(Paid Advertising)

Rebranding Made Simple (+Examples)

Ryan Chute
Ryan Chute
May 6, 2022
Rebranding Made Simple (+Examples)

Everyone loves a good makeover. Whether it's a new haircut, bulking up, slimming down, or a complete home renovation. We can't resist a good glow-up story, and the same goes for when companies decide to rebrand. Brands are like the best friends you can always count on, but even the strongest relationships need a little love. Rebranding shows that a company is staying fresh and relevant in an ever-changing world. It's an act of confidence and commitment — a chance for companies to give their brands new life by tweaking what they stand for and how people see them. Now, tweaking your brand is one way to go about it, but sometimes, brands need a complete overhaul. This is where companies like Airbnb, Cadillac, and Burger King come in. These are just a few of the many brands that have taken the plunge and rebranded themselves in hopes of attracting new audiences and staying ahead of the competition. So what are the different types of rebranding, and how do you know whether to rebrand or not? In this article, we'll answer those key questions, go over the pros and cons of rebranding, and provide examples of big-name companies that lived to tell the tale.

What Does “Rebranding” Mean?

Rebranding can be defined as the process of creating a new image or identity for a company, product, or service. This can involve changing the brand name, logo, tagline, and other elements of the brand. Brand updates can be done for a variety of reasons, such as to reflect a change in the company's direction, to better appeal to a different target market, or to distance the brand from negative associations. When done well, rebranding can breathe new life into a flagging brand and help it to better compete in today's marketplace. When done poorly, rebranding can confuse customers and damage the reputation of the brand. Therefore, it is important to consult with branding experts when considering a rebranding strategy. At Wizard of Ads®, we can help you to rebrand your business in a way that both engages and persuades your target audience. Not only that, we’ll help you avoid the pitfalls that can occur during a rebranding effort. Book a call with us today to learn more!

Types of Rebranding

Types of Rebranding

Rebranding your business can be done in a few different ways. Take a look at these three types of rebranding to determine which one could be the best fit for you:

Brand Merger or Acquisition

A brand merger or acquisition is a rebranding process that involves the combination of two or more existing brands into a single, unified brand. This can be a complex process that requires careful planning and consideration to ensure that all stakeholders are on board with the new brand and that it successfully communicates the key messages and values of both brands. Some factors to consider when rebranding through a merger or acquisition include choosing an appropriate name for the new brand, developing clear messaging around the new brand's positioning and identity, and ensuring consistency in marketing and communication efforts across all channels. Ultimately, rebranding through a merger or acquisition is an important strategic decision that can have significant benefits for businesses looking to grow their market share and reach new audiences.

Brand Refresh

The next way you can rebrand your business is through a brand refresh. A brand refresh is a rebranding strategy that involves refreshing the look, feel, and messaging of your company's existing brand. This can involve updating your logo, reworking your website or marketing materials, or simply changing up the language you use to talk about your business. A successful brand refresh needs to be cohesive and consistent with the rest of your branding efforts. To ensure this, it's important to work with a professional designer who has experience in rebranding. They will be able to help you come up with a new look and message that feels fresh and resonates with your target customers. Whether you're looking to give your logo a new look or change your color scheme, a brand refresh can be a great way to reinforce your position as an industry leader and connect with new customers.

Full Rebrand

The last type of rebranding method is a full rebrand. This is when a company completely changes its name, logo, and identity. It can look like a completely different company and is often used as a way to change the public’s perception of the business. A full rebrand can be a big undertaking and is usually only done by larger companies with the resources to do so. Full rebrands are also more likely to be successful if the company has a strong base of loyal customers. While rebranding is always a gamble, it can be an effective way for companies to reinvigorate their brand and appeal to a new audience.

Rebranding Pros and Cons

Rebranding Pros and Cons

Now that you've got a solidified idea of what rebranding is and the different ways in which you can rebrand your business, let's go over the pros and cons of rebranding.

Pros

  • Helps in distinguishing a company from its competitors.
  • Revitalizes a company, product, or service.
  • Creates new opportunities.
  • Attracts new target demographics.
  • Helps with SEO efforts.
  • Attracts new top-tier clients.
  • Helps retain top talent.
  • Improves brand recognition and customer loyalty.
  • Helps reduce internal expenses.

Cons

  • May result in customer confusion.
  • Retaining customers is not guaranteed.
  • Getting back to the previous brand is always difficult.
  • A full rebrand is expensive.

The Biggest Impact of Rebranding Any Business

As we've gone over, there are several ways rebranding can impact your business - positive or negative. However, the biggest impact branding has is the ability it gives you to reach new customers. With a new brand, comes a new identity. Your target market may have shifted and your old branding might not be as effective in reaching them. Rebranding can help you better connect with the people you want to sell to: the people you've already reached in your target market, and the people who weren't reachable before. Think about it this way - would you rather buy from a company that is outdated and doesn't seem to understand its audience or one that is modern and relevant? Just as this affects companies in a positive light, it also works the other way. If your rebranding is unsuccessful, you may even lose your current customer base, even if you gain a new audience. This can be disastrous for any business and should be handled very carefully.

Examples of a Rebrand

Examples of a Rebrand

When it comes to rebranding, there are many different ways to go about it. Some companies choose to do a complete overhaul, while others simply update their logo or color scheme. Here are a few examples of successful rebranding:

Dropbox

The popular file-sharing service, Dropbox unveiled a complete rebrand in 2017, with its visual identity being the biggest change of all. Their company logo became cleaner, and simpler while other visual elements became more vivid. The new colorful pallet has injected energy and life into the brand's overall presence. Not only did the brand revamp its whole look, but it also upgraded into a full-service suite with APIs, tools, and integrations. So, why this rebranding idea? Dropbox elaborates by saying, "Our old logo was a blue box that implied, 'Dropbox is a great place to store stuff.' The new one is cleaner and simpler. And we’ve evolved it from a literal box to a collection of surfaces to show that Dropbox is an open platform and a place for creation."

Dunkin

Don't drop the doughnuts! Or maybe, go for it. It sure worked for Dunkin donuts, who in 2019, dropped "donuts" from their famed household brand name, "Dunkin Donuts." Dunkin was on a mission to become a lifestyle brand, appeal to a more modern audience, and rebrand themselves for the future. This involved hopping on the plant-based food craze, collaborating with other brands, partnerships with influencers, and offering more premium, non-coffee drinks. Drayton Martin, Dunkin's vice president of brand stewardship, shared that "Dropping 'Donuts' from the name — obviously was like a shot in the air and letting everyone know that Dunkin' is different, and we just keep proving that over and over and over again."

Tupperware

The kitchenware brand, Tupperware, chose to embrace its "1970s mom" look in 2018 by rebranding with '70s-inspired vibrant colored, people-focused imagery with a cleaner aesthetic made for the modern age. They also wanted to emphasize their brand message - that they aren't just about containers, but about empowering women who sell their products around the globe. This was the catalyst behind their new brand slogan, "Confidence Becomes You." Tupperware CEO, Rick Goings says about the rebrand, “Our new look and feel, tone of voice, and brand signature, ‘Confidence Becomes You’, celebrate our purpose, who we are – and always have been – inside Tupperware and, importantly, allows us to connect with people in a simple and consistent way.”

To Rebrand or Not to Rebrand?

When an established company goes through a rebranding process, it can be exciting as well as stressful. While the goal is to create and promote a new image for the brand, an existing loyal customer base could feel betrayed or even abandoned. For that reason, if you're considering rebranding your business, you must first carefully weigh the pros and cons when undergoing this type of drastic change. Ask yourself, is rebranding really necessary? Determine how much time and money you're willing to invest in this process. Will your customers understand why you want to rebrand your business? Can they see the need for it, or will they be confused when they notice the changes? By considering these factors, you'll be able to make an informed decision about whether or not rebranding is right for your business. And if you get stuck, or would rather leave the heavy work to someone else, Wizard of Ads® can help. Our team of branding and advertising wizards can help you identify your unique selling proposition, develop an advertising campaign that speaks to your target audience, and create a brand identity that will make you stand out from the competition. All while making sure your current and potential customers understand what's new about your brand. So if you're considering rebranding your business, or just need some help getting started, book a call with us today!

(Online)
(Offline)
(Branding)
(Rebranding)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Who does the Wizard of Ads® for Services work with?

Wizard of Ads® for Services work with healthy and growing businesses hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

Our advertising model works best for services who have a long purchase cycle and sell a more expensive product like jewelry, furniture, luxury products, and automotive.

How does the Wizard of Ads® for Services charge?

Traditional full service marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Services as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for services who sell goods with a long purchase cycle.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Services pricing model is based solely on the top line revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Services?

There are four key revenue stages for engagement with the Wizard of Ads® for Services.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Services between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Services. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Services, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Services, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

Offline, the Wizard of Ads® for Services Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., Furniture, Automotive, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Services can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Services owns copyrights for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Services hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Services racks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most services do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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