Wide Strategy has recently undertaken a rebranding project for a new client; FLY ME TO THE MOON travel, a DMC specialising in bespoke individual and team travel design. FLY ME TO THE MOON, which focuses on Greece as a destination, decided to expand into corporate travel and off-site meeting design and execution. In lieu of this change, they sought Wide Strategy’s help as they embark on a campaign rebranding strategy. We want to share the basic outline of our 5-step roadmap with you, as we look back on the experience.
1.Define Scope & Communications Objectives
The first stage of your project will be to brainstorm your overall campaign vision. At this stage you are to identify exactly what it is you want to change about your brand – whether that is adding a new service offering, changing the look, feel and voice of your brand identity, or repositioning yourself in the market in a more targeted manner. You will also be mapping out and evaluating the different B2B and B2C marketing strategies you may pursue to achieve this goal, as well as tentatively mapping your campaign budget.
2. Competitor Analysis
An important part of your strategy is to research competitors within the relevant industry. You need to observe and understand the market universe and highlight what fits best with your skills, capabilities and offering. It is useful to understand what other players there are in the sector so you can set yourself apart from the rest.
3. Field Research
When embarking on a new business or branding strategy, it is helpful to gain some feedback to ensure that your are on the right track. We created a questionnaire in order to gain an understanding of how people and companies view DMCs, corporate retreats, and travel to Greece more generally. You can use online survey platforms such as Pollfish or Survey Monkey to this end. We also created personalised interview questions to send to industry specialists who would be willing to offer some guidance and constructive criticism.
4. From Strategy to Creative Rebranding
Once we had gathered all the relevant information, we synthesised the strategic components and began the stage of rebranding. This included creative team workshops, elimination of the old logo, and the creation of a slick new logo and coloring scheme. Updating the look and feel of your brand is essential in order to reflect your new strategy and keep up with current trends.
5. Communication Channels
The great thing about rebranding your company is that it gives you a reason to reach out to aspiring new audiences. While waiting for all the new brand assets to be created, we compiled a list of new, current and potential stakeholders. We identified the best working channels to approach our key stakeholders, in line with our pre-agreed marketing budget limits. The channels included direct messaging, promotional event participation, partnership building and most importantly, social media campaigns. A punchy social media campaign is important in order to maintain momentum and raise brand awareness.
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