the art of re-branding the art of re-branding 08.24.09 | IABC - Ft. Worth Chapter Katherine Blachly Director of Marketing, SRS Real Estate Partners
The Art of Rebranding
Dec 24, 2014
Presentation given to the Fort Worth IABC chapter. The focus was on my experience changing a company name and the marketing and communication strategy involved in doing it. I had fun with the crowd with the first slides to show different companies that had recently re-branded and changed their logos.
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the art of re-branding
the art of re-branding08.24.09 | IABC - Ft. Worth Chapter
Katherine BlachlyDirector of Marketing, SRS Real Estate Partners
the art of re-branding
A Branding Quiz
the art of re-branding
What is a brand?• More than a logo• All encompassing• Culture, products, people
the art of re-branding
What is re-branding?• Take your current brand to another level• Common during down economic times• Evolution through advertising
– Chick-fil-a– The Shack
the art of re-branding
Why re-brand?• No longer can use the name/logo• The name/logo has a negative connotation• The name/logo is no longer relevant to
business strategy• Merger/Acquisition• Anniversaries
the art of re-branding
the art of re-branding
the art of re-branding
SRS Real Estate Partners• Formerly Staubach Retail Services• Largest retail real estate firm in the US• Based in Dallas with offices in every major
market• Retail real estate only
the art of re-branding
the art of re-branding
Why the name change?• JLL/TSC Acquisition• Staubach Retail/Staubach Confusion• Conflict of interest• Retail only focus• Position for “up” economy
the art of re-branding
The Communications Plan• A re-branding, not a name change• Quick execution of strategy• Minimal PR/Media strategy
the art of re-branding
Re-branding TimelineJanuary 8 - BOD decides final logoJanuary 15 - Legal review; draft of
communications materialsJanuary 21 - Unveil new logo and plan to
senior executivesJanuary 22 - SRS Real Estate Partners is born
the art of re-branding
January 22 Announcement Timeline10:30 am - Graphics powerpoint is emailed to market leaders11:00 am - Company-wide announcement call11:30 am - Internal email from CEO and Board Chairman11:45 am - Internal email from Roger Staubach12:00 pm -
• External email from CEO to clients• staubachretail.com changes coloring and information• srsre.com goes live with splash page for transition• Receptionists begin answering “SRS Real Estate Partners”• Call top clients personally
1:00 pm - Media release sent1:30 pm - Intranet updated with new look3:00 pm - Media release sent to clients, competitors
the art of re-branding
The Day After• Voicemail• Email addresses• E-signatures• Client letters
the art of re-branding
And, the weeks following• Key facts• Collateral changes• Ads for advertising campaign• Internal memos, meetings
the art of re-branding
Re-branding Challenges• Every company is different• Leadership plays a vital role• Unique circumstances• Timing is crucial• Research is the fundamental component
the art of re-branding
Key Points for Re-branding• Communication!• Change is hard• On-going for at least a year and a half• Keep using formal name for at least a year• Keep educating media• Keep educating internally
the art of re-branding
Thank you!
Katherine BlachlyDirector of Marketing | SRS Real Estate Partners
[email protected] | 214.560.3259
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