Choosing a new name, logo and colors is only the tip of the iceberg. There is a MASSIVE amount of work that goes into a successful re-brand — and it all begins with lots and lots of planning.
This post outlines our approach to the re-brand from LogMyCalls to Convirza, the biggest challenges we experienced and the future of the brand.
We made a comprehensive list of everything we thought we needed to do to re-brand the company. This was on a Google Doc. And as the days went by, the list got longer and longer.
It was a long list.
It required absolute coordination between departments and divisions. (Keep in mind this was all happening as we were acquiring the division of CallSource).
And…we started working through the list. The target date for launch was May 18. We would then have our official coming out party at Ad:tech San Francisco on May 20-22.
In addition to the obvious things like creating a new site, new social media profiles, and getting new email addresses, there were a host of other things that needed to happen:
– Create all new sales collateral including videos, documents, and help sheets
– Migrate old White Papers, blog posts and case studies over to the new URL and create new material
– Get new swag, a new trade show booth and HR material
– Create a PR and communications strategy for customers, prospects, employees, and media
It was quite an undertaking.
Not every aspect of the re-brand was fun. It was a challenge. In an effort to assist you if you re-brand a company in the future, we’ve compiled a list of the most significant re-branding challenges.
1) Knowing You Won’t Think of Everything – No matter how hard we tried, no matter how many meetings we had, we knew that we wouldn’t think of every place where the name LogMyCalls appeared. We just wouldn’t. There would be some process, some system or some piece of content that wasn’t re-branded.
2) Emails and Google Apps – Our entire business is wrapped into Gmail and Google apps. All of our logins etc. All of these things are so intertwined into our old URL, that transitioning all of it into our new Convriza.com URL was a mammoth undertaking. It required getting departments (IT and Dev) that didn’t have as much vested interest in the re-brand, to care about the re-brand.
3) Timing – Getting everything done is one thing, getting everything done on the exact same day is another thing. For example, you can’t launch your company LinkedIn page before the company website exists. You can’t launch the new email addresses before the new website exists. And you can’t start telling customers until the new website exists. Timing every process to finish at the exact same time took a significant amount of effort and coordination.
4) Communication – As with any project, communication was key. We had daily scrum-style meetings with employees to ensure that we were on schedule with everything that needed to happen.
5) Last Minute Changes – Companies are not democracies. And so when the CEO or VP of Marketing decide, at the last minute, to make a change, you make a change. It may jeopardize an element of the project, but the change gets made.
6) PR – If a company changes its name in a forest and no one hears it, did it really happen? Trying to craft a cogent PR strategy in the midst of utter chaos was a real and significant challenge.
7) Weaning the Old-Timers Off the Old Name – New employees don’t have a hard time with change. The name change wasn’t a challenge for them. But for employees that have been with the company since 2010 and had personal accounts, platforms, and processes interwoven with @logmycalls and @contactpoint.com email addresses, change was much harder.
8) Be Unique…but Not Too Unique – This was a surprising challenge. We obviously wanted to stand out in the marketplace. Our colors and our tiled website design help us do that. But we also wanted to make sure that someone could immediately recognize that we’re a B2B SaaS provider upon arriving at our site. We wanted it to be obvious. Because there is certain expectation a site visitor has when they arrive on a B2B SaaS site. They want it—subconsciously perhaps—to look a certain way. So, you can be unique, but you can’t be too unique.
Convirza is here to stay. With the acquisition of a big chunk of CallSource and renewed focus on deep call analytics, we are poised for substantial growth.
You’ll hear a lot more from Convirza in the days, weeks, and months ahead.
Stay tuned and make sure you are analyzing your phone calls.