If you’ve been waiting to make a fundamental change to your marketing, position or even your brand… 2017 is shaping up to be the year of the rebrand. No matter which side of the aisle you sit on, this year will go down as one where we have experienced seismic change across all our connections: professionally, socially and personally. From the election, to civil rights, to Brexit… a loss of cultural icons… the rise of the echo chamber as our prime source of information… and don’t forget Harambe!
All these portents lead to one strong consideration. 2017 may be the year of the rebrand.
Most rebrand efforts are driven by common factors: M&As, shifts in market preference, product expansion or even simply “out with the old” change. But we, as marketers, have never experienced the sort of sociological change that we have seen lately.
What can this mean to your brands?
The optimist in me sees amazing opportunity. I believe we are entering a period where a B2B brand can ride this change and make significant disruptions that would not normally be possible. Much like the honeymoon period for an executive, there will be a high tolerance for change if other things are changing anyway.
More specifically, we can use the learnings of 2016 as a dowser for 2017. Buyers are going to be looking for more “like me” connections than ever before. There is going to be a strong feeling that this is the moment… whether it’s driven by fear or anticipation, it doesn’t matter. The decision makers are going to be receptive to change in a way we have not seen before.
This will cascade to the superbrand of a company, the recruitment marketing, social platform and the internal engagement programs, in particular. Those who really had their ears to the rails throughout 2016 will already have plans in the pipeline. Those who haven’t still have time to catch up.
So back to the Rebrand of 2017. Those who have been holding off on making a dramatic shift in your company’s brand, communication style or channels… this is your moment. Don’t wait to see what will happen, and follow the crowd. Get in front of the opportunity, and do something different, now.
Yes… 2017 is really going to happen. Own it.
Eric Berrios is responsible for client strategy and client relationship at Realm Inc. in Atlanta, GA. Since 2005, he has been driving business-to-business clients towards setting and achieving their goals and gaining a stronger sense of brand purpose.