5 Major Rebranding Failures and What You Can Learn from Them Katie Lundin | February 27th, 2017

There are lots of reasons that a business may be in need of a rebrand, we wrote about six of them in the article “Six Reasons Your Logo Might Need a Makeover.” If you have decided that it’s time to refresh your brand, keep in mind that giving the customers something new does not always mean they will love it.

Rebranding can be a powerful but tricky tool to execute. When done properly, a rebranding effort can help your business realign with your target audience, embrace a new direction, build consumer buy-in and drive sales. When done wrong, rebranding can, at best, go unnoticed and make no impact. At worst, you run the risk of alienating consumers and causing profits to dive.

So, we’ve gathered together a list of five rebranding failures so that you can gracefully avoid these rebranding pitfalls yourself.

Radio Shack

With the halcyon days of gathering around the family radio long past, Radio Shack is no longer a name that conjures images of cutting edge technology. When Lee Applbaum stepped in as Radio Shack’s chief marketing officer in 2008, he sought to distance the brand from its more antiquated roots by rebranding as “The Shack”.

Tech reviewers panned the new nickname. Charlie Sorrel of Wired called it “…an attempt to be down with the kids. It’s almost embarrassing…” while Joshua Topolski of Engadget pointed out that it caused one to “…immediately picture a remote location where very, very bad things happen.” Ultimately, the consumers agreed.

Despite a new focus on wireless technologies in their retail locations to accompany the new name (and a small bump in profits immediately following the rebrand) Radio Shack continued to decline and “The Shack” was abandoned. In retrospect, Applbaum realized that the silly nickname was not their only mistake: “We had alienated the very consumer that had given us that core credibility in electronics.”

Radio Shack had established itself as a resource for DIY electronics enthusiasts and that consumer niche had kept them aloft for years. When they rebranded as “The Shack” they turned their back on those DIY hobbyists to pursue modern tech-savvy consumers. However, the broader tech competition proved too stiff and Radio Shack filed for bankruptcy in February 2015.

How to avoid this:

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Keeping designs timeless and offering visual solutions with crowdSPRING creative kokoyangkoo Nick Bowersox | February 24th, 2017

In our 12 Questions blog series, we feature interviews with someone from the crowdSPRING creative community of 200,000+ designers & writers from 200 countries. Today we feature Natalia, who goes by the username kokoyangkoo.

Natalia is a book-loving designer from Indonesia that has been on crowdSPRING for three years. During that time, Natalia has participated in over 200 projects with a focus on logo design and redesign. We asked Natalia 12 Questions about design, creative inspiration, and what it’s like working on crowdSPRING:

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5 Important Trends In Email Marketing You Must Understand Arielle Kimbarovsky | February 23rd, 2017

Email marketing continues to be an important marketing channel for small businesses and startups. That’s because 81% of US consumers are more likely to make a purchase based on an email.

New technologies have improved email automation, tracking, and innovation, and these changes have created interesting new possibilities for smart marketers.

Complex marketing campaigns are no longer exclusive to the Fortune 500. These new technologies are becoming more affordable and accessible and as a result, smart startups and small businesses should consider them as part of their marketing toolset.

To help you step-up your email marketing game in 2017, let’s look at 5 of the biggest changes we expect to see – and what you can do to stay ahead of the curve.

1. Use Vendor Stacks

According to a Campaign Monitor study, “Most marketers stitch together the technologies they need to automate complex tasks and deliver personalized, relevant experiences to customers.”

The study found that 82% of marketers at small to medium sized businesses use “best of breed technology stacks” in order to create and execute their email marketing strategies. The technology stacks reflect different email marketing vendors that marketers connect together to create a customized email marketing flow.

Previously, a business would have to hire a large marketing company to execute all of its email marketing strategies. As you can imagine, hiring a large marketing firm can be very costly for small businesses and startups and most simply couldn’t afford the expense.

Today, instead of hiring a big marketing firm, marketers are able to choose which services they will actually need and use and buy those services when they need them. By only paying for the services they need, marketers can save their companies a lot of money!

With 251 email marketing software options, there’s a good mix for your company.

For more information on affordable marketing stacks for small businesses and startups, check out $9 Marketing Stack: A Step-by-Step Guide.

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Fresh from the SPRING: mandex Audree | February 23rd, 2017

When perusing our galleries here on crowdSPRING, we see some amazing work submitted in the projects. Today, we recognize this gem submitted in this logo project:

 

The challenge of this project was to create a logo for a Seattle law firm that didn’t blend in with all their competitors. This (literal) gem of a logo caught their attention and ours too!

Let us start the slow clap for mandex. Check out more great work on mandex’s profile page.

Nicely done, mandex, nicely done!

10 Proven Tips for Evaluating Your Competitors When Starting a Business Ross Kimbarovsky | February 21st, 2017

If you’re working on a start-up or have an established company, there will come a time when you’ll need to evaluate your competitors. There are three components to a good competitive analysis: (1) defining the metrics and identifying the competitors you’re comparing, (2) gathering the data, and (3) the analysis.

How do you begin? What are the relevant factors that you should be comparing? And what conclusions can/should you draw from the data? Here are 10 tips (from my own experience) for evaluating your competitors.

1. Define WHAT metrics are important.

If you pick the wrong metrics, you can still make a competitive analysis – but it will not be particularly meaningful to you.

2. Look at recent trends.

Recent trends are important because they paint a picture of what’s happening now.

3. Evaluate historical trends.

Historical trends are important because they help you to understand not only the speed of growth but also to see if the same events impact both entities equally.

4. Don’t Forget Monthly and Annual Growth.

Rapid monthly growth is meaningful but can be deceptive if the annual rates paint a different picture.

Watch the video for more detail on these four tips, plus six more.

10 Tips to Create a Memorable Tagline for Your Business Ross Kimbarovsky | February 20th, 2017

As I wrote previously in 10 Tips for Naming Your Startup or Small Business, coming up with a great company name for your new small business or startup can be challenging and time-consuming. Coming up with a memorable tagline can present an even greater challenge.

A tagline is supposed to communicate to your customers and potential customers what sets you apart from your competition and also your brand’s focus. If you’d like some additional background on branding, you might want to check out the Branding category of our Small Business Resource Center.

You’ve probably seen and heard some of the most influential taglines of the past 50 years:

Got milk? (California Milk Processor Board) – 1993

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10 Proven Negotiation Strategies and Tactics for Small Business Ross Kimbarovsky | February 17th, 2017

Every small business and startup must negotiate with employees, vendors, customers, and others.

If negotiation sends chills down your spine or you want to become a better negotiator, this video is for you.

I’ve negotiated with thousands of people over the past few decades (for 13 years as an attorney and for the past ten as an entrepreneur and business owner). Here are my 10 proven tactics to help you negotiate better:

1. Know Your Objective. Know what you want BEFORE you negotiate.

2. Prepare. The more you know about the other side – the more options you’ll have during the negotiation.

3. Never Be Intimidated. If you allow yourself to be intimidated, you’ll have difficulty getting your needed concessions during the negotiation.

4. Pay Attention To Perception and Emotion. How the other side perceives your negotiating positions and tactics – and your emotional responses – will strongly influence their participation and responses during the negotiation.

Watch the video for more detail on these four tactics, plus six more:

Fresh from the SPRING: chrommatina Audree | February 16th, 2017

When perusing our galleries here on crowdSPRING, we see some amazing work submitted in the projects. Today, we recognize this gem submitted in this logo project:

The challenge of this project was to create a logo for a company that designs and distributes quality lighting fixtures. Now they have a quality logo to help them shine brighter!

Let us start the slow clap for chrommatina. Check out more great work on chrommatina’s profile page.

Nicely done, chrommatina, nicely done!

6 Simple Habits of Extremely Successful Entrepreneurs Arielle Kimbarovsky | February 16th, 2017

Many entrepreneurs and small business owners look up to and emulate successful entrepreneurs. After all, it makes sense to learn from people who created their own success stories.

Successful people share a number of habits that make them successful. This includes the things they do in living their personal lives, and how they run their businesses.

We’re written about this previously in 7 Habits of Highly Effective and Successful Entrepreneurs.

Today, we’re taking a closer look at some of our role models and their simple habits. Emulating these habits doesn’t guarantee success, but it could be a good place to start.

1. Mark Zuckerberg,
Facebook

One of the most successful entrepreneurs, Mark Zuckerberg, has a daily habit so simple that it seems trivial. He took note from Steve Jobs, former CEO of Apple, who used to wear the same black turtleneck every day to avoid making unnecessary decisions. Zuckerberg puts this theory to the test each day with a gray t-shirt and hoodie.

I really want to clear my life to make it so that I have to make as few decisions as possible about anything except how to best serve this community … I’m in this really lucky position, where I get to wake up every day and help serve more than a billion people. And I feel like I’m not doing my job if I spend any of my energy on things that are silly or frivolous about my life.

There’s a science to it too! According to lots of different studies, “the aggregate total of the decisions we make throughout the day impacts our ability to clearly see the upsides and downsides of some of the decisions we must make”. Read more about decision making in The Science of Bad Decisions and How You Can Avoid Making Them.

 

2. Evan Williams, TwitterBlogger, Medium

Serial entrepreneur Evan Williams makes it a priority to put his health first by establishing a daily workout time. While most entrepreneurs suggest working out first thing in the morning to boost energy levels and make sure it gets done, Williams found that for him, a different time worked better.

My focus is usually great first thing in the morning, so going to the gym first is a trade off of very productive time. Instead, I’ve started going mid-morning or late afternoon (especially on days I work late).

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How to Avoid Legal Issues When Using Typefaces and Fonts in Your Small Business Logo Ross Kimbarovsky | February 14th, 2017

Every business, from startups to small businesses to the largest companies and agencies in the world, must have a strong brand to succeed in today’s noisy marketplace.

It’s true that a brand is more than a logo, but a strong brand starts with a great logo. But when it comes to logos and other written digital and print marketing materials, there’s a lot of confusion about typefaces, fonts, and the law. You can face heavy fines and get into a lot of trouble if you don’t have a license to the fonts and typefaces you use.

crowdSPRING has helped tens of thousands of the world’s best entrepreneurs and small businesses with logo design (and other design and naming services). We know a little bit about fonts, typefaces, logos and the law. Plus, it helps that before starting crowdSPRING, I was an intellectual property attorney (in fact, I’ve had my law degree for the past 22 years).

Whether you’re a business owner or designer: if you want to avoid running into legal problems with your logo, this video is for you. I talk about typefaces, fonts and the law. You won’t be an expert, but you will know enough to ask the right questions.


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