0:00
your pipelines stall, your campaigns aren’t converting, and then some genius
0:04
in the room says, “Hey, I think we need a rebrand.” No, you don’t. Look, a
0:09
rebrand won’t fix a broken go to market strategy, and it won’t fix unclear
0:13
positioning, and it definitely won’t fix campaigns that are not converting in the
0:16
pipeline. But you know what it will do? It will burn 6 months in a $4 million
0:20
budget. Here’s the pattern I see constantly. Marketing’s under pressure
0:24
to hit these pipeline targets and then leadership start asking the hard
0:28
questions and instead of diagnosing the problem, somebody comes up with this
0:31
genius idea that hey, we need to rebrand our logo. So, you hire this brand agency
0:35
that tells you what every other brand agency is, which is they do an audit,
0:39
they tell you your colors are wrong, your messaging is outdated, and you need
0:41
to update your logo. And then 6 months later, you have a new website, you got
0:45
new colors, and a new tagline within the same pipeline issue that you started
0:49
with. And that’s because a rebrand doesn’t actually fix what’s broken. And
0:52
to be honest, most of the time it’s not the rebrand. It’s one of three things.
0:56
Number one, you’re not clear on who you for. You’re trying to sell to everyone
1:00
and your messaging resonates with no one. Secondly, you’re solving the wrong
1:04
problem. Your campaigns are driving traffic to the wrong offer at the wrong
1:08
stage to the wrong audience. A new logo can’t fix that. Thirdly, you’re not
1:12
measuring the right excuse. Thirdly, you’re not measuring the right things.
1:17
You’re optimizing for clicks, impressions, and MQLs when you should be
1:21
optimizing for SQL and pipeline dollars. And a rebrand doesn’t fix these metrics.
1:25
It just distracts you from the ones that actually matter. When a client comes to
1:28
us and they’re talking about a rebrand, we ask them three simple questions. One,
1:32
can you clearly articulate who your ICP is and what problem you’re solving for
1:37
them in one sentence? And if you can, that’s your actual problem, not a
1:41
rebrand. Secondly, are your campaigns aligned to the buyer’s journey? Are you
1:45
creating net new demand where it doesn’t exist or just capturing it where it
1:48
does? If you run a top offunnel creative to a bottom offunnel audience, a rebrand
1:53
won’t save you. And third, what metrics are you actually trying to move? Because
1:57
if it’s brand perception, we need to talk. Look, I’m not saying rebrands are
2:02
always wrong. If you’re going through a merger or your product has fundamentally
2:06
changed or really doesn’t feel like the brand anymore, then sure, just do your
2:10
rebrand. But if you’re doing this rebrand because your campaigns aren’t
2:13
working, then that’s just avoidance. You’re trying to treat the symptoms and
2:16
not the actual root of the disease. So before you kick off this rebrand, ask
2:20
yourself this question. Is it truly a brand problem or a strategy problem
2:24
disguised as brand? Because one of those will cost you 6 months and a4 million.
2:28
The other one you can fix this quarter. So choose wisely.
View Transcript
0:00
your pipelines stall, your campaigns aren’t converting, and then some genius
0:04
in the room says, “Hey, I think we need a rebrand.” No, you don’t. Look, a
0:09
rebrand won’t fix a broken go to market strategy, and it won’t fix unclear
0:13
positioning, and it definitely won’t fix campaigns that are not converting in the
0:16
pipeline. But you know what it will do? It will burn 6 months in a $4 million
0:20
budget. Here’s the pattern I see constantly. Marketing’s under pressure
0:24
to hit these pipeline targets and then leadership start asking the hard
0:28
questions and instead of diagnosing the problem, somebody comes up with this
0:31
genius idea that hey, we need to rebrand our logo. So, you hire this brand agency
0:35
that tells you what every other brand agency is, which is they do an audit,
0:39
they tell you your colors are wrong, your messaging is outdated, and you need
0:41
to update your logo. And then 6 months later, you have a new website, you got
0:45
new colors, and a new tagline within the same pipeline issue that you started
0:49
with. And that’s because a rebrand doesn’t actually fix what’s broken. And
0:52
to be honest, most of the time it’s not the rebrand. It’s one of three things.
0:56
Number one, you’re not clear on who you for. You’re trying to sell to everyone
1:00
and your messaging resonates with no one. Secondly, you’re solving the wrong
1:04
problem. Your campaigns are driving traffic to the wrong offer at the wrong
1:08
stage to the wrong audience. A new logo can’t fix that. Thirdly, you’re not
1:12
measuring the right excuse. Thirdly, you’re not measuring the right things.
1:17
You’re optimizing for clicks, impressions, and MQLs when you should be
1:21
optimizing for SQL and pipeline dollars. And a rebrand doesn’t fix these metrics.
1:25
It just distracts you from the ones that actually matter. When a client comes to
1:28
us and they’re talking about a rebrand, we ask them three simple questions. One,
1:32
can you clearly articulate who your ICP is and what problem you’re solving for
1:37
them in one sentence? And if you can, that’s your actual problem, not a
1:41
rebrand. Secondly, are your campaigns aligned to the buyer’s journey? Are you
1:45
creating net new demand where it doesn’t exist or just capturing it where it
1:48
does? If you run a top offunnel creative to a bottom offunnel audience, a rebrand
1:53
won’t save you. And third, what metrics are you actually trying to move? Because
1:57
if it’s brand perception, we need to talk. Look, I’m not saying rebrands are
2:02
always wrong. If you’re going through a merger or your product has fundamentally
2:06
changed or really doesn’t feel like the brand anymore, then sure, just do your
2:10
rebrand. But if you’re doing this rebrand because your campaigns aren’t
2:13
working, then that’s just avoidance. You’re trying to treat the symptoms and
2:16
not the actual root of the disease. So before you kick off this rebrand, ask
2:20
yourself this question. Is it truly a brand problem or a strategy problem
2:24
disguised as brand? Because one of those will cost you 6 months and a4 million.
2:28
The other one you can fix this quarter. So choose wisely.
