When rebranding, its always good to go back to the reason why you set up in business in the first place. Remind yourself of the situation and re-live it.
Why did you set up in the first place?
Write the story of how your business came to be.
Why did you set up in the first place?
List the reasons, the situation, thoughts and feelings you had back then.
Write it down and get it all out onto paper or a word document if you prefer.
This will also drive you to keep going when you lose focus.
Koogar was formed on 6th November 2006. I was being approached by many Business Owners asking if I could “build a websites for them” and I’ve been asked to build all sorts of websites!
At this time, websites for business were a new marketing element businesses wanted to add so they could now be found online. The problem was, they were VERY expensive, and the quality of website being built was poor.
WordPress or “build your own websites” didn’t exist then. Websites were made using Notepad (or Text Editor) where you needed to know how to code.
Because I noticed the quality of website that was being made, I looked into them further to find most were not portraying the businesses well at all. These Business Owners were not getting the presence they really deserved and knew I could do a better job.
Checks and Research
Logos seems to be made in Word and visuals were either taken from the internet or taken by the owners but the sizes were wrong. Out of proportion, slow loads times and not good enough quality.
No effort went into the content.
These sites were full or jargon and no personality!
No calls to action, customer journey or experience created for the user. At one point, usability is the main part of my job, so needed to ensure the user of the website can easily understand the wording, buttons and navigation amongst other things.
Some of the sites I looked at were shocking (some are still this way today) but I knew I could make the code leaner and more up to date.
Love and Passion
I was in my 8th year of working in the Internet/Web industry in 2006 and I was getting a little bored. The software house I worked for wanted me to become a programmer, but I knew that wasn’t my path.
I loved art and design; qualified from college as a Graphic Designer, enjoyed client meetings and putting what they wanted into the websites after asking the right questions.
So, I thought to myself… “can I make websites for businesses?”, bearing in mind, that year I was building multiple websites for companies like HSBC, head of usability and in client meetings every week.
So, the answer was, “yes, of course I can!”
Koogar was born.
1st Koogar Client
My first client (as Koogar) that year was a Hotel based in North Wales. Ged had worked with me for a very long time (13 years), like most of our clients have. He retired in 2019, selling the hotel on to a chain who took over the marketing and digital elements.
I had taken what I had learnt during my career as an Internet Developer and mixed it with what I had learnt from my parents; customer service, experience and people.
My Dad was Head Maître D in the best hotel on the island of Bermuda and my Mum was an entrepreneur and ran many businesses.
Over the years, I’d learnt the digital way of creating customer journey’s, understanding the user as well as the traditional version of customer service by understanding people and being in front of them.
Marketing is about psychology NOT technology.
Technology will change but people are people.
Marketing is about communicating well so no matter where your message is, the RIGHT people will notice you and take action. Leading them to the sale…
Without marketing (awareness or attention) you don’t get the sale!
Koogar was born because of lack of standards and quality; not only for the websites but how they looked and sounded to the people using them.
The whole experience!
I wanted to deliver the best service as a web designer but also get the attention the Business Owners wanted and giving them the presence they all deserved.
Your 2nd Step
If you are looking to rebrand, take a step back in time.
Go back to the day you had the idea of running your own business. Remember WHY you set up in the first place. What was wrong with the industry that made to start your business?
This exercise will put fire back in you belly. Making the evolution of your brand even better than it has been!
- Check out your 1st Step in Rebranding
As the leaves fall to the ground in preparation of the winter, the earth tilts. It’s time for change… A rebrand for Koogar.
I have decided to share the journey so you can follow the process. #koogarrebrand
“Change is inevitable, but transformation is by conscious choice”
What does Rebranding mean?
Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. Taken from Wikipedia
It is not just about evolving a logo, colours and visuals.
It’s about ethos, purpose, mission, principles and message.
All of which have changed for Koogar for many reasons.
Some business, most personal.
The process of Rebranding
Over the coming weeks I’m going to share with you why Koogar is rebranding and what it means to us.
We’ll go through the process including our thoughts, feelings, questions we are asking and answering.
I’m not going to lie, this process is so much easier when we do it for our clients than it is for ourselves.
We want to get it right so it allows us to speak our truth and be seen by our perfect clients.
So it’s back to the drawing board.
Why is Koogar rebranding?
The first step to rebranding is asking yourself why?
Why now? What’s changed?
Here is my answer…
Koogar will be entering our 13th Year on 6th November and things have changed.
Over the last 4 years, I have personally gone through the 3 D’s; Divorce, Dementia and Deaths.
As you maybe aware, my Dad passed away in 2018 which has been a tough road and one that pushed me over the edge and showed me that life is too short. I understand what this means now.
Read – He is Gone – 9 Life Lessons from my Dad
Too short to do things you don’t want to do; with people you don’t want to do it with, sparking my trip to Thailand in search of finding myself.
Read – Stop holding yourself back (Thailand)
Isn’t “Finding yourself” cliché?
Yes and no.
In my situation, I had lost my identity over many years. I stopped doing things that brought me joy, made me happy and gave me purpose. When my Dad passed, it was the final straw.
Fast forward to coming home from Thailand, my whole outlook had changed. Not only about myself but to life and the world in general.
I started understanding what was important to me. This time, I wasn’t going to compromise.
It was like I was reborn, looking through my eyes as a different person but in the same body.
Integration is a huge part of finding yourself. It’s about fitting it in what you’ve just learnt about yourself, with the world you currently live in and removing what no longer serves you.
It doesn’t come easy, in fact, its ongoing.
Learning lessons every day from small things like how people talk to you, ah ha moments, dark days to when you’re feeling bright and ready to take on the world and your morning yoga session.
I know I am here for greater things.
I also know I help my clients with more than JUST marketing them and their business.
My clients trust me, tell me about personal challenges and issues they have, tell me things they haven’t told anyone else, things that are hard to admit. I’m very privileged to be in this position.
My clients also want and need their ass kicking from time to time but most importantly want someone to give them a true and honest appraisal of what they are trying to do from neutral ground.
My reason why
I’m rebranding is because I haven’t been true to myself.
There are things I want to do, ways I want to work and specific types of people I want to work with and to do all of this, I need to strip back my message.
It’s scary, I worry what people are going to think. Will they carry on working with me or walk the other way but this way I know I’m being me and true to myself.
I am here to challenge you to communicate your own truth so that your marketing speaks to the audience you want and that you step into your own power to be seen.
Your 1st step
If you are looking to rebrand, ask yourself why? Why now?
A rebrand won’t necessarily bring you more money, but it does allow you to be yourself and step into your own power, which in turn will draw your perfect client towards you because your message is not only true to you but to them also!
This exercise is not only cathartic but also provides a new perspective on your journey and where you are headed.
One key factor that all businesses should outline and manage is their brand positioning.
Brand positioning is…
the way in which consumer’s view brands in their minds, and therefore it is important for firms to identify the position they wish to adopt within consumer minds. A strategy should then be developed to ensure the brand takes up a specific position within the market which can then be effectively communicated to consumers.
For example, Mercedes and BMW have successfully positioned themselves as the brands of choice for consumer looking for a luxury car that is not quite a Porsche, Ferrari or Lamborghini, but is of higher quality than a VW, Ford and Vauxhall.
This has been done through consistent marketing communications throughout their history, and due to the scale of their business has become ingrained not only in their target audience’s minds, but in all consumers’ minds. People know who they are, what they are selling and if they can afford it or not.
They are positioned extremely well.
One issue some brands experience is when they want to change their deeply ingrained positioning, as it can be very difficult to change consumer perceptions of a brand, especially if it has a specific well-known positioning strategy.
One brand within the same industry that has been trying to do this recently is Ford. Across the UK they have successfully positioned themselves as a mid-level family car manufacturer that is reasonable priced. But in the US they are known as much more exciting due to their Ford GT and American muscle cars, therefore earlier this year they launched a reasonably successful re-positioning campaign to reinvigorate the brand.
They called on consumer to “unlearn” what they knew about the brand and be open-minded to their re-positioning.
This example highlights how it can be difficult to re-position a well-known brand, but if there is a level of history to fall back on, which Ford had due to their heritage of automotive excellence which runs all the way back to Henry Ford, it can be effectively done.
One issue which firms must safeguard against however is brand drift. This is where the positioning of a brand begins to drift away from its intended location. This can lead to brand confusion, whereby consumers become confused by the brands offering and therefore unsure on the position in which it is trying to occupy.
This can have detrimental effects upon revenue and profits, emphasising the importance of always communicating a brands positioning in a clear and simple way the target audience.
Decision Making Process
This also ties into the consumer decision making process, as one of the five main stages of the decision making processes is the evaluation of alternatives. This is where consumers decide between the different options that can solve their problem, but unless brands are positioned effectively they will not even be considered by consumers.
This is because brands are ordered into sets, and unless the brand is within the consumers evoked set, which is the set of brands which the consumer sees as realistic possibilities then they are not even looked into.
These brands are seen as either inept or inert, meaning they are not considered for the final purchase. Thus is it key for firms to ensure they are within their target audiences evoked set, and therefore they are considered within the decision making process.
Equally, it is centrally important that when firms secure a position within consumers evoked sets they are able to maintain that positioning.
Therefore, it is also important that firms protect their positioning, and their brand image, as if their brand image becomes tarnished then their positioning can become compromised. This can have devastating effects upon consumers purchase intentions and therefore must be considered by all brands.
Recent examples of firms implementing such protective measures include Nike dropping long-term partner Maria Sharapova after she failed a drugs test and Ryan Lochte being dropped by Speedo and Ralph Lauren after his shocking run-in with the police during the Rio Olympic Games.
These brands all saw the potential negative impact that supporting these shamed sports stars could have on their reputation and therefore severed all sponsorship ties. Highlighting their commitment to protecting their brand image, as well as their position within the market and more importantly within consumer minds.
Therefore it is essential for all firms to develop, implement and protect their positioning strategy to ensure they are considered within their target audience’s decision making process. This is a complex process, but is hugely rewarding if effectively and thoughtfully implemented.
If you want any help with your brands current positioning or with a re-positioning project feel free to book in for a 30 minute FREE consultation today!
Engagement is the buzz word around Social Media and should in all honesty be around all of your marketing. You want to make people feel and think about you, your company, product or service and to do that you need to engage the audience. You have to start a conversation that relates to them that will also spur them into action!
What action do you say? Well it’s whatever action you would like them to take. For example; When someone arrives on your website and finds what they were looking for, what is the next action they should take? Or when you meet a new contact at a network meeting or in a conference, what do you say to them that makes them want to ask you the next question?
Meaning of engagement; involve somebody. Become involved.
So how do you engage your audience with your business giving them an authentic experience of your brand, company personality and product or service?
#1: The quickest and easiest way to do this is to get to know them better!
What do they like and what don’t they like.
How do they see your product/ service?
Have you asked them if you can improve what you do in some way?
Engagement is about becoming involved with the people you want to buy your product or service. So how can you involve yourself or your brand with them. I’d like to hear about how you have engaged your audience.
#2: When you understand more about your target audience you then need to create the product or service that they want.
Now I can appreciate not everyone wants the same thing and at this point you can tailor the end result to their requirements, but before you do that you need to give them what they want.
#3: Develop a feedback and follow up strategy where you can get comments on how you are doing as a business.
How is the product/ service performing?
Without feedback you could keep doing things that they don’t want which in turn could lead them to someone or something that can.
#4: Act upon the feedback and show them that you are listening and taking note of what they are saying.
For example; Kodak made one change to a product by adding a mic jack to one of their HD Pocket Video Cameras (zi6) after they received feedback from Twitter. Kodak worked out the cost and how quickly they could do it, then did it! That product out-sold their competition by 10-1 from one tweet!
Take a look at these 4 suggestions and have a go. Let me know how you get on with them to see how much more engagement you get.
Number 3 can be done in many ways, get creative with it!
Remember; it’s not what you know, or who you know, it’s how well you know them.