Rebranding fever 2010

2010 is just around the corner and with it come all kinds of warm reflections time and great strategy advice about what we should be doing and what we should avoid.

RebrandingDecember was full of rebranding projects. We helped 10 brands – most of which with over a decade of history – to start the New Year with rebranded identity and websites (links and case studies coming soon).
After thousands of answered question concerning their brand strategy, web architecture, site structure, layout, design, content, ranking, long-tail keyword clusters, tags and gadgets…in the end of the day the formula of industry perfection, profit explosion and business optimization is brilliantly simple and repeatable:

   80% quality traffic share
+ 80% customer’s mindshare
= 80% marketshare

Not only to survive, but to grow and thrive the highly challenging “downturn” economy, we need a systematic approach and focus to identify the current values and capitalize on new opportunities, far ahead of the competition.

So, what will work for 2010 is absolutely the same top 10 trends, which worked perfectly in the last 3 years:

Brand strategy – a clear and solid foundation for your sales. Leverage all channels and maximize your current resources and business growth activities with measurable, brand performance metrics.

Innovation – creative thinking, mindmapping, drawing, playing music – one hour a day, away from the stressfull  office meetings and negotiations.

World-class design. Good design means clarity, clearly differentiated value proposition, performance, function and service, sales and trust. Quality in products, customer experience and content is the king. Brand reputation through word-of-mouth – the queen. Satisfied customers – the key to repeat business.

Budget & time to cut operating costs – everything which helps to cut costs and improve performance. Focus on what you do best and outsource the rest. The core fundamentals – strategy, KPI’s and most profitable customers. Outsource areas that are not your business’ core competencies. Let the experts do the work. They are better, faster and more cost-effective.

Digital media as the main channel for reaching your customers. Web & mobile are now mainstream, faster, cheaper and easier to target your perfect customers with immediate, real-time and measurable results.  Forget print and postage delays and fees. Go wireless, invest in digital and grow organic.

Reach the top of the Search. 1.3 Billions of indviduals are searching for a specific need every day. If you are not found by your target audience on the first page of Google, you don’t exist. Being on the top leads to serious sales. Digital users research and digg before they buy. Leverage Web 2.0 tools to allow the customers to engage, share, follow and become fans of the brand. Get the best brand awareness, market research and real-time knowledge about your customers for free! Local or global – search engine optimization and top ranking are sophisticated, time consuming and change on an hourly basis, so better outsource them to an expert.

Build the Brand. Top companies make absolutely certain that brand is a central management principle, the platform on which your customers make their buying decision. Any time  they touch the brand via any channel, it must consistently and credibly communicate its promise and value.

Move to the SaaS cloud, digg the CRM Database. Make sure your have a detailed platform, deeply integrated with all brand channels and Web 2.0 interfaces.The new world of permanently online, social & knowledge hunting communities provides you with endless opportunities.

Leverage the good old analytics – we define and measure progress toward critical organizational goals,  offline and online metrics, established in the strategy. Try and improve – new layouts, design, titles, copy, meta… Only  results matter.

Wherever you are, enjoy your holidays! Cheers for a great 2010!