This is an encouraging story of a small business doing big marketing. Not massive marketing. Not ground breaking marketing. Jut good solid marketing following a tried and tested process of getting clear on your brand first, establishing clear messages around what they do and then applying the outcome of that clarity to all future touch points – business name, stationary, signage, website, imagery, social media channels and so on.
Following this process results in:
- The transformation of a business (rational) in to being a brand (emotional).
- A brand that truly represents the owner’s vision for their business.
- A brand that looks the part.
- Consistency across all touch points.
- And most importantly, a new found enthusiasm for the business which transfers across to all staff, clients, suppliers and the extended business family.
The business that has just been through this transformation is Caboodle Financial Services … previously known as Delta Group. What a difference already, huh?!
It’s owner, Peita Dimantidis, recently attended a marketing keynote I gave in Sydney, did a whole lot of reading and then (and most importantly) took a whole lot of action. Swift action without hesitation. As I always say …. action creates reaction. That’s where the magic lies.
If you’re thinking a rebranding of your existing business is in order, then take a listen to how Peita went about it.
Here’s how Peita described the birth of Caboodle from the ground up:
So, the new name and ‘identity’ was done for us by the clever kids at Canvas Group, a graphic design house. They then did the business cards & letterhead, and also came up with icons or ‘stickers’ for us to use on our materials. In fact we are working towards coming up with cute quotes like ‘Get your kit sorted’ to have on stickers to use on envelopes instead of getting the envelopes printed. This lets us use the one we feel is most appropriate for the client.
We then took this and went a bit berserk using the tools you had given us:
- The Facebook page was first, via a design contest on 99 Designs ($100 I think)
- I then used the same designer to come up with the Caboodle TV background for YouTube (I provided them with the icons Canvas had done as direction)
- I ordered the lego intro video on Fiverr ($5)
- I then also got the same designer to do the web banner along the top of our website ($200 incl Caboodle TV background)
- The remainder of the website I did myself in Squarespace ($20 a month)
- The videos of me I edited in iMovie from a video Vanguard did of me last year
- The images of the team on the website were done by Jemore Santos who we had for a whole day do both inside more normal business shots as well as the outside crazier ones!!
PLUS in this episode I give an update on what’s happening with my last guests dream of getting a date with Kylie Minogue; and I’ve found out why Seth Godin declined to come on The Small Business Big Marketing Show (and it’s encouraged me to not give up). I think he misinterpreted what my show was all about … and my role in the mix.
Links & Resources Mentioned In This Episode.
Netregistry – Check out these three exclusive packages for SBBM Listeners. Each one designed by myself and Netregistry to help get your online marketing sorted.
Peita’s website: Here’s the new Caboodle website.
Put your business under the Small Business Big Marketing Spotlight and watch your marketing boom.
The marketing keynote I gave was similar to this one, although it went for an extra hour!
Here’s my new website promoting me as a marketing speaker.
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10 thoughts on “#129 How to rebrand a business.”
Hi Timbo,
Great podcast which has started quite a discussion on the BizSugar community. Key questions might include: How do you know it’s time to rebrand? What should your goals be when rebranding? How do you go about figuring out your new brand strategy. Thanks to Martin Lindeskog for sharing this.
Hi Timbo,
Great podcast which has started quite a discussion on the BizSugar community. Key questions might include: How do you know it’s time to rebrand? What should your goals be when rebranding? How do you go about figuring out your new brand strategy. Thanks to Martin Lindeskog for sharing this.
Thanks Heather. Yes, I’ve seen the discussion over at BizSugar. Love it. And some great questions being raised. I might ask Peita, my guest, if she’d answer some of the questions you raise in regards to her business rebranding.
Thanks Heather. Yes, I’ve seen the discussion over at BizSugar. Love it. And some great questions being raised. I might ask Peita, my guest, if she’d answer some of the questions you raise in regards to her business rebranding.
Heather,
More than happy to respond!
Our business is going through a rapid growth stage and as part of our client engagement strategy we started to get a much better handle on who we are and what we do.
When that light bulb went off, it became very clear that our old brand simply didn’t reflect that. We had been trying to build an engaging website for some time and really struggled, and I think this was probably a symptom of the wrong brand. This was of course massively influenced by the little catalyst of Timbo whose session I went to crystallised a whole lot of this thinking for me.
As to our goals – we wanted something that was a clear representation of our ‘voice’ and therefore gave us license to show our personality in our client letters, emails and other comms. My industry, Financial Services, is approached in such a dry fashion, and I think this can cause a massive barrier between the client just doing something with you or them engaging well with their finances and really getting it.
As to figuring out the new brand, we are blessed with having a great graphic design house we work with – Canvas Group – who have really taken the time to understand our business and our voice and they responded in what they came up with in the name and the look and feel.
I hope this helps! Happy to give more feedback or insights.
Heather,
More than happy to respond!
Our business is going through a rapid growth stage and as part of our client engagement strategy we started to get a much better handle on who we are and what we do.
When that light bulb went off, it became very clear that our old brand simply didn’t reflect that. We had been trying to build an engaging website for some time and really struggled, and I think this was probably a symptom of the wrong brand. This was of course massively influenced by the little catalyst of Timbo whose session I went to crystallised a whole lot of this thinking for me.
As to our goals – we wanted something that was a clear representation of our ‘voice’ and therefore gave us license to show our personality in our client letters, emails and other comms. My industry, Financial Services, is approached in such a dry fashion, and I think this can cause a massive barrier between the client just doing something with you or them engaging well with their finances and really getting it.
As to figuring out the new brand, we are blessed with having a great graphic design house we work with – Canvas Group – who have really taken the time to understand our business and our voice and they responded in what they came up with in the name and the look and feel.
I hope this helps! Happy to give more feedback or insights.
Tim, another great episode. Regarding Seth, I agree with you that you do definitely have personality and an opinion. You’re not ‘just a reporter’, but a good interviewer. A good interviewer makes a conversation with an expert much more useful to the audience than, as Seth would put it, the expert ‘just showing up’. So keep on going with this worthy project to get him on your show.
Another tip from an interview he did (perhaps with John Lee Dumas at entrepreneur on fire), was that Seth is focussing on his existing tribe. He’s not actively seeking to increase it. I’m not sure what this means when thinking about what’s in it for him to be on your show, but something else to consider nevertheless.
Excitedly awaiting the announcement that you’ve secured an interview. Matthew Cutler-Welsh
Tim, another great episode. Regarding Seth, I agree with you that you do definitely have personality and an opinion. You’re not ‘just a reporter’, but a good interviewer. A good interviewer makes a conversation with an expert much more useful to the audience than, as Seth would put it, the expert ‘just showing up’. So keep on going with this worthy project to get him on your show.
Another tip from an interview he did (perhaps with John Lee Dumas at entrepreneur on fire), was that Seth is focussing on his existing tribe. He’s not actively seeking to increase it. I’m not sure what this means when thinking about what’s in it for him to be on your show, but something else to consider nevertheless.
Excitedly awaiting the announcement that you’ve secured an interview. Matthew Cutler-Welsh
Thanks Matt … It fascinates me that Seth appeared on John’s podcast – as John really does just show up and ask the set series of questions he has. I like the guy and he’s doing ana mazing job (prolific in fact), but he really does show up. Any way, I’ll not give up … I just need to find the right headspace to put together my next charge forward! Thanks for the kind words about this episode BTW.
Thanks Matt … It fascinates me that Seth appeared on John’s podcast – as John really does just show up and ask the set series of questions he has. I like the guy and he’s doing ana mazing job (prolific in fact), but he really does show up. Any way, I’ll not give up … I just need to find the right headspace to put together my next charge forward! Thanks for the kind words about this episode BTW.