2016年7月25日,星期一

Making the Change: bet36开户 Share Unique Rebranding Experiences

You’ve worked really hard to build your business, but how confident are you in your brand’s image in the marketplace? 质疑是我们首席执行官的天性, 担心和怀疑——这有时会导致我们在业务上的身份改变.

If you find yourself in that space, listen up. 我们采访了三位bet36开户成员,他们都对这个问题有着独特的看法.

  • 格雷格·塞缪尔的公司 Solvaria 刚刚正式更名, 目前,他发现自己正处于蜜月期:重塑品牌的艰难工作已经完成, and now it’s time to keep up the momentum and plan for the future.
  • 杜安史莱德的 季节性的根 是否在利用公司的新品牌和运营模式来拓展新市场, 并获得竞争优势.
  • 梅林Gerstenmaier, HG工程与设计, 而她的商业伙伴最近决定退出一项可能是最终身份改变的交易——合并.

B2BtoSolvaria-final

格雷格·塞缪尔 joined B2B Solutions in 2011. 两年后, 他扩大了数据库服务部门,并将部分首席信息官(cio)加入了公司. He became sole owner of the company in 2013.

Fast-forward to 2015: Samuels finds his business has a distinct appeal, and his director of marketing is pushing for a rebrand. “在过去的几年里, 我们已经对我们所做的事有所了解, 这可以分为两大类:数据库服务和战略技术领导,Samuels说.

Once they had a clear picture of their niche in the IT community, 是时候找到一个真正了解营销服务的营销合作伙伴了. 詹妮弗•埃文斯, B2B的市场总监, 审查几个候选人, and Rocket Pop Media made the final cut. After several focus groups and a lot of soul searching, the name Solvaria was chosen for the firm’s new brand.

“这名字听起来像是一个地方, and we’re building a culture around being ‘Solvarians,“塞缪尔解释说. “‘Solv’这个词的词根是对我们以前名字‘solution’部分的认可, 因为在我们的核心, we’re still a solutions-driven company. But we wanted a modern take on the name, and we love that our 标志 incorporates ‘VA’ in the name as well.”

Samuels gives full credit to Evans for making the recent transition a success. “Jennifer was a key player in this endeavor,”他说. “Nobody knows your business like you know it. 你需要内部的人参与进来——这些人知道如何用不同的方式表达你的工作.”

FarmTable-to-SeasonalD1-final

杜安史莱德 founded The Farm Table in September 2010. Back then, the company was a food delivery service limited in scope. 现在, by supporting nearly 50 local family farms and artisans, they’re offering an online farmers market to nearly 3,弗吉尼亚州的000名客户. “我们最初的名字太普通了, and we needed a brand that resonated with our Members,”史莱德说. “我们请他们投票选出可能的新名字,季节根(seasons Roots)胜出.”

该公司的品牌重塑恰逢其推出了一种专注于客户体验的改进商业模式.

斯莱德说:“刚开始的时候,我们只提供静态的盒装本地产品. “现在 we are customizable, creating your online farmers market. Customers can pick the size of the basket they want, and what they want in it.”

和塞缪尔一样,斯莱德在内部企业家团队的帮助下完成了转型. 但与Solvaria, “季节根”的员工自己做了大量的初始品牌重塑的跑腿工作和决策. 斯莱德解释道:“作为一家初创公司,我们没有足够的资金聘请一家大型营销公司.

斯莱德现在与专家合作,在公司扩张的过程中提供战略上的帮助. A firm from California helped him zero in on a new name, Free Agents Marketing assisted him with branding and final visuals, and Lewis Media Partners is managing the media 策略.

HGtoHG-final

HG工程与设计 CEO 梅林Gerstenmaier 坚信要想成功,你需要跳出固有的思维模式. “I think in today’s economic environment, 对你来说,最糟糕的事情就是永远做同一件事,”她说. “我看到很多人在寻找他们10年前从未考虑过的选择. 对我们来说, 这意味着与不同的公司(包括竞争对手)合作,以赢得某些项目.基于这种思路,我们与总部位于罗利的工程公司斯图尔特公司(Stewart, Inc .)展开了对话.

这个机会似乎是快速扩张到工程服务领域的好办法, 哪一个, Gerstenmaier说, “我们打算这么做, 不管我们是否合并. 我觉得与一家已经进入该领域的公司一起开拓这个市场会更好. The opportunity arose, and we took it.”

长话短说, 后17个月, 合并没有成功, and Gerstenmaier found herself in the middle of an about-face. “We realized we were more comfortable with a smaller, 平易近人的, 细分市场定位, and that’s how our clients recognized us,”她解释道. “It really made us understand how strong our brand was.”

LessonsLearnedD1-final

考虑合并?

“Think long and hard before you consider rebranding,” Gerstenmaier 说. “不要急于做任何事情.” She suggests having the courtship last at least a year. “Get to know each other, work on projects together. 了解这两项业务将如何互补,以及它将如何运作或将如何运作. 确定他们的业务规模和他们现有的流程是否会给你带来合并后你想要的生活方式.”

MerilGFinal

我们的其他ceo会怎么说? They all agree that if you do decide to rebrand, 在某些情况下,你需要外部营销资源来帮助你完成这个过程. Go with a professional who has experience in rebranding.

DuaneCard-Final“我对我们管理变革的方式有信心,但这不是一个简单的过程,”他说 季节根的斯莱德. “It takes a lot of effort, and it can break you. 我们必须重塑品牌. If you don’t absolutely have to, I suggest you don’t. There’s too much at stake if your brand gets lost.”

塞缪尔, only weeks off his official rebrand launch, has the most advice to offer. 在你重塑品牌之前,问问自己为什么. 你为什么想这么做? 这可不仅仅是改个名字. 想想你的目标. 理解并定义它们. Be very clear about why you’re doing it. One bet36开户 speaker gave advice about creating a very specific, long-term vision and how important it is to take the time to do that. 拥有清晰的图像会对你有帮助.”

GregSamuels-Final“确保你能很好地与公司内部沟通正在发生的事情以及你的愿景, 要明白,在这个过程中会涉及到大量的决策,”塞缪尔补充道. “这些都是大图和乏味的东西——比如信笺头、合同、电子邮件签名和衬衫.”

Life-After-final

这些ceo们今天的生活是怎样的呢?

我们的品牌再造的老兵, 季节根的Duane slder, 说 all of the items with the company’s old name have been replaced, 他的业务终于开始再次增长——尽管他仍在努力应对品牌混乱和市场份额. 他说:“我们可能会用‘季节性根’这个词来形容一段时间.

格雷格·塞缪尔, our newest identity changer, is (understandably) ecstatic. 他的网站已经改版了,他的系统也更新了,他得到了一些很棒的东西 新闻. “People recognize us as senior 领导人 in our two verticals, 我们正在成长的道路上,”他说. “We don’t want to be Richmond’s best kept secret.”

在我们采访的三位ceo中, HG工程与设计 CEO 梅林Gerstenmaier 也许是在最好的地方. 她表示:“我更聪明了,对我们经营和发展业务的能力也更有信心。. Her business hasn’t lost a beat; in fact, it’s booming. 她已经雇佣了两名内部土木工程师,并希望尽快增加员工. Still attached to thinking outside the box, she’s considering new ideas for her business, including a succession plan that doesn’t involve an outside entity.

 

员工于上午10时57分张贴
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星期三,2010年9月22日

乌克罗普兄弟提示#8 -运气

上周,我有幸参加了一场商界领袖的聚会 幸运石 位于古奇兰的美丽总部.  我们在那里听吉姆和鲍比·乌克罗普分享他们在乌克罗普超市非凡的商业生涯中学到的一些东西 马丁的)、第一市场银行(现为 联和第一市场银行), Ukrop服饰表达, Ukrop Homestyle食品,以及其他风险投资.

Jim and Bobby are both very humble, yet intensely competitive.  They are also committed to the Richmond community.  我们很幸运地拥有他们.

This may not do their comments justice, but here is a summary of some of the points the Ukrop brothers made.

1. Curiosity fuels innovation:  constantly learn from peers and outside advisors

2. 不断地改造业务

3. You have to have a passion to be the best

4. 品牌 is delivering promises through people

5. Clear Vision, Mission, and Values guide decisions

6. Everyone is in the customer service business

7. Differentiate:   if everyone goes one way, consider the opposite direction

. . . 和8. 运气!

下午2点53分由苏格兰人mc - rorberts发布
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2010年6月8日,星期二

bet36开户的新品牌标识

遵循领导人

这是一个新的口号,帮助我们解释成为弗吉尼亚州首席执行官委员会成员的主要好处:通过与同行分享智慧,帮助小企业领袖成长和获利.

At today’s quarterly luncheon, Chairman 雷莱佩尔 introduced a new brand identity for the Council, 包括一个新标志, 标记线, 颜色和风格.

展示的核心是一个5分钟的视频首映,讲述了委员会的故事, 用我们成员的话.  Thanks to the “fearless fifteen” for going in front of the camera for us!  该视频可在我们的 网站.  The 网站 is being built out over the next few weeks, so check back often!

今年早些时候, 我们与成员进行了专题小组讨论和非正式对话,并得出了一个共同的主题——小公司的掌舵人经常没有人可以倾诉和征求意见.  The Council has filled that role by providing venues like the 圆桌会议, 季度午餐会和年度静修会,在保密和尊重的环境下分享经验和想法.  As we like to say, it doesn’t have to be lonely at the top.

特别感谢:

苏珊·霍格和他的团队 圆年代工作室 for developing our new brand identity and leading the team.

Mike Meyer和他的团队 NetSearch直接 网站和搜索引擎优化方面的工作.

弗雷德·摩尔和他的团队 大河广告 进行焦点小组讨论.

罗伯·柯林斯作品 拍摄和编辑我们的视频.

红色Amp工作室 视频里的音乐.

晚上8点10分由斯科特·麦克罗伯茨发布
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