Unlocking Business Potential Through Rebranding -ts

Unlocking Business Potential Through Rebranding -ts

Should You Rebrand? Knowing When and Why

Let’s explore important topics related to business and branding and dive deep into the
subject of rebranding. Our goal is to help you answer the critical question: Should you
rebrand your company? Rebranding is a strategic decision that can have a significant impact
on your business, and it’s crucial to understand when and why it might be beneficial.

Key branding stats:

● 93% of consumers trust recommendations for goods or services from
people they know.
● According to 82% of investors, the brand name plays a significant role
in their investments.
● The basis of 64% of brand relationships is shared values.
● Employers with poor branding pay 10% higher salaries. (Job seekers
will take lesser)

General branding stats:

● Apple is the most noticeable and valuable brand in the world. (2022)
● Tesla had the largest increase in value among the top 100 global
brands in 2021. (However, their market share plunged in 2023)
● World’s most recognizable brands in 2022 in order:
○ Apple
○ Amazon
○ Google
○ Microsoft
○ Walmart
○ Samsung
○ Facebook
○ Verizon
● Employers with poor branding pay 10% higher salaries.

Recognizing the signs that it’s time for a change within company messaging to
the potential benefits and challenges that come with it.

Formed by Tiffany Sondergaard in 2019 as –ts PR & Event Planning, –ts Brand
Elevation is a rebrand itself, born from Tiffany’s genuine passion for all things media
and events – and is fueled by her keen ingenuity, vibrant originality, and strategic
thinking. “–ts” is a nod to how Tiffany signs her name – and indicates that her distinct
touch is on everything the agency creates.

On the flip side, what are some challenges and risks associated with rebranding?

How can a company minimize these risks and ensure a successful transition?

ts: Challenges include potential loss of brand equity and confusion among existing customers. When
Coca-Cola introduced New Coke in the 1980s, it faced backlash from loyal customers. To minimize
risks, companies should conduct thorough research and involve key stakeholders. Nothing wrong with a
focus group. I have 3 children ranging from 18 – 8. They are my first line of defense so to speak when I
am developing concepts; second is my peer group of professionals and entrepreneurs from here in the
Lehigh Valley to California. My mom is in there too somewhere. Moms and kids don’t sugarcoat.

Having held creative and management roles within major New York marketing
communications and public relations firms, Tiffany now applies that experience and
insight for the benefit of her clients here in the Lehigh Valley. Career highlights
include the design and execution of national publicity campaigns, strategic marketing
communications programs, and innovative product launch events for myriad clients
including …

 Bath & Body Works
 Bioré
 Curél
 Procter & Gamble
 Reebok International
 TOMY
 Vestra Financial Partners
 Cornerstone Asset Management
 Gross McGinley
 4x Olympian Joetta
 Sweat Like a Brand creator, Heather Gidusko
 Greene Marketing

What are some common signs that a company should consider rebranding? Are there
specific indicators that businesses should be on the lookout for?

ts: Signs can include shifts in the market, changes in target audience preferences, or an evolution in the
company’s values. For example, when Apple transitioned from Apple Computer to Apple, it reflected a
broader focus beyond computers to include products like the iPod and iPhone. Dunkin Donuts did the
same by dropping Donuts; their coffee became more profitable than their donut business and so they
shifted their messaging to accommodate.

Rebranding can enhance relevance, appeal to new audiences, and differentiate from competitors. An
example is Old Spice, which successfully rebranded its image from a traditional brand to a more modern
and edgy one, resulting in increased sales and market share.

Key takeaways include a thorough understanding of the current brand, clear objectives, effective
communication, and patience throughout the rebranding process. Who are you and who do you want
to be when you grow up? Be that.

Tiffany is also one of our Network-wide monthly Sponsors: Visit her Website