Is There Value in Rebranding?
The easy answer: Yes! There are many reasons why companies rebrand. Old corporate identities can reflect companies that aren’t comfortable with change and no longer meet the needs of their audience. Stale, flat, unappealing communications can fail to engage audiences. Markets can shift. Products and audiences can change. The list goes on and on.
When I made the leap from the corporate life to the consulting life, I picked the name Hydra Communications because it has special meaning to me. I loved mythology in high school and thought marketing was a lot like a hydra – a beast that would resprout a head when it was cut off. I considered marketing a lot like a hydra. Once you got one aspect under control, there would be something else to master. First it was websites and events, then video, social medial, podcasting, content strategy, and more.
As we enter our fourth year in business, we realize our name doesn’t reflect what we do or who we serve. And so began our journey.
Research
The need to rebrand may not always be obvious, but there can be significant value in rebranding for your organization. There are a lot of things to consider, research to conduct, clients to speak with, company leadership to consult, among other things.
When I made the leap to consulting, I wanted to hit the ground running quickly. So, I picked the company name I dreamed of launching – Hydra Communications. I did this for a few reasons. First, I could selfishly check off my bucket list that I did it. Two, it allowed me to get up and running quickly.
I always had a hunch I would rebrand at some point. Over time, that hunch became a need. As a marketing and communications professional – expert, if you will – I knew I needed a name that aligned who we are with what we do and who we serve.
Alignment
Part of the research that went into the decision was an honest look at our clients, our work for them, and the industries we’ve served during the last 25 years. The industry that jumped out was healthcare. Whether it was working for or supporting for profit organizations, medical associations, or nonprofits nearly all the work performed was in the healthcare sector.
As we assed the work we were doing, and evaluating how they are all interconnected, it became clear that the work all supported branding. Whether we were creating marketing plans, building content strategy, assessing corporate identity and messaging, or executing communications, all of it had to do with brand health.
Regardless of the medium we were using, we were helping companies build brand health by helping them build relevance, deliver value, and grow revenue.
And that’s how we landed on our new name: Brand Health Media
Corporate Identity
Logo & Logo Mark
With the name secured, we engaged a graphic designer to present options for our new logo. After reviewing several concepts, we landed on one that we felt reflected different aspects of the work we do.
The logo mark appears that it could be an email, a social post, a flyer, or a web page stacked on top of one another – and how it’s vital for them all to work together for the element to complete. It reminded me of the need to have the right elements in your marketing mix.
Colors & Typograhphy
The typography in the logo is equally important. We wanted something clean, modern, and easy to read with the emphasis on our where we focus our work – on our client’s brand health. Because in order for our work to be successful, we need to start with a strong foundation.
Prepared for the Future
Rebranding can infuse energy and excitement internally at your organization, among your customers, and within your industry. It can help to position your organization for a stronger future.
If you haven’t enhanced your corporate identity or messaging for a while it can start to feel stale and outdated. A rebrand can reinvigorate your creative. Such efforts don’t have to come at a high price point. Simply freshening up your color palette and your messaging can make a big difference.
How we write corporate communications has changed over time. Before, statements focused on the organization. Look at your company’s About page. Does it focus on you or does it focus on the problems you solve for your target audience? If you focus on your company, it’s time to revisit and rethink your brand.
And if you need help assessing your brand health, let us know. We’re here to help you.
