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How (and why) to rebrand a long-standing corporate identity B Y T R E V O R J O N E S High Speed Internet Reliable, High Quality Phone Service Hosted PBX Phone Systems Cloud Fax Services Wide Area Networking Cloud Servers and Email E ventually a logo will become outdated and demand a refresh. Or a major event, like an acquisition, will force a name change. Other times, a long-standing brand loses its relevancy due to a shift in audience, perhaps after expanding into new markets. For OTT Communications, all of the above brought us to the rebrand threshold. For a 130-year old company that takes immense pride in its people, service and legacy, rebranding is much more than a quick name change and logo update. We're changing our name from OTT Communications to OTELCO in New England markets, and revamping our brand identity across all markets. Here's our rebranding advice: Rebranding isn't just for marketers. Involve your entire team. We believe that a brand is shaped internally. It's the personality of our entire company, which now spans six states and includes 220+ employees. It's the experience you have when you interact with us, whether that's a residential customer who needs high-speed Internet or a business that needs cloud- based services. We began our rebrand process in mid-2017 by partnering with Toni Keith of Purple Crayon Design and Marnie Grumbach of Fluent IMC. We surveyed every employee, from technicians to the C-suite, and distilled that feedback into our core brand attributes: Technology (staying at the forefront of fiber expansion), History (leveraging the strength of our 130-year legacy) and People (maintaining superior customer service with a small-town feel, despite growth). We also formed an Employee Engagement Committee with team members spanning our footprint: Maine, Alabama, Missouri and West Virginia. Don't jump right to design. Develop your tagline first. Although we were eager to see first takes of a new logo concept, we took the time to think through how our core brand attributes would be communicated externally. This is a critical step because a tagline should inform your audience and be easy to remember. It should also help your audience understand what you offer and how you're unique. Our rebrand team developed dozens of tagline options and narrowed them to "Technology. Tradition. Together." From there, the design process began based upon those attributes. Think strategically about your brand launch. Some companies keep a new brand quiet until they're ready to make a big splash. Others take a transitional approach. Sometimes logistics drive this decision. Our industry and locations make it necessary for us to unveil our new brand in key markets over a period of several months. With service trucks on the roads, vehicle lettering is a critical element. In southern states, where we're already operating under the brand name of OTELCO, the logo will be changing on signage, vehicles, technician apparel and billing statements. In New England, the name OTELCO will be brand new, which requires a custom launch strategy. All markets will be blended into one consolidated website, and all audiences will begin seeing our new brand through a multi-channel approach. Final thoughts and advice. If rebranding is on the horizon for your company in 2018, take the time to gather input, both internally and externally, and think strategically about your message. Select qualified creative and strategic partners to provide branding guidance and implementation support. A rebrand deserves this level of commitment to deliver a promise to your employees, customers and communities that will stand up over the next chapter of time.

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