That Rebranding Episode
THAT MARKETING PODCAST •
Stephanie Scheller, the founder of Grow Disrupt, shares her experience of the rebranding process, from how to make a plan, to retiring old assets in a way that brings your old audience with you.
A rebranding is a huge exercise and one which most companies will never go through more than once, if at all.
Off the back of SpotlerUK’s rebrand from CommuniGator, That Marketing Podcast spoke to Stephanie Scheller, CEO of Grow Disrupt, about the many facets of a successful rebrand:
Starting off on the right foot:
“This is not something where all sudden, one day you wake up and go, ‘We’re rebranding! Come on y’all, let’s go!’ This is something that needs to be done with a lot of forethought and a lot of strategy. You need to look at ‘What are we keeping? What are we getting rid of?’ How are we going to transition our audience? How are we going to use the brand equity we’ve already built, the relationships we’ve already built, to catapult the new brand forward?’ Because that’s what it really needs to do.”
How to strategically retire old assets:
“Have a six-month process where you’re posting once a week on the CommuniGator handles, saying “hey, we are now Spotler; in order to keep getting the same great content, join us over here.” Do that for a year or so and then phase it out and shut it down so that you do eliminate some of that confusion. If you’re going to keep them, don’t just leave them empty, update them. Because CommuniGator didn’t disappear, it got embraced by this other brand.”
Why even small companies should take the time to produce a press release:
“There is something really powerful about the words ‘press release’. And so you can still get a lot of traction just from using just from the words ‘press release’. Like right there. You get a lot of attention and it draws the name to it. This is something worth paying attention to.”
About the Speaker
Stephanie Scheller is the founder of Grow Disrupt, a San Antonio-based training organization for small businesses, an accomplished speaker and has been behind the scenes with more than 2500 companies in the past five years to analyse & address their sales, marketing & systems!
She is a TEDx speaker, a Forbes 30 under 30 nominee, a 2020 Woman Business Owner of the Year Award Recipient, a two-time best-selling author, an entrepreneur, a coach and a trainer and dedicated to teaching the same skills that allowed her to build her business from scratch and walk away from her corporate job in less than five months.
About the Presenter
‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting seminars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.