In a recent post, I spoke about the similarities between working in PR and working in supply chain management. The re-distribution company that I work for recently unveiled, internally what the company’s new name would be. Only now can I write about the new company name as the news is now public. When clients don’t know all the services you offer as a company, it becomes a problem with future loss of sales involved. It’s also a disservice to your clients as they have to do extra work to find alternatives outside of your company.
There are several other reasons why a company may need to re-brand themselves:
• New Company Name/Ownership
• New Services/Re-positioning/Simplifying
• Outdated Logo – example: Apple logo change from 1976 to 1977
• Change in Ownership
• Bad reputation
• To Remain Relevant – Even a subtle change to keep up with the times can be powerful: see logo changes over the years for Facebook, Google, Instagram, McDonald’s
The re-distribution (re-D) company I work for joined forces with a freight management company right before I became a team member. They became one company, ITI-FAC, however it wasn’t always a cohesive bond when it came time to offer other, and sometimes multiple avenues of solutions. Over the last few years we learned that there were opportunities that we were missing out on to provide to our customers. It became a hassle trying to explain to a customer we could also provide another selection of services to aid them in what we already do for them. Re-branding was long overdue!
Now I invite you to visit the new Kinexo website. Let me know what you think of the new website and new name.
I also invite you to look at one of my favorite re-branding articles to understand why some re-branding efforts failed compared to others companies.