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The Importance of Timing and Branding: Part 2

by in +branding


In my last post, I interviewed a former brand manager for TRESemmé about the importance of timing in brand management, but now I want to give some specific examples of when it can be useful outside of a specific marketing campaign and how it works for our clients.

Although it might seem remedial, reviewing examples of good scheduling is useful in regards to when a firm is planning a merger or acquisition, leadership transitions, or commemorating corporate milestones. A good example of exceptional timing is the acquisition of Bright by LinkedIn. As soon as the acquisition went through, Bright’s new homepage mentioned that they are a part of LinkedIn and that it was a great thing that they were on the same mission to connect a world of professionals where networking is the key to success. Soon, Bright might be able to disappear and be completely absorbed into LinkedIn if they continue with these timely reminders about being part of the LinkedIn team. It also saves them from losing clients.

I currently work with a client, Bi-Link, that is in the middle of rebranding and preparing their brand story. Planning the campaign timing is crucial at this stage. Bi-Link has reached several corporate milestones like growing internationally and moving into the 3D printing world quite early in the 3D game. They have also reached the point of repositioning themselves as a turnkey solution, meaning they are there for you from start to finish, for engineers looking for a certain amount of prototyping and manufacturing in a wide range of services. Because of these factors, it’s going to take quite some planning out when we are going to launch different aspects of their new campaign to most effectively reach their audience.

It’s instinctual for many marketers to think about the fundamental marketing tactics of repositioning. Social media, web development, content strategy, experience marketing — the list goes on and on.

What some fail to realize is that timing ultimately determines the success of a campaign. A firm doesn’t want to annoy the customer or client, but it also doesn’t want to be forgotten. Planning consistent timing of campaign facets is basically going to be in everything a marketer does in order to speak to his or her intended consumer.

Now back to those examples I mentioned earlier. Mergers and acquisitions are the new mainstream form firms use to grow their brand. Rather than starting from scratch every time, why not bring two existing firms together to solve an issue? Once this action takes place, either the firm must rebrand itself as a merged company or the acquirer must brand the acquired firm as part of their brand. If either waits too long to begin the rebranding process, a lot of business could be lost due to inconsistent brand messaging.

The same goes for leadership transition within an organization. The general population should know when multiple individuals or another organization run a company because all people and organizations are different, meaning they behave differently. Some like to work with smaller organizations, and once that smaller organization is acquired by a larger organization, they lose interest because they feel like they’re losing that intimate relationship. The larger corporation will need to be mindful of this and maybe leave the small company’s name. In business succession, when someone new takes over, update to a younger, cleaner image. In a sense, keep pace with changes occurring within an organization.

These are just a few examples of small opportunities to capitalize on that require a timely response in brand management, and there could be a million more. So whether it’s a big ticket item or a small milestone, use that to your advantage and get people interested in the life of your business.

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About The Author

Francois du Toit
Francois du Toit - View more articles

Francois is a strategist who loves piecing the puzzle together for a creative big picture. Aside from skateboarding and running marathons, he loves learning about new renewable tech constantly hitting the market. His creative juices get flowing when he has Netflix running as white noise and is surrounded by natural light. Connect with Francois on LinkedIn or Twitter.