Inspiring What's Next
Rebranding Experts is the only firm purposely created and designed to lead organizations through the rebranding process. It starts with a fundamental different viewpoint. We don’t see rebranding as a marketing strategy. We see it as an enterprise-wide strategic growth accelerator. Done correctly, rebranding is a jetpack to growth.
Successful rebranding should create a forward-facing organization able to grasp new opportunities. It requires a broader and deeper set of capabilities than what a typical marketing or branding firm delivers. We’ve aligned all these needed capabilities from brand strategy, research, creative naming, logo and brand graphic identity design, leadership engagement, employee engagement and internal marketing, change management, marketing, signature launch events, PR, and measurement to best guide your rebranding initiative.
We work with firms of all sizes and our support spans from simple strategy and guidance all the way to full rebranding implementation depending upon your needs.
Our years of experience guiding multiple rebranding efforts will bring you efficiency, save you time and money, and help you make the right decisions to avoid unnecessary missteps.
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Becoming One
When Riegel Linen|T-Y Group and Harbor Linen merged with private equity investment, they turned to Rebranding Experts to craft a new name and identity, engage their leadership and employees in the change, and launch their new brand to the marketplace. The 1Concier brand name builds off the heritage of high-service, entrepreneurial drive of the three legacy companies and highlights the role they play in delivering quality linen products that ensure a comfortable and memorable experience for hospitality and healthcare guests.
Rebranding to Move Courageously Forward
A 35-year old frontrunner in executive coaching, leadership development and career transition services, BPI group US completed its management buyout in 2019 and as an independent business lead by an all-woman team needed to rebrand. Then the pandemic hit and the workplace environment shifted dramatically, demanding more of the leaders it coached.
Rebranding Experts supported the professional services firm through a rebranding, defining a new brand essence and differentiate positioning. The name Bravanti was coined, combining brave with Avanti, an exclamation meaning “let’s go, forward!” to mean “go courageously forward.” With a dynamic new positioning the firm launched its rebrand in the summer of 2021 bringing new energy and focus to its work.
Forging Paths Forward
The Walk-In Ministry's name and image had it stepping backwards. To set it moving forward, we crafted a dynamic new positioning that better illustrates the positive outcome of the organization's work with neighbors in financial crisis.
Recharging Business Potential
We rebranded B2B leader United Electronics into ReUp to enter the consumer market with its repair, replace, recycle services for America's favorite electronic devices. The consumer-friendly name conveys the positive impact that a repaired device will have on empowering your connected lifestyle. The aspirational tagline illustrates the brand position supporting your right to repair valued devices.
Creating Lives In Harmony
The British Home was a 90-year-old retirement community whose strategic vision had outgrown its name. We created a new business category of "adult life services" and rebranded the organization Cantata with an image more in tune with the changing nature of the retiring Baby Boomer generation. Today, Cantata is growing dramatically and advancing its strategic vision at a faster tempo than it had ever imagined.
"Building" Brand Image
When legendary architectural firm Murphy-Jahn drew up plans to update its positioning and introduce emerging new leadership, we built understanding and excitement with a structured announcement and media campaign.
The Power of Blue
Health Care Services Corporation wanted to utilize the Blue Cross and Blue Shield brand on the ancillary insurance products offered by its subsidiary Dearborn National to boost sales and retention of medical policies. We provided change management and communications support to ensure that employees were "total Blue" and delivering a Blue customer experience.
Reviews
the project
PR & Branding for Online Linen, OS&E Product Shop
“They understood our business needs and challenges — they really listened to the goals of our leadership."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
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.
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.
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.
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.
The client was impressed with the executive-level project oversight, how seamlessly Rebranding Experts guided them through the rebranding process, and how they were able to retain the integrity of old branding while leaving room for future growth. The client retained their customer base and sales.