10 Surprises from Our Product Launch and Re-Brand
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10 Surprises from our Rebrand and Product Launch
Transcript of 10 Surprises from Our Product Launch and Re-Brand
10 Surprises from our Rebrand and Product Launch
• Formerly LogMyCalls– Re-named in May 2015– Announced $20M funding round last week
• Call Marketing Optimization– Call tracking– Deep Call Analytics– Call Marketing Automation
Who is Convirza?
Clients
Our name didn’t adequately describe our services and was not a good match for our new product.
A rebrand was necessary and now was the time.
Timeline• December 2014 – Decision to re-brand finalized
• January 2015– Agency vetting and agency chosen
• February 2015– Name and Logo chosen
• May 2015 – Site Launched– Acquired competitor (CallSource)– Re-name announcement
1. Internal Compliance and Engagement
Even in the last week leading up to the rebrand, we discovered stragglers that had missed the bandwagon.
2. The Small Things
No matter how hard we tried, no matter how many meetings we had, we knew we wouldn’t
be able to think of everything.
There would be some process, some system, some piece of content that wasn’t rebranded.
3. Choosing a New Name
Our CEO laid out some clear parameters:
• He liked Latin or Latin-Sounding Names. He also wanted the name to mean something in either English or Latin.
• We had to steer clear of names that sounded like existing products or companies (obviously.)
No one liked anything. Every Name was awful.
After several weeks of brainstorming we still didn’t have name.
The Process• Management Team - Favorites
• Company – Poll
• Executive Team Conclave
4. How Easy It Was to Get Our New Logo
Once we had our name down we needed a logo. The process was much simpler.
• First we chose a color palette.• Then we had a logo meeting with our marketing
agency.• They presented several logos that varied in type
and style.
With a few minor edits, we had our logo.
5. Defining Our Message
Our old name, LogMyCalls, did not fully encompass the power of the analytics that we offer.
The task of defining our new brand message was ESSENTIAL.
6. Old vs. New: Site Architecture & Functionality
• Adopting and paving the way for new technologies
• Leverage the most efficient and effective design to create the best user experience
Old Website View
Old Website View
Old Website View
New Website
New Website
New Website
• Creating a website that stands out• Cutting out the extra and reducing it to the best form
it could be
6. Old vs. New: Site Architecture & Functionality
Sites feel more vital and alive vs. static. Because of animation it has more dynamism and is fresh
7. Introducing the Website to Both Old and New Audiences
7. Introducing the Website to Both Old and New Audiences
• Beaver vs. New Brand
• Don’t lose the essence of the former brand while balancing a more sophisticated approach
• Bring the old audience along with you
7. Introducing the Website to Both Old and New Audiences
Interstitial - introducing the old clients to new site/brand
8. Digital Marketing:
How to Maintain and Grow Brand
Value
8. Digital Marketing: How to Maintain and Grow Brand Value
• Logmycalls.com vs. Convirza.com• Benchmark• Notify Google• Migrate Content• 301 Redirects
• Current Link Portfolio
• Competitive Analysis
• New Content – Create and Promote
8. Digital Marketing: How to Maintain and Grow Brand Value
9. Leveraging Motion Graphics to Tell Your New Brand Story
• New Brand in new channels/medians• Give the user a more immersive experience with
the new brand
10. How to Measure the Impact of a Rebrand Over Time
10. How to Measure the Impact of a Rebrand Over Time
• Web and Marketing Analytics – (28% vs. 70% Bounce Rate)
• Quality Conversions/Lead Flow• Revenue growth • Brand Engagements • Market Penetration, Value of the Brand to the
Industries Served, Awareness and consideration
