The Real Deal in the Digital World: The Art of Rebranding

By Tink Taylor | 28 Feb 2019

Rebranding is just as important in today’s e-commerce climate as it has been in bricks-and-mortar retail over the last century. Tink Taylor from dotdigital looks at the rebranding process, detailing how he modernised his own company’s image.

Rebranding is considered one of the major turning points of any business. Subsequently, companies rebrand for various reasons including new leadership, a new target audience, and a new company vision. However, no matter the end goal, rebranding is a bigger deal in today’s digital world than ever.

Previously known as dotmailer, we’ve now rebranded as ‘dotdigital’ to incorporate the growth of our wider digital marketing services and transforming customer landscape.

So, what is the best way for companies to shift their brand in order to effectively communicate with today’s customers, while also minimising a divided reception? Read on, as I share my thoughts around the most effective methods for shifting branding, while retaining stakeholders and customers alike.

Why Rebrand – the Reasons Behind the Change in Name

The first and foremost question for any rebranding is why – why rebrand at all? dotdigital is a prime example of how rebranding has caused positive influences on our business plan, market, and model. So why did we decide to transform ‘dotmailer’ into ‘dotdigital’?

dotdigital embarked on a mission to rebrand when we realised that the name dotmailer no longer encompassed everything that we do. We started by looking at the limitations and shortcomings of the current branding and found a consistent problem: our name inhibited our customers from discovering our diverse range of features and channels. This was our challenge. We needed a new brand that was streamlined and futureproof. So with the aim to make it easier for consumers to know exactly what we do, while carrying over the recognition and programs that the brand had built across the MarTech industry, we started our journey towards a new brand.

Ultimately, we were able to recognise that rebranding is a process of changing what people see and think when they look at your business’ marketing efforts. As such, many organisations choose to use customer data to evolve in order to suit their customers’ needs. In our case, by including this element of transparent movement, we are also able to demonstrate our steadfast commitment to innovation. This communicates to the customer, that your brand is never content with resting on its laurels and is always striving towards a new platform evolution.

What Does Rebranding Really Change?

For us, rebranding meant enhancing our company’s connection with our audience. However, before you embark in this journey, it’s important that employees and customers understand why the brand is changing.

In light of this, we ensured we communicated throughout the process what type of changes were going to be implemented and whether they would cause internal or external consequences. Transparency on key learnings, research and development, and future goals ensured a seamless transition, especially if a comprehensive customer service protocol is accessible and responsive to Q&As.

For example, dotdigital prioritised sitting down with teams across the business and brainstormed ways the new brand could evolve to reflect the advanced tactics customers were employing using our platform. Time and again, we saw customers were being driven by the need to genuinely connect and engage with their own audiences. In the constantly shifting world of marketing, long-lasting relationships are the key to success. However, it is vital to note that dotdigital had rebranded to better reflect existing technology and did not focus on creating an entirely new system for a new logo.

What the Future Holds 

Any change in business should come from a place of wanting to create a positive impact, whether you’re attempting it for the first time or the fifth. Ultimately, every business grows with time. They add new products or services to their profile, explore new markets, and want to address a different set of customers. All these developments require companies to come out with rebranding tactics; whether it’s a visible change or just an internal adjustment.

The dotmailer logo (the target) represented a single outcome – one email sent to one customer. That’s no longer what dotdigital customers are doing. They’re automating, segmenting, and personalising across email, mobile, ads, and SMS. They’re connecting with their e-commerce platforms, CRM, and offline systems in physical stores. With this rich data, dotdigital recognised that rebranding is to be very customer-aware and at the heart of any successful rebranding strategy is the customer. It’s not about what you’re selling, it’s about who you’re selling to.

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