Rebranding can be necessary for multiple reasons: a merger or acquistion, a pivot in focus, or to need to make an existing brand more competitive. Each individual company's needs present unique opportunities, but regardless of the reasons any changes must always be carefully choreographed and communicated to guarantee positive outcomes when launching it.

The example below is Amenity Pool Services, a merger of four separate pool companies representing multiple locations across several states. We rolled out the rebranding in phases, retaining the acquired company's name(s) for a period of time while first implementing an identical look and feel. This preserved brand equity while the business focused on changes in operations and service delivery. Once our internal stakeholders were ready, we unveiled the name change from a much stronger position, since the most disruptive changes had already been implemented. The new brand was free to start generating positive reviews.

I have guided dozens of companies in diverse marketplaces along this journey and would love to help you with yours.