Luckily, these are questions that have answers. If you research your target market, changes in your industry and the competition, you can make a thoughtful decision about the future of your brand. You may find that a rebrand is exactly what your business needs to position itself as a leader in the industry. This can be especially true for technology businesses since trends change so quickly.
Recently, Buddingh & Associates was selected to help AIRbaud, Inc navigate the rebranding process. AIRbaud is the largest fixed wireless internet service provider in Northwest Indiana, and offers service in Illinois and Indiana. The internet provider came to us when looking for a new strategy to grow their business. After researching the industry and their competitors, it became clear their brand was no longer relevant. The name AirBaud was out of date. "Baud" was a term that people used to use to describe modem speed, and it was quickly becoming a technological relic. To today's customer, a "baud" had no relevance, so neither did AirBaud.
Buddingh & Associates searched out a new name for the company that would not only be relevant to the brand, but to current and future customers. After brainstorming several ideas, we found one that would tell customers not only what the company does, but who they are as well. The new name, Surf Air Wireless did just that. 'Surf Air' would tell customers about the ease and speed of the internet and 'Wireless' helped bring the mode of delivery into the name in an up-to-date way. It was the perfect fit. The new name was accompanied by a surfboard logo, something sure to make this company stand out in the Midwest market. Choosing a unique name and logo helped stretch the rebranding budget by helping the new brand stand out in the crowded marketplace.
We made sure that the brand could have a presence in the market, that URLs and trademarks were available and that it wouldn't be duplicating an existing brand. We knew we had found the perfect new brand, and were so confident we chose to present only this option to the company.
The new name better represented the internet provider's mission to bring customers the highest level of service and performance and sets them apart from the rest of the industry. We created various marketing materials and utilized different channels to announce the name change to customers and industry professionals. Additionally we oversaw a complete website redesign (www.SurfAirWireless.com) that plays off the surf theme and strengthens the brand identity.
In order to be sure our rebranding efforts would result in maintaining current customers as well as bringing in new ones, we helped to expand the pricing levels based on customer and competitive research. We also gave the pricing levels surf theme names such as "Wave Rider" and "Surf's Up".
While the decision to rebrand can be difficult, often times the improved image helps the business attract attention and new customers - just be certain your current customers know that the service and products they enjoy will only be getting better with the rebrand!
If you would like more information on rebranding, please contact us at www.BuddinghAssociates.com.
David S. Buddingh is founder and partner in Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact him at (630) 961-4504 or visit www.BuddinghAssociates.com.