Ke hele nei me ka ʻōlelo ʻole e hiki i ka rebranding ke hana i nā hopena maikaʻi loa no kahi ʻoihana. A ʻike ʻoe he ʻoiaʻiʻo kēia i ka wā ʻo nā ʻoihana loea i ka hana ʻana i nā hōʻailona ʻo ia ka mea mua e rebrand.
Ma kahi o 58% o nā keʻena e hōʻano hou i ke ala e hoʻonui ai i ka ulu nui ma o ka maʻi maʻi COVID.
ʻO mākou i Lemon.io Ua ʻike mua ʻoe i ka nui o ka rebranding a me ka hōʻike ʻana i ka brand e hiki ke hoʻokau iā ʻoe ma mua o kāu hoʻokūkū. Eia nō naʻe, ua aʻo pū mākou i ke ala paʻakikī e like me ke kani ʻana o ka rebranding, ʻoi aku ia ma mua o ka hoʻomohala ʻana i kahi hōʻailona hou a i ʻole ka loaʻa ʻana o kahi inoa hou. Akā, he kaʻina hana mau ia o ka hana ʻana a me ka mālama ʻana i kahi ʻike hou - e hoʻouna mau i ka leka āu e makemake ai e hui pū kāu mea kūʻai aku me kāu hōʻailona.
ʻO kahi hōʻailona maikaʻi ma nā kahua āpau e hoʻonui nui i ka loaʻa kālā o kahi hui a hiki i ka 23 pakeneka.
A ʻo kēia ka haʻi ʻana i kekahi mau mea. Ma kēia ʻatikala pōkole a pololei, e alakaʻi mākou iā ʻoe ma ke kaʻina hana rebranding, kaʻana like i nā ʻōlelo aʻoaʻo, hōʻike i nā pitfalls maʻamau, a hōʻike iā ʻoe pehea e pale aku ai iā lākou.
Ka Moʻolelo Lemon.io Rebrand
He 7 kekona wale no e hana i ka manao mua paa.
ʻO ia hoʻi, ʻehiku kekona wale nō kāu e hoʻohuli ai i kahi mea kūʻai aku e koho iā ʻoe ma luna o kāu hoʻokūkū. ʻOiai he paʻakikī kēia, ʻoi aku ka paʻakikī o ka hoʻomau ʻana i nā mea kūʻai aku e koho mau iā ʻoe. Ua alakaʻi kēia ʻike iā mākou i ka kūleʻa a mākou e hana nei i kēia lā.
Ma mua o ka Rebrand:
E ʻae mai iaʻu e haʻi pōkole iā ʻoe i ka mōʻaukala o lemon.io.
Ua hoʻokumu mua ʻia ʻo Lemon.io ma 2015 i ka wā i ʻike ai ka mea hoʻokumu (Aleksandr Volodarsky) i kahi āpau i ka niche hoʻolimalima manuahi. I kēlā manawa, ʻo ka branding ka mea hope loa i ko mākou manaʻo. E like me ka hapa nui o nā ʻoihana hou, ua hana hewa mākou i ka hoʻomaka ʻana o kā mākou huakaʻi, ʻo ia ka inoa ʻo "Coding Ninjas." E manaʻoʻiʻo mai iaʻu, kani pololei ia i kēlā manawa no ka mea he ʻano ia, a ua kau mākou i ka hapa nui o kā mākou manaʻo i ka hana ʻana i nā ʻike.
Eia naʻe, loaʻa iā mākou kahi ala maikaʻi ʻole i ka wā i ʻike ai mākou ua lohi ka ulu ʻana o ka ʻoihana a ʻaʻole kokoke loa ka ʻike i ka lawa no ka holomua o kā mākou ʻoihana. Pono mākou i ʻoi aku ma mua o kēlā e hana ai i ka honua hoʻolimalima manuahi manuahi. ʻO kēia ka manawa i hoʻomaka ai kā mākou moʻolelo rebranding.
Nui nā haʻawina hoihoi a mākou i aʻo ai i kā mākou huakaʻi rebranding, a ke manaʻolana nei mākou, ke haʻi aku nei mākou i kā mākou moʻolelo, hiki iā ʻoe ke koho i kekahi mau mea e pōmaikaʻi ai kāu brand.
No ke aha i makemake ʻia ai kahi rebrand
Ke noʻonoʻo nei paha ʻoe no ke aha mākou i hoʻopaʻa inoa hou ai a he aha ke koʻikoʻi.
Ma waho aʻe o ka ʻoiaʻiʻo ua hala mākou i ka wā o Ninjas a me Rockstars a kaʻana like i kahi inoa kani mua me kahi kula papahana ma India, ua ʻike pū mākou he pono mākou e hoʻoikaika e ola i ka mākeke manuahi manuahi. ʻO ka niche o nā wahi kūʻai kūʻokoʻa i hoʻopaʻa ʻia he mea nui loa a ʻo ke ala wale nō e kū ai i waho ʻo ia ka loaʻa ʻana o kahi hōʻailona ikaika a stellar.
I ka hoʻomaka ʻana, manaʻo mākou no kā mākou hoʻolālā ʻana, a ua wikiwiki mākou i ko mākou mau wāwae e hoʻokokoke i kahi mea hoʻolālā a noi iā ia e hoʻolālā hou i ka blog, a ua hōʻole ʻo ia me ka manaʻo e hoʻihoʻi hou. ʻO ia ke kui hope loa i loko o ka pahu kupapaʻu, a ʻo ia ka manawa i ʻike ʻia ai ka pono e hōʻailona hou. ʻOiaʻiʻo, ua ʻike mākou ʻaʻole loaʻa kahi hōʻailona, a no laila, pono mākou e hana i hoʻokahi. ʻO kēia kekahi o nā hoʻoholo wiwo ʻole a maikaʻi loa a mākou i hana ai ma ke ʻano he hui.
Aʻo mai Lemon.io
Eia kahi ʻanuʻu ʻanuʻu o ke ʻano o kā mākou hana ʻana i ke kaʻina hana rebranding. ʻAʻole pau kā mākou mau alakaʻi; akā naʻe, e lokomaikaʻi mākou me ka ʻike mai kā mākou ʻike. Eia ka hōʻuluʻulu o nā ʻanuʻu a mākou i hahai ai:
- Ua hana mākou i kahi brand persona a me kahi mascot brand - ʻO ka pilina ma waena o nā mea ʻelua e like me kēia: ʻO kāu brand persona ke ʻano nui o kāu moʻolelo, nāna e hālāwai me nā pilikia ma ke ala i ko lākou pahuhopu. ʻO kahi brand mascot ka mea nāna e kōkua iā lākou e lanakila i nā pilikia āpau a hiki i kā lākou pahuhopu. ʻO ka mea nui, ʻo ka brand persona e hōʻike ana i kā mākou mea i manaʻo ʻia a i ʻole nā mea kūʻai aku, a ʻo ka mascot ke hōʻike nei iā mākou nona ka pahuhopu e hoʻoponopono i kā lākou pilikia.
- Ua hele mai mākou me kahi palapala ʻāina ʻo Brand Persona's Buying Decision (BPBD). - ʻO kahi palapala BPBD ka papa inoa o nā kumu e koi ai i kā mākou poʻe i manaʻo ʻia e kūʻai i kekahi mea mai iā mākou a me nā kumu hoʻi e hiki ʻole ai iā lākou ke kūʻai. Ua kōkua kēia iā mākou e hoʻomaopopo i nā hoʻoholo kūʻai ʻana o kā mākou brand persona a ʻike i ke ʻano o ka hana e hoʻopau iā lākou. ʻO ke kaʻina hana e pili ana i ka papa inoa ʻana i nā kumu a i ʻole ke kumu e kūʻai ai kā mākou poʻe i manaʻo ʻia mai iā mākou.
- ʻO kahi matrix essence brand – ʻO kēia ka elevator pitch o kā mākou brand i helu i nā kumu a me ke ʻano o kā mākou ʻoihana. Hōʻike ia i ka hana a kā mākou ʻoihana a kamaʻilio i kā mākou mau waiwai.
- ʻ Storylelo Moʻolelo - Ua alakaʻi ka moʻolelo brand iā mākou i ka inoa kūpono loa, a mākou i hāpai hope ai.
Lemon.io Rebranding Results
ʻO nā pōmaikaʻi ʻike ʻole o ka rebranding ʻo ia ka mea i lawe mai iā mākou i ka hilinaʻi, ka hoʻoikaika ʻana, ka manaʻo o ka manaʻo a me ke kumu, ʻaʻole hoʻi e haʻi i ka komo ʻana o nā alakaʻi.
A, ʻoiaʻiʻo, ʻo ka mea nui loa ka hopena o ka rebranding i kā mākou laina lalo. ʻO ke ala maikaʻi loa e hōʻike ai i kēia ma o nā helu no ka mea ʻaʻole wahaheʻe nā helu.
Nui nā hopena a ʻike mākou i ka hōʻea ʻana i kahi kokoke i 60% o ka huina o ka mākaʻikaʻi i loaʻa i nā makahiki ʻelima i hala aku nei i loko o ʻumi mahina o ka hoʻomaka ʻana i kā mākou brand Lemon.io.
Ua ʻike ʻia kahi rebrand holoʻokoʻa iā mākou e neʻe ana mai 4K mau malihini kipa i 20K ma ka awelika o kā mākou mahina maikaʻi loa. Ua loaʻa iā mākou ka piʻi nui ʻana o 5 manawa i kā mākou poʻe kipa a kūʻai aku iā mākou ma ke ala no kahi GMV 10M ma 2021. E nānā i kēia mau kiʻi kiʻi o kēia ulu ʻana:
Ma mua: Hoʻopili i nā kaʻa Ninjas mai ka hoʻomaka ʻana o ka hui a hiki i ka rebranding:
Ma hope: Loaʻa ka holomua i loko o ʻeiwa mahina ma hope o ka hōʻailona hou ʻana.
I ka manawa hea ʻoe e rebrand inā he hoʻomaka ʻoe (e pili ana i ka ʻike Lemon.io)?
ʻO ka manawa ka mea a pau. Pono ka hana hou ʻana i ka hana a hoʻopau i ka nui o nā kumuwaiwai, a he mea nui ia e hana i nā hoʻoholo helu.
ʻO ka manawa hea ka manawa kūpono no ka hōʻailona hou?
Ma Lemon.io, ʻike mākou ua hiki i ka manawa e hoʻololi i ke kiʻi hui o kā mākou hui i ka wā:
- ʻAʻole i hana! ʻO kā mākou kumu nui loa no ka rebranding ʻo ka ʻike ʻana ʻaʻole i lawe mai kā mākou brand i kēia manawa i nā hopena i makemake ʻia. I kā mākou hihia, ʻo ia ka palena palena i loaʻa iā mākou ma lalo o "Coding Ninjas". Ua manaʻo mākou he pono mākou e hoʻomaikaʻi i kā mākou ʻike a hiki i ka wā i ʻike ai mākou ua hoʻonoho pololei ʻia mākou i ka mākeke, a pono mākou e hōʻailona hou e kū i waho.
- Ua nui nā loli i kā mākou ʻoihana - Ke ulu mau nei nā ʻoihana. Inā hoʻololi kāu ʻoihana a i ʻole ua hoʻoponopono maikaʻi ʻoe i kāu demographic brand makemake a makemake ʻoe e paʻi i loko o ia mea me ka ʻoi aku ka maikaʻi, ʻo ka rebranding paha ke koho. Ma mua o ka hoʻololi ʻana iā Lemon.io, ua hana mākou i nā hōʻailona ʻē aʻe a me nā mea kūʻai aku, ʻo ia ka mea i kōkua iā mākou e hana i nā koho maikaʻi aʻe a paʻi i nā wahi kūpono.
- Ma mua o ko kākou kaulana ʻana - Ua loaʻa iā mākou ka pōmaikaʻi o ka rebranding ma mua o ko mākou kaulana ʻana ma lalo o ka inoa mua. ʻAʻole hiki iā mākou ke hōʻole i ka ʻoiaʻiʻo e piʻi aʻe nā pilikia e pili ana i ka rebranding me ka piʻi ʻana o ka kaulana. Ma mua o kou ʻike ʻia ʻana, haʻahaʻa nā pilikia no ka mea ʻaʻole ʻike ka poʻe.
- Loaʻa iā mākou nā kumuwaiwai kūpono - He waiwai nui ka rebranding, no laila he mea kūpono inā loaʻa iā ʻoe kahi ʻoihana i loaʻa iā ʻoe nā kumu waiwai e hoʻomaka ai i ke kaʻina hana rebranding.
ʻO ka manawa hea ʻaʻole ia ka manawa kūpono no ka hoʻopaʻa inoa hou ʻana?
ʻAʻole pono e hoʻokō ʻia ka rebranding me ke kumu ʻole. Ua ʻike ʻoe he hewa kou manaʻo no ka rebranding ke kumu ia mai nā manaʻo ma mua o ka ʻoiaʻiʻo.
- Ua luhi me ka hoʻolālā logo? ʻO ka luuluu ke kumu weliweli o ka rebranding. No ka mea ʻaʻole ʻoe i ʻike hou i ka nani o ka logo ʻaʻole ia he manaʻo pono ʻoe e hoʻololi. ʻAʻole kūpono ke kumukūʻai i ka pōmaikaʻi.
- Inā ʻaʻohe mea i loli i kāu hui - Inā ʻaʻohe hoʻololi koʻikoʻi i kāu hui, he mea ʻole ka rebranding. ʻAʻohe pono e hoʻololi i kahi ʻōnaehana i hana mua.
- No ka mea, ke hoʻolaha hou nei kāu mau mea hoʻokūkū - ʻAʻohe pono e hele pū me ka lehulehu. Pono e kau ʻia kāu hoʻoholo rebranding ma kāu mau pono pilikino a me kou ʻike i kāu mau pahuhopu lōʻihi a me ka manaʻo holoʻokoʻa.
ʻO ka hōʻailona hou ʻana ma ke ʻano he hoʻopukapuka e hiki mai ana no kāu ʻoihana
He ʻoiaʻiʻo ʻaʻole hiki ke hoʻopaʻapaʻa ʻia ʻoiai ʻo ka hoʻolilo koʻikoʻi o ka manawa a me nā kumuwaiwai i ka wā o ke kaʻina hana hoʻoponopono, ʻo ka rebranding ka mea hoʻopukapuka mau i ka wā e hiki mai ana. ʻO ka hopena e hōʻoia i nā hustles a pau e pili ana i ke kaʻina hana. E like me kā mākou i hōʻike mua ai, hōʻike nā helu i ka piʻi nui o ke kūʻai aku ma hope o kā mākou rebranding. Ua maikaʻi ke kaʻina hana no kā mākou laina lalo a me kā mākou kiʻi hui.
Hoʻonui ka hoʻomaʻamaʻa hou ʻana i ka hana holoʻokoʻa o ka ʻoihana, hoʻolaha i ke kūlana maopopo, ka hoʻomohala ʻana i nā mākeke hou a me nā wahi hana.
ʻO ke kaʻina hana o ka hōʻailona ʻana a i ʻole ka rebranding he hana ʻauhau loa i ʻike ʻia e nā kiʻekiʻe a me nā haʻahaʻa haʻahaʻa ma mua o ko mākou moʻolelo. Pono ka hoʻolālā naʻauao, ka manawa kūpono, a me nā kumuwaiwai kūpono e hoʻokō pono ai a hana i kahi hōʻailona e hana maoli i kahi ʻōlelo, hoʻomaikaʻi i kāu loaʻa kālā a hoʻomaikaʻi i kāu kiʻi lehulehu. ʻO ka rebranding ʻo ia hoʻi ka hana ʻana i nā hoʻomaikaʻi e hoʻomau i nā manawa.
