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Winning strategies

Marketing Solutions sponsored by BASF

Four ways to make rebranding a success.

| July 9, 2014

When Elite Landscaping Co. became Milosi Inc., it didn’t happen overnight. Once the decision was made, a big marketing and communications plan was the next step. Here are some of the ways Milosi made the transition a smooth one:

1) Communicate quickly. Owner Taylor Milliken sent out letters and emails as soon as the decision was made, and engaged customers and staff. The company was open and honest in explaining the reasons behind the change and took the time to answer questions.

2) Use social media. Milosi started posting the new logo, shirts and vehicles to Twitter and Facebook to get customers acquainted with the look. They also advertised their ribbon cutting ceremony and shared photos of the event to keep the brand in front of clients.

3) Stay familiar. Since Elite Landscaping Co. already had a strong brand, some elements were incorporated into the new Milosi logo like the red color and leaf icon. To ease the transition, the company also used the temporary tagline, “an elite landscaping company,” on materials.

4) See the silver lining. Rebranding is a lot of work, but it’s also a great opportunity to improve your business. Milosi took stock of what customers liked and didn’t like, and management is now working on a new vision statement to keep the brand on track.

To read more about the transition, see Rebrand the right way.

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