Re-brand: Goodbye and Good Luck!
February 10, 2010 by MaryEllen
A brand builds loyalty, defines your competitive advantage and focuses your marketing effort, adding value to the firm in the process.
“A brand is the one thing that you can own that nobody can take away from you,” says Howard Kosgrove, vice principal of marketing at Lindsay, Stone and Briggs Advertising. “Everything else, they can steal.”
I’ve spent time redefining my brand during the past few months. As a result, I’ve said goodbye to Connecting Point Communications.
In previous posts at my blog, (www.ProfitMeister.com) I described challenges associated with walking your talk, taking big steps, and otherwise changing your brand.
Like many businesses, I found myself nurturing an emotional attachment to my logo and url. (NOTE: In addition, I had a financial investment in the logo and its associated collate.)
In addition to the logo, my brand was constrained with a URL not directly its name, (MyConnectingPoint.com) an additional problem when it came to Google search.
When I corrected the problem with a redirect from an even longer url, (ConnectingPointCommunications.com), I created even more problems. On Monday, February 8, 2010 I transitioned both urls to MerriganGroup.com.
Getting branding right becomes a process, one that affects all aspects of your business. Fortunately for me, the hard-learned lessons I’ve encountered provide stepping stones for my clients, helping them build their brand better, stronger, and faster.
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