Three Lessons We Learned From Rebranding Ourselves
Wisnicki Media underwent a significant strategic shift recently. To set ourselves apart in a highly saturated market of social media agencies, we decided to hone in on something that defined us from the beginning: virality. While many agencies only wanted to create slick social campaigns through paid advertising, we took a different route. Research-based approaches have always driven Wisnicki Media, so we honed in on what we were good at doing. Developing the Wisnicki Method was an exciting challenge, but we knew it would require rebranding our company. Here are three lessons we learned while giving our company a marketing makeover.
1. Experiment, Experiment, Experiment
We set a goal at the beginning of following our rebranding advice that we would give clients. Sticking to our core beliefs meant we had to experiment with ourselves. Trying something new can be daunting for any company, but we like to practice what we preach. Our first experiment was designing our website to be more than just a place for potential clients. Instead of a sales pitch, we wanted wisnickimedia.com to feel like a hub of useful information for anyone who is working to create viral content. We could not think of a better way to showcase our expertise than sharing our knowledge with the world.
Another Experiment we tried was adding more personality to our social pages. Giving your Facebook and Twitter updates some pizzazz is an abstract concept that countless of our clients wrestle with frequently. We realized how tough it could be to develop an authentic "voice" from your social pages. We chose to embrace this problem and create resources for solving it. Now, in addition to having refined our brand persona, we can help others do it too.
2. Stand Out At All Cost
The opportunity to rebrand does not come often. Use it to separate yourself from the crowd. As we did research on our competition, it is tempting to assimilate and become more like everyone else. We worked hard to resist this instinct, knowing we could not position ourselves of we were blending in.
By focusing on virality, instead of social media campaigns in general, we have carved out a niche very few of people offer. This narrow focus allows us to own a category and offer something unique to our clients. The single worst mistake companies make when marketing themselves on social media is they try to be everything to everyone. As a result, they are nothing to no one.
3. Create Trademarked Methods
As a consulting firm, we provide know-how. Organizing and protecting our intellectual property is a top priority. Creating valuable content that can help clients means you can offer something no one else can. The Wisnicki Method was a set up from a compilation of experience and research. It's become a flagship of our firm and brand, synonymous with virality.
It is also important to ensure these methods are flexible. We deal with dozens of clients across several countries. An art director in Finland is going to have different social needs than a nonprofit executive in Florida. The Wisnicki Media is an anchor to the larger idea of virality. We form our methods around the needs of the client, not the other way away.
No matter what business you are in, think of rebranding as an opportunity to go beyond a marketing campaign and improve on internal procedures and develop ideas that will make your brand more valuable.