Is It Time for a Rebrand?


Competition is everywhere, and you need more than a great service offering to break through all the noise. You need a strong reputation and a corporate identity – this is your brand. If you’re not being heard in a crowded field of competitors, revamping your identity through strategic branding can help you thrive. But how do you know it’s the right time for a rebrand? 

Rebranding typically takes place when there is a significant change within an organization. It can be driven by something as obvious as a name change prompted by a merger, or it could be the result of a change in an organization’s business model, mix of products or target audience. With almost every company, a rebrand is bound to happen eventually, yet a successful rebrand depends on timing. Here are five major signs it might be time for a rebrand: 


  1. You’re Failing to Differentiate Yourself  

Branding is all about competitive differentiation. Creating an identity within a niche doesn’t require a revolutionary idea. It simply needs to have one special thing that separates it from the competition. What’s your unique product, service, or selling point? Once you take the time to figure out what that is, you can center your brand around it to gain recognition over time.  


  1. Your Brand is Overly Complicated  

What information and feelings does your branding give at first sight? If people are confused about what youre trying to portray, they won’t stick around to figure it out. The only thing more confusing than not having a unified brand is a brand that sends multiple messages. When it comes to branding, increased complexity means decreased cohesiveness – and for the prospect, that’s confusing. The best way to fix this problem is with a rebrand. Make sure your new message is clear, cohesive and consistent.  


  1. Your Business Strategy Has Changed 

When you started your business, you probably established a set of values that served as the foundation for your strategic objectives. However, as your business grew, your values also evolved. Whether it’s unforeseen market opportunities or changes in technology, business models change – and that’s a good thing. The key is making sure your brand keeps up. Whether your company moved away from the original vision or merely expanded on it, your brand needs to reflect these changes. Adapt everything, including your HR policy, customers, products, and identity to be in line with your new philosophy and strategy.  


  1. Your Company Merges with Another 

Mergers and acquisitions are always new opportunities for a rebranding. Yet 70 to 90 percent of mergers fail due to poor brand alignment, which ultimately creates confusion. The key to a successful rebrand is uncovering the shared DNA of the two companies. Think about the “why” and “how” two separately successful companies can bring value to your clients and prospects as a single entity. A successful rebrand focuses your company’s vision and portrays who you are now as a unit.  


  1. You’re Struggling to Raise Your Prices 

Your brand ultimately boils down to customer perception. An effective brand can influence the market price of its goods or services because of the reputation it has developed in the minds of customers. Why do we pay double for Starbucks coffee when we could get it much cheaper elsewhere? The ingredients may be slightly different, but fundamentally, their reputation and supporting brand are responsible for the premium we’re willing to pay. By rebranding, you can reshape the way your customers perceive you and raise the asking price of your services accordingly.  


Building a brand is tough, and repositioning your brand can be even more challenging. However, if you take the time to think about why you need to rebrand, the process will be practically seamless. Remember, your brand is a story that’s always being told. You have the power to not only drive that story but to change it if your message isn’t quite right – the pen is in your hands.  

supply chain blog

Tips on Successfully Motivating Millennials in the Workplace

motivating millennials in the workplace

In popular media, the word Millennial is thrown around as a synonym for young people in general. But in reality, the term Millennial specifically speaks to people who are born between 1982 and 2000 (ages 19-36).

They’re defined by historic, technological and cultural events including:

  • Having an Internet connection in their home as a child
  • Growing up in the post 9/11 era and the Great Recession
  • Feeling impacted by the rise of Google, social media, online dating and e-commerce
  • Growing up in after-school sports, arts or educational programs instead of being latchkey kids
  • Being raised in a more egalitarian household than previous generations

This is a generation with high expectations of their employers – but they also set high standards for themselves, and by 2020, millennials will account for nearly half of the workforce. Baby Boomer, Flower Children and Gen Xer business owners need to have strategies in place to help develop the leaders of tomorrow.

Take a look at these tips for guiding the next generation and how to adapt the modern workplace to set Millennials up for success:

Allow for Self-Directed Growth Opportunities

Millennials enjoy a workplace that demonstrates a commitment to employee growth. A tip for companies is to create a compensation or organizational structure that allows Millennials to set business-based and personal goals. Creating a personal development plan for growth within the company will keep employees engaged and focused with the ability to seek a long-lasting future within the business.

Have a Positive, Proactive Company Mission and Vision

According to a 2016 survey by Deloitte, Millennials feel that 75 percent of businesses are focused solely on their own agendas rather than helping to improve society. To prove them wrong, companies need to be charitable and show a vested interest in social activism. This includes encouraging the charitability of employees by regularly donating, adding a social responsibility focus to their mission, or going on team outings to focus on giving back to the causes and communities they care about.

Adopt a Flexible Working Environment

Millennials often seek a flexible work-life balance in terms of the hours they work and the location they work from. In fact, this is so important to them that they would rather be rewarded in this way than by monetary compensation. Flexible working hours give people a better relationship with work and allow them to focus on the quality of the results they achieve, rather than how many hours they spend in the office. It also gives them the time and headspace to think more creatively and to focus on a task without the constant distractions that offices often cultivate.

Break Down Traditional Hierarchies

Millennials love to disrupt the work game by embracing transparency, openness and authenticity. They need to be given free rein to get their creative juices flowing, leverage fresh ideas and overperform. It is important to provide them with that open environment and trust that they won’t misuse the freedom. It is up to you and your management team to decide to what extent freedom is acceptable, and in what form.

Like every generation before them, Millennials face big challenges as they continue to enter the workforce. But more importantly, employers need to take a step back and realize that by helping their employees succeed, they find success too. A more positive work environment helps superstar Millennial talent flourish because they feel supported by their leaders and teammates – that’s a workforce that will drive everyone forward.