Rebranding Experts

BACKGROUND

Introduce your business and what you do there.

I am the director of marketing and product development at 1Concier. We are based in Miami, Florida, but we are a national company and have employees throughout the United States and Latin America.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rebranding Experts?

We were in the middle of merging three companies into one and needed a partner to help us develop a new brand name, identity, and value proposition that could encompass the values and heritage of the three original companies.

SOLUTION

What was the scope of their involvement?

Rebranding Efforts developed the brand, messaging, and internal and external launch plan for our merger. They began the entire process by hosting calls with leadership and then provided us with a proposal that outlined the estimated steps and variations of what could be achieved with the project. 

They then held workshops with our board members and senior executives to ensure they were able to address all the challenges and priorities of our organization. From there, they created email campaigns and press releases — they acted as a PR agent for us. 

We chose not to do social media outside of LinkedIn because we’re a B2B business, but Rebranding Efforts did secure an exclusive interview for our CEO with a key industry publication. They developed all the messaging for the interview and provided interview preparation for our CEO. 

The project ran a little over the timeline because we had two priorities — we needed to manage internal communication before the rebranding launch as well as support post-rebranding, especially since we had layoffs due to the COVID-19 pandemic. But Rebranding Experts helped us navigate that environment and guided us through the launch using change management practices. They communicated with customers before the rebranding launch and then staged all communication to customers post-launch through go-live. 

What is the team composition?

We mainly worked with Jim (Principal), who would pull in some of his key team members, including a copywriter. 

How did you come to work with Rebranding Experts?

We found Rebranding Experts through an online search. We noticed on their website they had a very comprehensive approach to rebranding. For Rebranding Experts, it wasn’t just about developing marketing messages and visuals, it was about working with the management team to address the full breadth of the rebranding process. That appealed to us and we brought them on board. 

How much have you invested with them?

We invested between $60,000–$80,000. 

What is the status of this engagement?

We worked with them from December 2020–July 2021.  

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We received exactly what we were promised, and probably even more. They put in the effort to preserve the values and heritage of the three companies that were merging, but at the same time, they left room for leadership to build a new future under one company. 

We’ve received a lot of positive feedback from everyone and customers are clear on what our new brand is. We didn’t lose any customers during the merger and even with legal changes, customer payments continued to clear. While we have no KPIs, we’ve seen the results we expected, including customer retention, payment continuity through customer sales, and internal brand use and behavior. 

How did Rebranding Experts perform from a project management standpoint?

They had excellent project management. We usually communicated via email — they also accommodated us and used Microsoft Teams for virtual meetings.

We mainly communicated with Jim — he oversaw the Rebranding Efforts team as they developed messaging documents, and also participated in calls and led branding workshops. It was a huge benefit to have such personal communication and executive-level oversight on our project. In other companies, junior-level teammates often handle projects after the initial sale, but Rebranding Experts ensured we had senior-level expertise leading our entire project. 

What did you find most impressive about them?

They understood our business needs and challenges — they really listened to the goals of our leadership. It was impressive to see how they tailored messaging based on that input, delivering customized messaging and branding instead of something generic. 

Are there any areas they could improve?

No, I think they were excellent. 

Do you have any advice for potential customers?

Clients need to take advantage of the executive-level project oversight and discuss with Jim the project goals and where Rebranding Experts can add the most value.