand is You
Set The Example
Get Organized
Change Your Bad
Habits
Lead by Example
Change Your
Personal Brand
Your Staff Team Image
Image is Critical
Professionalism is
Key
External
Communication Skills
Process Builds
Customer Confidence
Your Branding
Everything Visual
Logo and Tag Line
Fonts and Colors
Web & Social Media
All Signs, Labels,
Forms
Proposals, Demo,
PPT, Contracts
Your Pitch Value Proposition
New Elevator Speech
Totally Revamp Your
Message
Reset Your Marketing
Make a Huge Initial
Splash
who needs to change
• Size does not matter
• Smaller companies might have to do it more often
• Rebranding needs to occur every 5-10 years
• It can be expensive but doesn’t have to be
• Your company can’t afford not to do it
• Most of us wait too long to start
smallmaketbigbrand
Your Company Typical Scenario
Established Company
Small to Mid Market
Long tradition
Started with cash
registers or business
machines
New Haven Smaller Market
128,000 pop
840,000 metro area
6th Largest in NE
Significant restaurant
base with some retail
New Haven Cash
Long History
Family business
started in 1949
Founding member of
ICRDA/RSPA
Early Sweda dealer
Comtrex and others
Rebranding 2013 Launch
Complete new image
Comprehensive
Overhaul
Still building on
existing base
Focus on POS
realexpectations
Competitive Advantage
Keep pace and pull
ahead
Adjust to market
dynamics
Regain mindshare
Reflect change
Corporate Image
Enhance pubic face
Publicize evolution
Shed older image
Fresh look to better
relate to our
customers
Growth & Profitability
Re-focus brand with
innovative solutions
Provide the right
services and model
Retain customers
Create new
relationships
Revitalize
Reset our company
culture
Build and enhance
skillset of our team
Attract new talent and
customers
Build, instill, and
create new confidence
notsure
• Don’t believe me
• Take a survey of your existing customers
• Ask them what they think of your company, brand, message
• Query them about new technology & competitors
• Get help with the questions
• Use an outside service
• Be prepared to change based on the results
stillnotsure
• Google “POS, Anywhere, USA”
• See if your company even shows up in the search results
• Ask a stranger which company would they likely “click on”
• Look at all the top search results
• Ask yourself whether your web site really stacks up
• Mine did not
• Do something about it
nextsteps
• clarify what your brand stands for today
• assess and audit your existing brand and marketing
• ask your stakeholders
• check out your competition
• develop your plan with a marketing specialist
• take an inventory of your current marketing collateral
• prioritize and budget
• create a timeline
• start today
“Never use a Poweroint template that looks like this!” -Alan Hayman
Goodluck!