66 / ENTREPRENEUR.COM / August 2019‘TREPONOMICS SKILLSET
Muhammad Omar is the Head of Marketing at Eventtus, an award-winning digital event management and engagement tech company.
eventtus.com | @e3langi | muhmorsiYOU OWE YOUR AUDIENCE
AN EXPLANATION. PEOPLE, IN
GENERAL, DON'T LIKE CHANGE, AND
ESPECIALLY YOUR USERS. THEY GOT
USED TO A CERTAIN UI, COLORS,
LOGO, AND ICON OF YOUR BRAND.
AND IF YOU DID A REALLY GOOD
JOB, THEY MIGHT EVEN HAVE AN
EMOTIONAL CONNECTION WITH IT.your stationery, business
cards, logos on sales kits and
brochures, presentations, your
online social media accounts,
and maybe even change some
posters in your office. Lots of
brands mess up this point,
and end up with an incoherent
online presence that has both
the old and the new brand
co-existing, which, in the
end, makes you look sloppy.
Don't fall for that, and have
a clear plan from day one.
Pro-tip: create checklists of
all your resources that need
to be rebranded, use it to
track progress, and make sure
nothing gets missed.- Tell your audience why
You owe your audience
an explanation. People, in
general, don't like change, and
especially your users. They got
used to a certain UI, colors,
logo, and icon of your brand.
And if you did a really good
job, they might even have an
emotional connection with it.
Remember Slack's logo and
colors change? Lots of people
were sad or angry, and didn't
want the change, but Slack
issued an informative, nicely
written article explaining
the functional and practical
problems they faced using
the old identity, and why they
needed the change.
We followed the same path as
any great brand- we explained
on our newly redesigned
blog (which you really need
to check and subscribe to if
you are working at any role in
event creation or management
industry) why did we rebrand,
and what it was all about.
9 / Use the opportunity to go
public
You don't get to rebrand
every day- it's a big deal.
Use it well! Go public withyour rebranding project;
create a landing page for
your rebranding, be visual
and beautiful, partner with
publishers, and do a PR
campaign. Use this chance to
increase your brand awareness,
and use that platform toposition your brand the right
way. Everybody likes a good
story, right?
Another great way to use
this opportunity is what we
did here at Eventtus, which is
to present to the world a new
product! With the rebrand,
we finally got the chance to
introduce Eventtus LeadBox,
our new software solution that
grants sponsors and exhibitors
the means to drive immediate
ROI, with a simple yet valuable
lead generation tool. Doing
that helped our SEO andproduct awareness big time,
and our PR even helped us
generate leads- this wasn’t
our main goal, but hey, what a
great bonus achievement!
As you go through the
rebranding process, make sure
to keep revising your brand
manifesto as you go, ensuring
that you are on the right track
all the time, not losing sight of
what's important, and what
you actually want to achieve
with your rebranding. And
that's it. Happy rebranding,
everyone!