How To Approach An Un Willing Re-Brand
Discussion
Has anyone here managed to re-brand a company when the companies managing director was completely unwilling? If so, how did you approach it and how did it end up?
My family business that I work for is in dire need of a re-brand, I've now got to the point where I have two other companies so no longer HAVE to work for him and whilst he's making noises about retiring, I'm unwilling to take over the company unless I can do a full re-brand to something less 1980's and more modern, scaleable and fit for our target audience. In the past he's been completely un-willing. I have to point out that the company is scraping by, we have potential, experience and reputation but the whole company just feels tired and is being left behind by younger, better looking competition who've grown in 3-4 years to bigger than we are after 30+ years.
I have a new brand (strong ties to the existing, but much better) and website template in mind, I was thinking of putting this all together and showing him what my image of the company is and see where it goes from there. The majority of our existing clients are long term contacts who probably don't care what we look like by now, so I don't feel we have anything to lose by re-branding, but a whole lot of new customers to gain. We've barely picked up any decent new clients in the past few years.
Anyone done this and succeeded or might I just finally call it a day and give up?
My family business that I work for is in dire need of a re-brand, I've now got to the point where I have two other companies so no longer HAVE to work for him and whilst he's making noises about retiring, I'm unwilling to take over the company unless I can do a full re-brand to something less 1980's and more modern, scaleable and fit for our target audience. In the past he's been completely un-willing. I have to point out that the company is scraping by, we have potential, experience and reputation but the whole company just feels tired and is being left behind by younger, better looking competition who've grown in 3-4 years to bigger than we are after 30+ years.
I have a new brand (strong ties to the existing, but much better) and website template in mind, I was thinking of putting this all together and showing him what my image of the company is and see where it goes from there. The majority of our existing clients are long term contacts who probably don't care what we look like by now, so I don't feel we have anything to lose by re-branding, but a whole lot of new customers to gain. We've barely picked up any decent new clients in the past few years.
Anyone done this and succeeded or might I just finally call it a day and give up?
I always find such situations interesting. Obviously the people who have started these companies or run them for x amount of years before us must have done something right and then someone wants to just pop it and start changing things.
I have a few friends who feel this way. Their parents have built up companies from the ground up and they now feel they can come in and do a better job which they maybe can but just because they think they can doesn't mean they have a right to do so.
If you really feel a re-brand will work then prove it. I had a similar situation with my parents, my father had a small business and I said I can make it bigger dad, After 2 months of him not listening to me at all, I set up on my own and within 2 years i am 5 times bigger than his operation.
If you want to show someone you can do better then prove it.
maybe try to show how competitors are becoming more successful by better rebranding or what benefit it will have. I have noticed if you sit them down and explain nicely about how it will benefit the company then they do tend to listen rather than demanding to change it without their input.
Its like with any job/company you work for, you would need to convince your manager/MD/boss that a change will improve the business, this is not any different.
I have a few friends who feel this way. Their parents have built up companies from the ground up and they now feel they can come in and do a better job which they maybe can but just because they think they can doesn't mean they have a right to do so.
If you really feel a re-brand will work then prove it. I had a similar situation with my parents, my father had a small business and I said I can make it bigger dad, After 2 months of him not listening to me at all, I set up on my own and within 2 years i am 5 times bigger than his operation.
If you want to show someone you can do better then prove it.
maybe try to show how competitors are becoming more successful by better rebranding or what benefit it will have. I have noticed if you sit them down and explain nicely about how it will benefit the company then they do tend to listen rather than demanding to change it without their input.
Its like with any job/company you work for, you would need to convince your manager/MD/boss that a change will improve the business, this is not any different.
Edited by IATM on Saturday 26th September 08:17
IATM said:
I always find such situations interesting. Obviously the people who have started these companies or run them for x amount of years before us must have done something right and then someone wants to just pop it and start changing things.
I have a few friends who feel this way. Their parents have built up companies from the ground up and they now feel they can come in and do a better job which they maybe can but just because they think they can doesn't mean they have a right to do so.
I don't feel I have the automatic right to do so, but on the flip side, just because he started and grew it doesn't mean he has the right to take advantage of me for many years and profit from me whilst keeping me to false promises just because I'm his son. I bet this is similar for a lot of family businesses, although I bet there are a lot of waster sons/daughters as well....I'm not saying his whole business is rubbish, quite the opposite, I just want to bring it into modern times and start growing as it's not helping us find new clients in it's current state.I have a few friends who feel this way. Their parents have built up companies from the ground up and they now feel they can come in and do a better job which they maybe can but just because they think they can doesn't mean they have a right to do so.
The existing company doesn't really have a brand, just a logo, a poor logo that can't really be worked into a brand. Incorrect colour choice for our industry, I can write a whole article on why it's so bad.
You are ultimately right though, why should he change it?
I could build the new site on the new brand and see if there a way to split test whole websites? i.e serve site A to 50% of visitors and site B to 50% of visitors - track results accordingly? Either that or I could call it something slightly different and see how they compare, however it won't be on a level playing field to the companies current position. Ultimately it's new business that the brand will affect, existing customers will probably use us regardless, but I'd imagine they'd see it as a positive thing which would re-inforce their decisions to use us.
I wouldn't start a competitor to his company, I do have two of my own though and one of them may outgrow his company quickly. Maybe I should just focus on that.
MrSparks said:
IATM said:
I always find such situations interesting. Obviously the people who have started these companies or run them for x amount of years before us must have done something right and then someone wants to just pop it and start changing things.
I have a few friends who feel this way. Their parents have built up companies from the ground up and they now feel they can come in and do a better job which they maybe can but just because they think they can doesn't mean they have a right to do so.
I don't feel I have the automatic right to do so, but on the flip side, just because he started and grew it doesn't mean he has the right to take advantage of me for many years and profit from me whilst keeping me to false promises just because I'm his son. I bet this is similar for a lot of family businesses, although I bet there are a lot of waster sons/daughters as well....I'm not saying his whole business is rubbish, quite the opposite, I just want to bring it into modern times and start growing as it's not helping us find new clients in it's current state.I have a few friends who feel this way. Their parents have built up companies from the ground up and they now feel they can come in and do a better job which they maybe can but just because they think they can doesn't mean they have a right to do so.
The existing company doesn't really have a brand, just a logo, a poor logo that can't really be worked into a brand. Incorrect colour choice for our industry, I can write a whole article on why it's so bad.
You are ultimately right though, why should he change it?
I could build the new site on the new brand and see if there a way to split test whole websites? i.e serve site A to 50% of visitors and site B to 50% of visitors - track results accordingly? Either that or I could call it something slightly different and see how they compare, however it won't be on a level playing field to the companies current position. Ultimately it's new business that the brand will affect, existing customers will probably use us regardless, but I'd imagine they'd see it as a positive thing which would re-inforce their decisions to use us.
I wouldn't start a competitor to his company, I do have two of my own though and one of them may outgrow his company quickly. Maybe I should just focus on that.
If he doesn't want change, move on. Continuing to work for him when you're not totally behind the direction is going is not good for you or th company.
I expect you will have a better relationship away from work too. And if he's happy to plod along nto growing then he'll be happy and you can then plough your own furrow with our own ideas.
It's worth noting that a brand is the collective terms for the entire ethos of the organisation - its reason for being, its culture, its mission and so on. The logo (the brand identity) is designed to convey those attributes rather than simply stand alone as a visual, independent entity.
As such, if you don't have buy-in for change from the top down, a re-brand will never be successful.
As such, if you don't have buy-in for change from the top down, a re-brand will never be successful.
I've been in this situation many times in the past and I am sure many marketing people on here will have too. One way that often worked for me was simply showing them what a rebrand looks like. Its like saying 'You need a new car." and them saying they don't. Put them in a new car and all of a sudden 'they see the light'. So, perhaps get a few designs drawn up and show him what it could look like.
After so long and fighting for this so hard, I would be concerned that were you to get grudging permission there will be a lot of pressure for results and you'll get the blame for any issues with the company even if they're not a result of the rebrand. Furthermore you'd be amazed at how people will cut their nose off to spite their face just to prove they were right.
Could you perhaps start a subsidiary with the new branding? Your new branding (with a new name) backed up by the existing company.
It's not going to be quite as effective as a full rebrand but will show fully if your idea has legs with a lot less risk to your fathers business.
Could you perhaps start a subsidiary with the new branding? Your new branding (with a new name) backed up by the existing company.
It's not going to be quite as effective as a full rebrand but will show fully if your idea has legs with a lot less risk to your fathers business.
Edited by rpguk on Monday 28th September 10:19
StevieBee said:
It's worth noting that a brand is the collective terms for the entire ethos of the organisation - its reason for being, its culture, its mission and so on. The logo (the brand identity) is designed to convey those attributes rather than simply stand alone as a visual, independent entity.
As such, if you don't have buy-in for change from the top down, a re-brand will never be successful.
Exactly this - a logo is not a brand, so if the MD doesn't want to change the logo then he certainly wont be interested in updating marketing material, website etc to match. As such, if you don't have buy-in for change from the top down, a re-brand will never be successful.
I have been in this situation a number of times - the MD has final say but is also the worst person to make a call on whats needed, usually over riding creative professionals / his own marketing teams advice. Quite simply there is nothing you can do; either roll with it, or if you do take over the company make the rebrand happen then - hopefully the incumbent MD wont have run it into the ground before that happens!
moustachebandit said:
Exactly this - a logo is not a brand, so if the MD doesn't want to change the logo then he certainly wont be interested in updating marketing material, website etc to match.
I have been in this situation a number of times - the MD has final say but is also the worst person to make a call on whats needed, usually over riding creative professionals / his own marketing teams advice. Quite simply there is nothing you can do; either roll with it, or if you do take over the company make the rebrand happen then - hopefully the incumbent MD wont have run it into the ground before that happens!
More good comments thanks, and yes when I say re-brand I do mean top down re-focus then outwards facing image. We don't need to change too drastically inwards as I've managed to help guide the company towards the route it should be already, we aren't really too far apart in what we actually want outgoing, it's just about how we offer it and how we run things, we've cut out some services that were costing us money and we've got "modern" technology in place for our work planning and management etc. it took me 3-4 years to achieve this and we've not looked back (yet!) it's mostly our outward facing side that needs work, brand, how we market, our office... etc.I have been in this situation a number of times - the MD has final say but is also the worst person to make a call on whats needed, usually over riding creative professionals / his own marketing teams advice. Quite simply there is nothing you can do; either roll with it, or if you do take over the company make the rebrand happen then - hopefully the incumbent MD wont have run it into the ground before that happens!
I can get away with anything for the website and marketing materials provided I retain the existing logo. But doing that is like putting a Ford badge on a Ferrari...
There is another side to our works, which is new to us, I'm going to brand this in a different way and see how this goes, if it does work well then it will potentially give him more confidence to re-brand the main side as well. It's a bit harder trying to prove a point when you're starting from scratch though as it's a bit harder to build on the 30 year head start, however it will be part of the same company so at least I'll be able to target existing customers etc. See how it goes.
rpguk said:
After so long and fighting for this so hard, I would be concerned that were you to get grudging permission there will be a lot of pressure for results and you'll get the blame for any issues with the company even if they're not a result of the rebrand. Furthermore you'd be amazed at how people will cut their nose off to spite their face just to prove they were right.
Could you perhaps start a subsidiary with the new branding? Your new branding (with a new name) backed up by the existing company.
It's not going to be quite as effective as a full rebrand but will show fully if your idea has legs with a lot less risk to your fathers business.
I think you might have hit the nail on the head here. As per my last post, we have an opportunity for something that'd fit this bill, not another company, just a different service we can start offering which will fit it's own branding, my dad has no issue with this as there is minimal outlay. If I can get this doing well then he'd be more open to changing other things. Could you perhaps start a subsidiary with the new branding? Your new branding (with a new name) backed up by the existing company.
It's not going to be quite as effective as a full rebrand but will show fully if your idea has legs with a lot less risk to your fathers business.
Edited by rpguk on Monday 28th September 10:19
It sounds like the rebrand is just a focus for your dissatisfaction with his running of the company. As such, you're going to have a hard time presenting it to him without effectively saying "You've done it wrong". I can imagine his reaction (however right you may be).
So either choose to have the fight, or spend your energies elsewhere. If you want a fight, I guess the only real card you have is to say you'll leave the company and work elsewhere. If that's the case, be prepared to have your bluff called and to have a the associated family fall-out. It might not go that far, but you have to allow for it.
Otherwise, spend your energies on running a business your way and making the most of it.
So either choose to have the fight, or spend your energies elsewhere. If you want a fight, I guess the only real card you have is to say you'll leave the company and work elsewhere. If that's the case, be prepared to have your bluff called and to have a the associated family fall-out. It might not go that far, but you have to allow for it.
Otherwise, spend your energies on running a business your way and making the most of it.
We've been through exactly this scenario at work over the last couple of years.
Our MD started the company 28 years ago and has pretty much had the same image since then. The company name is outdated, the logo, the website and every other piece of marketing that we have.
We have done well because we have excellent employees, but with proper and up to date marketing we could unlock a lot more potential business.
It took a good number of months to finally get him to agree. We are now two years on from making the initial suggestion and our new identity should be launching in November which is the first month of our new financial year. Throughout the process he has been defensive about the current setup, even throwing fake obstacles in the way, such as 'we have to keep the old URL as we're not allowed to change it'.
We were consistent with our approach to him and persevering with it and at each stage gave him different mock ups of marketing materials so he felt he was ultimately deciding what's what.
The new image is much fresher, we have a new company name (old name trading as new name) that better reflects our position in the marketplace and where we should be as a technology reseller. In the end this has completely invigorated him onto the acquisition trail and we will be growing significantly off the back of this re-brand.
It ultimately depends on how you are viewed from your father. If he sees you, rightly or wrongly, as wet behind the ears then he is never going to take it on board. However if he sees you as a trusted, respected and integral part of the company then perseverance and good mock ups should get you through. You need to remember it's his baby, he's been doing this for years and people intrinsically don't like change.
If you find that he is pushing back all your ideas, try to get others involved such as marketing consultants etc that can help plant the seed. You should be able to setup meetings with a couple of agencies so he can hear their views as well as your own. Also put your competitions branding side by side with your own so he can see clearly the differences. Then put the turnover and profit figures for the last few years with yourselves and these competitors side by side, as ultimately that is the telling story.
Ultimately it doesn't matter what you think or what he thinks, it's what your potential clients think. If you can prove to him they prefer XYZ over your current setup and he still chooses to do nothing then you know where your future is.
Good luck and keep us in the loop of how you get on.
Our MD started the company 28 years ago and has pretty much had the same image since then. The company name is outdated, the logo, the website and every other piece of marketing that we have.
We have done well because we have excellent employees, but with proper and up to date marketing we could unlock a lot more potential business.
It took a good number of months to finally get him to agree. We are now two years on from making the initial suggestion and our new identity should be launching in November which is the first month of our new financial year. Throughout the process he has been defensive about the current setup, even throwing fake obstacles in the way, such as 'we have to keep the old URL as we're not allowed to change it'.
We were consistent with our approach to him and persevering with it and at each stage gave him different mock ups of marketing materials so he felt he was ultimately deciding what's what.
The new image is much fresher, we have a new company name (old name trading as new name) that better reflects our position in the marketplace and where we should be as a technology reseller. In the end this has completely invigorated him onto the acquisition trail and we will be growing significantly off the back of this re-brand.
It ultimately depends on how you are viewed from your father. If he sees you, rightly or wrongly, as wet behind the ears then he is never going to take it on board. However if he sees you as a trusted, respected and integral part of the company then perseverance and good mock ups should get you through. You need to remember it's his baby, he's been doing this for years and people intrinsically don't like change.
If you find that he is pushing back all your ideas, try to get others involved such as marketing consultants etc that can help plant the seed. You should be able to setup meetings with a couple of agencies so he can hear their views as well as your own. Also put your competitions branding side by side with your own so he can see clearly the differences. Then put the turnover and profit figures for the last few years with yourselves and these competitors side by side, as ultimately that is the telling story.
Ultimately it doesn't matter what you think or what he thinks, it's what your potential clients think. If you can prove to him they prefer XYZ over your current setup and he still chooses to do nothing then you know where your future is.
Good luck and keep us in the loop of how you get on.
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