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How have you rebranded?

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September 1, 2020
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September 1, 2020
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Photo of Roxana LovrekovicOffline
Roxana Lovrekovic

Hello!

Rob Howell at Home Instead is preparing for an entire organizational rebrand to more accurately reflect their business. As a result, he's been tasked with objective of evaluating every single location on the site that has the company title, "Home Instead Senior Care," for updating to, "Home Instead." Reporting has helped shed some light on this, but it doesn't pick up on every single location or reference to it in the site. 

We're curious to know how other organizations have rebranded in the past? What sort of strategies have you enacted to eliminate or reduce old branding and refresh it to the new? Any thoughts and guidance is greatly welcome!

Sincerely,

Roxana Lovrekovic & Rob Howell  

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Photo of Jocelyn FlintOffline Jocelyn Flint said 3 years ago
We are actually doing this right now with one of our product names. The old product name (Journeys) is all over our digital workplace and we need to update it. To move forward, we're planning the initial sweep based on search reports, as you mention. After that, to get the outliers, we are toying with the idea of asking users to help out. We might put team leads in charge of a certain area of the workplace (a group of pages or spaces) and let them hunt for instances. We also thought about having a contest where the team that finds the most instances of "Journeys" gets a prize. We will probably create a forum channel where you can post if you find an instance, and then we can mark it as resolved once we've taken care of the edit.


We haven't moved forward with any of this yet, so these are just preliminary ideas I thought I'd share. I, too, would welcome insights from others! 

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Photo of Thomas RyanOffline Thomas Ryan said 3 years ago

Jocelyn Flint - having users do a scavenger hunt to track down the outlying and hidden elements to earmark for rebranding is ABSOLUTE genius!!! If being this playful is in line with company branding I would say there is no better way to do it. If branding is a little bit stiffer, the idea of having sweep teams based on matter experts is a rock-solid route to take. 

Sidenote - whoever participates in this exercise (fun or SME) would make excellent candidates for beta testing and surveying of your DWP later. 

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Photo of Jocelyn FlintOffline Jocelyn Flint said 3 years ago

Tom Ryan Thanks so much! Yes, I think we will move forward with our "Stop the Journey!" contest. A contest like that is very much in line with our culture. Great suggestion to mark the winner/superusers as candidates for beta testing later on.

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Photo of Brian McIlraveyOffline Brian McIlravey said 3 years ago
Hey Rob Howell I will also do some digging for you. I know a few brands have recently gone through some re-branding as well. I'll get back to you on here.

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