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The Power of Rebranding
November 13, 2012

The Power of Rebranding


In 18th century Prussia, Frederick the Great was looking for ways to help feed his nation and lower the price of bread. He proposed the potato as a suitable new addition to the nation’s diet. But the people were unimpressed, prompting one town to write “The things have neither smell nor taste, not even the dogs will eat them, so what use are they to us?”

Rather than accepting defeat, Frederick decreed the potato a royal vegetable, planted a royal field with potato plants and ordered his guards to protect them. This had the effect of making the potato incredibly desirable, so much so that peasants would risk breaking the law to steal from the king’s garden.

Frederick the Great had successfully rebranded the potato.

Rebranding a company’s goals, message, and culture is hard. Many have tried and failed.

A successful campaign requires more than a revamped logo. It demands a vision that inspires customers, investors, and others to see the company in a new light. Through savvy marketing and better quality control, some companies discover new ways to revive their brands and in some cases, make them stronger than ever.

One of our favorite examples is Old Spice. Thanks to former NFL player Isaiah Mustafa who told women to “Look at your man, now back at me,” Old Spice is suddenly a new Old Spice. The rebranding of Old Spice has shown how a clever ad campaign and smart use of social media can produce a fresh identity, even for a brand that many associate with their father’s deodorant.

It’s now been a year since UNO successfully rebranded itself as UNO Translations and Communications LLC. We at UNO felt that we needed to reinvent ourselves to ensure that we continue to best meet our customers’ needs. Changing our name from UNO Communications to UNO Translations and Communications helped fully reflect the diversity of services we offer in the growing arena of international business as well as communications with immigrant groups in the U.S.

To create a new look and feel for the company, we developed a new logo, launched a revamped website and implemented an aggressive social media strategy to help drive organic online conversation and engagement around our core services.

The rebranding campaign made a significant difference in the exposure of UNO Translations and Communications, LLC and has brought us a substantial increase in business inquiries and new clients. It has helped us evolve beyond being known solely as a “translations” company and into a company that has a proven ability to connect cultures. UNO helps our clients foster cultural awareness by breaking down cultural barriers and developing an understanding of the people of the countries they want to conduct business in.

Brands come in all shapes, sizes and levels of success. Your brand is the emotion that a customer feels when thinking about your product. As important and effective as rebranding can be, let’s not forget that the one thing that truly creates customer emotion is the customer’s experience with your product. If you don’t have a quality product, all of the rebranding in the world won’t help your company achieve its goals.

Stay tuned for our next post, which will explore how important it is for international companies to rebrand themselves to fit the local market.

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