June 23, 2021
Customer Success Story
Case Study: Rebranding of Professional Services
Our customer, a Private Label Manufacturer, serves more than 170,000 customers worldwide, locations on 7 continents, and headquarters in Germany.
With modernization and efficiency being key priorities, the USA location recently modernized their network with a state-of-the-art CRM system, advanced integrated communications and improved manufacturing infrastructures. Globally there was no basis for delivering the message to potential customers. The first step was to organize and utilize materials in one place.
All successful rebranding campaigns, whether they are a complete retooling of the corporate identity or a smaller brand refresh, will improve the way the target audience perceives the business globally. Rebranding expected results; more engagement, more followers and fans on Social Media, higher customer satisfaction, better reviews, new employee training tools.
Seamless Upgrade Solution
The team understood the task of sharing and storing marketing information in one location, easily accessible to employees and customers who needed it. Replacing all individual storage locations and collaborating with various teammates on a biweekly schedule to discuss successful campaigns and opportunities for improvement was the most cost effective way to implement a successful rebrand. International requirements meant hosting the website in America instead of Germany to drive engagement.
Hiring knowledgeable employees who fit company culture meant avoiding high costs in time, material, and labor required to install new devices, modify drawings, and commission the site, not to mention the downtime associated with such a project. To balance this expense, they looked for a solution that optimized and reused as much of the existing UX and content as possible.
One possible solution was hosting each division in their own country with corporate approved resources to choose from. This provided the security features needed for CIP compliance and can be swapped out and operational in under a week.
However, for further substation modernization, the utility wanted to harness functions like a logic platform for autonomous automation, remote HMI access and control, and automatic file retrieval and reporting. Such advanced functionality is only available through a global platform with individual pages for each division.
Engagement is one of the key metrics for rebranding success. When done correctly, rebranding will boost website and social media engagement. It will lead to more comments on the website, social media content having more shares and likes, branded hashtags being used more, and so on.
If people engage with the brand regularly, they’re likely to do business with it as well.
More Fans and Followers on Social Media
Engagement isn’t exclusively tied to social media. Customers can visit the website, leave comments on a blog, and interact with the brand offline. Still, social media platforms are so important for engagement that this benefit ties in directly with the previous one.
Not only should rebranding efforts lead existing followers to be more active, but they should also bring in more fans. All those likes, shares, retweets, and hashtags that come with the new corporate identity make the brand more visible. This allows our customer to gain influence and grow following. Once someone becomes a follower, they are much closer to becoming a regular customer or a brand evangelist.
Higher Customer Satisfaction
The logo and website were the face of our rebranding campaign, but customer satisfaction is its heart.
That is why it is paramount for a rebranding to go beyond the aesthetics. It needs to focus on the audience and put the Sales Team in a better position to answer customer needs and directly reflected in Customer Satisfaction surveys.
A key component in a successful rebrand is empathy. If we showed that as a company we understand customers’ needs and try to help, they will respond in kind. One of the ways customers can do this is by leaving better reviews.
Online reviews are the lifeblood of many businesses these days. Surveys show that 9 out of 10 consumers look at reviews before they visit a business. Furthermore, over 80% of people think that online reviews are as trustworthy as personal recommendations, and these reviews impact two-thirds of purchasing decisions.
With successful rebranding, we created an atmosphere which encourages customers to review the company in a positive light.
“The Marketing team demonstrated an in-depth knowledge of the application and use of Hosting and design UX. That knowledge, together with their advanced open minded approach and its simple configuration tool, enabled us to easily upgrade our existing UX’s with a powerful gateway that will allow us to implement advanced functionality in the future.”
~ JUS Technician Leader