Robin Daniels’ Five-Step Guide for Rebranding Success
Rebranding goes further than changing a name or logo; allowing you to redefine your company’s identity to better reflect its mission, vision, and value proposition. It’s a daunting task, but can be transformative when done right.
We recently sat down with marketing veteran Robin Daniels— whose resume boasts roles at Salesforce, LinkedIn, Box, WeWork, and Matterport— to hear his insights on the delicate art and science of rebranding.
Drawing from his recent experience at LMS365, now rebranded as Zensai, Robin provided a wealth of actionable advice for companies considering a rebrand.
Let’s delve into Robin’s five essential tips for rebranding success:
Position your brand to stand out
Align the brand with the vision
Treat your B2B brand like a B2C brand
Communicate with Stakeholders
Plan your rebranding project meticulously
Position your brand to stand out
First things first, successful marketing begins with clear positioning.
Your product must be able to occupy its own space in the market and the minds of customers, for more on positioning, check out this conversation with April Dunford.
A dedication to differentiating your brand in a crowded market should permeate all aspects of a company's communication and branding efforts, including go-to-market strategies, names, taglines, and websites.
"Most companies struggle with describing how they are different. Unless you can clearly articulate this, the decision to buy your product is never as compelling"
When it comes to finding the space in which your company stands out, especially in the crowded B2B market, Robin highlights a crossroads - to create your brand around a new category or enter an existing one.
While both approaches are difficult, creating a new category can be a more strategic way to inspire and differentiate the company's vision, whereas entering an existing category requires competing directly with preestablished leaders.
Some tips for positioning effectively are:
Focus on what makes your product unique and why it’s the best choice for your target audience, then communicate this effectively.
Ensure your positioning is reflected consistently across all marketing materials, from your website to your sales pitches.
2. Align the brand with the vision
Now that you’ve positioned yourself, it's time to determine the value of rebranding for your company. Robin explains, the decision should come down to a couple of things:
Product-based naming: naming your company after a specific technology can leave it outdated as your product evolves and expands.
Emotional resonance and memorability: lacking emotional appeal and simplicity can make your brand less effective at creating a strong and memorable identity.
Robin noticed during his time at LMS365 (now Zensai) that the original name tied them to specific technology that could quickly become outdated, no longer reflecting their broader vision of human success and empowerment.
At the same time, “despite being short, LMS365 was hard to say and not emotionally resonant. We needed a name that was easier to remember and had an emotional appeal”
After determining through these criteria that it’s time to rebrand, consider that your brand name should be easy to remember, pronounce, and resonate with people emotionally.
Some actionable methods to align your brand and company vision are:
Make sure your company’s vision is clear and consistently communicated across all channels.
Your new brand name and messaging should support your strategic goals and market positioning.
3. Treat your B2B brand like a B2C Brand
"At the highest level, market your brand like a consumer company. Create an emotional connection that resonates with your audience"
When you think of your favorite brands, chances are they’re consumer-based companies, but why is this the case?
Robin explains that B2B companies often overlook the importance of emotional branding, due to a misconception surrounding the “seriousness” of B2B interactions. Emphasizing that letting go of this belief allows you to recognize that at the end of the day, you are marketing to people.
By treating your B2B brand like a B2C you can create a stronger emotional connection and drive long-term loyalty.
Create an emotional connection
Above all, Robin suggests the significance of creating an emotional connection with the brand for long-term loyalty. As mentioned before, tapping into the pathos typical of B2Cs as a B2B product is a great way to do so.
Some ways you can apply emotion to your B2B marketing strategy are through:
Use storytelling, visuals, and consistent messaging to create an emotional connection with your audience.
Develop a brand personality that resonates emotionally with your audience and sets you apart from the competition.
4. Engage and communicate with stakeholders
Successful rebranding requires internal buy-in and effective communication with both internal and external stakeholders in your company (aka your employees and customers).
Involve your team early on in the process to build excitement and reduce resistance. To do this Robin suggests, creating a comprehensive internal communication plan, distributing training and branded materials, and ensuring all customer-facing teams are ready to answer questions about the rebrand.
Keeping customers informed in a timely manner is equally important.
“You don’t want to surprise your customers. Give them a heads-up about the rebrand in advance to avoid confusion.”
Prepare your customers for the rebrand by providing advance notice and clear explanations to avoid confusion and maintain trust.
Here is a recap of some ways to ensure successful communication:
Provide training and resources to help employees understand and communicate the new brand effectively.
Develop a customer communication strategy with timely updates, FAQs, and support.
5. Plan your rebranding project meticulously
A rebrand involves many moving parts, so making careful planning is critical for managing the transition smoothly. Robin’s recipe for successful rebrand planning has two ingredients:
detailed mapping
solid project management
A detailed project plan includes updating the website, aligning internal processes, and communicating with customers and partners.
Next, invest in project management: "A dedicated project manager ensures all aspects of the rebrand are coordinated and executed smoothly. We also invested in swag and internal communications to build excitement and prepare our team for the change"
Clear communication and phased rollout strategies help manage uncertainty and keep everyone informed and engaged, so properly preparing the organization, especially commercial teams, is key to ensuring a smooth transition.
To recap, some ways to aid the planning process are:
Appointing a project manager to coordinate the rebranding process and ensure timely completion.
Start with the website as the main artifact of the rebrand. Update all marketing materials, social channels, and internal documents.
Measurement and implementation
Rebranding doesn’t happen overnight. Robin shared that at Zensai, the rebranding process took about six months, with the final two months focused on internal and customer-facing preparations. But the planning did not stop here, you also need to measure the rebrand's success and make necessary adjustments.
To do so, Robin suggests looking at key indicators such as customer feedback, Net Promoter Scores (NPS), and overall brand recognition to evaluate the impact of the rebrand. Regularly collect and analyze these to ensure your company is and stays on the right track.
A final word
By aligning your brand with your vision, positioning it effectively, creating an emotional connection like a B2C brand, engaging stakeholders early, and planning every detail meticulously, you set the stage for a successful rebrand.
Remember, clear communication and a solid project plan are your best allies. So, rally your team, keep your customers in the loop, and manage the process carefully. Embrace the change, and watch your new brand reach new heights.
About the speaker
Robin Daniels is a seasoned marketing executive with over two decades of experience driving growth and innovation at some leading technology companies. Known for his strategic vision and ability to create emotionally resonant brands, Daniels excels in aligning company messaging with long-term goals and market dynamics.
Currently, he serves as a key advisor and marketing leader, helping businesses redefine their brand identities and achieve sustainable growth. Robin’s expertise and insights make him a sought-after speaker and thought leader in the fields of marketing, branding, and business strategy.
