Rebrand Now

Before Its 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 Its 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

Market Changes

Competition

Reinvigorate

Time Warp

New Audience

Disruption

Current Stakeholders

Historical Roots

Younger

New Solutions

Yourself

Product Oriented

More Sophisticated

Different Models

New & Existing Staff

Tradition

Technology Savvy

More Choices

Your Vendors

Comfort Level

New Demographic

Internet Presence

Customer Base

realstory
Initial Change

Market Changes

New Markets

Movin on Up

Big Shake Up

Connected Solutions

Beyond POS

Create Value

No Figure Head

System Business

New Solutions

New Start and Facility

Cash Register Focus

ECRs and POS

Increased Services

New Purpose

Bold Logo

Compete with NCR

Less Reliance on HW

Craft New Image

Simple Design

Attract More
Sophisticated
Customer

Networks, Services,
Software

Best in Class

Major Internal Change

Total Solutions
Company

unrealresults
Initial Change

Market Changes

New Markets

Movin on Up

Big Shake Up

Connected Solutions

Beyond POS

Create Value

Stanley Was Pissed

Company Got
Smarter
Heavy Emphasis on
Training

Changed Focus to
Include Offices and
HQ Solutions

Created 1st Class

Internal Systems &
Processes

Aligned with Microsoft

Customers Wanted
More From Us

Services and Support

Model

Built and Implemented

Comprehensive
Support Programs

Brought on New
Brands
Internal Image
Changed

Customer Liked
Choices

Recurring Revenue

Launched ECommerce

how do you start

Decide whats 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
Dont 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

Your Staff

Your Branding

Your Pitch

The Brand is You

Team Image

Everything Visual

Value Proposition

Set The Example

Image is Critical

Logo and Tag Line

New Elevator Speech

Get Organized

Professionalism is
Key

Fonts and Colors

Totally Revamp Your

Message

Change Your Bad

Habits
Lead by Example
Change Your
Personal Brand

External
Communication Skills

Process Builds
Customer Confidence

Web & Social Media

All Signs, Labels,
Forms
Proposals, Demo,
PPT, Contracts

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 doesnt have to be
Your company cant afford not to do it
Most of us wait too long to start

smallmaketbigbrand
Your Company

New Haven

New Haven Cash

Typical Scenario

Smaller Market

Long History

2013 Launch

Established Company

128,000 pop

Complete new image

Small to Mid Market

840,000 metro area

Family business
started in 1949

Long tradition

6th Largest in NE

Started with cash

registers or business
machines

Significant restaurant
base with some retail

Founding member of
ICRDA/RSPA

Rebranding

Comprehensive
Overhaul

Early Sweda dealer

Still building on
existing base

Comtrex and others

Focus on POS

realexpectations
Competitive Advantage

Corporate Image

Keep pace and pull

ahead

Enhance pubic face

Adjust to market
dynamics
Regain mindshare
Reflect change

Publicize evolution

Shed older image

Fresh look to better
relate to our
customers

Growth & Profitability

Revitalize

Re-focus brand with

innovative solutions

Reset our company

culture

Provide the right

services and model

Build and enhance

skillset of our team

Retain customers

Attract new talent and

customers

Create new
relationships

Build, instill, and

create new confidence

notsure
Dont 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

Get in touch

contactus
Alan Hayman
alan@hayman.com
301-469-2279
www.hayman.com

Never use a Poweroint template

that looks like this!
-Alan Hayman

Goodluck!