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The Dos and Don’ts of Rebranding

After several years of working with companies that have needed to rebrand their company image, BURKE has learned some approaches that really make a difference. Below, we suggest some of the “BURKE approved” DOS and DON’TS of company rebranding! The Dos Do Your Research Doing research is the first and most crucial part of any rebrand attempt. You need to identify your ideal customer and what you hope to achieve with this rebrand in relation to the customer. Craft a unique and compelling message that you wish to achieve with your rebrand. Do Stand Out When thinking of new ideas, make sure they are unique but also make sense in relation to your company and what you do. Creating an unforgettable logo and tagline just help to further emphasize your new “identity.” Do Define The Whole A rebrand really looks at your company inside and out. Not only are you rebranding your look, but you are also rebranding your messaging which speaks to your company’s goals, values, purpose, and mission. Think of it as the company’s personality! Do Tell Everyone Now that you have a new brand, don’t be afraid to over communicate this. Share your new brand in ways that lets your current and future customers experience your company and brand differently and memorably. Strategize your new brand in all company activities and communication, both internally and externally. Do Train Internally If you want others to know about your new brand, first start with your internal team. Be certain all your employees understand the new brand from design to purpose. Only if they truly understand and believe in your new company brand, can they communicate this to your target audience. Speak it, show it and people will come to believe it!     The Don’ts Don’t Skip Internal Review It’s important to make sure your whole company is on board with the new image. Your rebrand goals have to be realistic and your employees have to be able to deliver. Make sure that everyone can deliver before your start the transition. Don’t Overlook The Details At times, companies can go through mergers and acquisitions, and each one will have its own set of unique branding challenges. It’s important to be cognizant of this and come up with a cohesive narrative that carefully examines both companies brand architecture. Avoiding this can result in confused customers and stakeholders. Don’t Say You Can If You Can’t Don’t over commit yourself to something you can’t do. Your brand promise is important to your customer and you need to make sure you can stay true to that. Your customer base can only grow if you’re a trusted brand that proves true every time. Don’t Forget ROI Establishing brand metrics is the only way to see if your rebrand is working. Performance, Perception, and Finance are three good ones that should be easy to measure and will tell you what direction your company is moving in. Don’t Rush Unveiling After months of hard work and planning through all the details of your rebrand, it’s important to consider how you want to present this to the world. Don’t let all your hard work go to waste by not unveiling the brand properly. Think through the roll out process which includes advance planning, coordination, events, and overall strategy. Don’t Miss An Opportunity Don’t let the rebrand just be about the look of your company. Take this opportunity to significantly change things internal and externally, whether it be a new company vision, mission, values, goals, audience, etc. Don’t limit yourself with a rebranding opportunity.   Planning a corporate rebrand can be a lot of work, so make sure you take the time to really think it through and perform the necessary steps involved. Involve the members of your company and discuss your goals before you make any hard decisions. This is your opportunity to refresh the company and let your audience know what you’re all about. Rebrand with a purpose and make sure your goals are strategic and achievable. Lastly, be sure to find a great agency like BURKE to help you get there!


BURKE Partners With ACG Charlotte For Deal Crawl Conference

BURKE has partnered with the ACG for their upcoming Deal Crawl Conference, taking place September 7th and 8th at the Ritz Carlton in Charlotte, North Carolina. The ACG Deal Crawl was created in 2013 to allow equity capital providers to “crawl” across town visiting various investment banking firms. Attendees, whose numbers this year will likely exceed 350, include private equity professionals, investment bankers, attorneys, accountants, and others focused on middle-market mergers and acquisitions. The conference will include an Opening Reception, Investment Bank & Private Equity Firm 1-on-1 meetings, Keynote Luncheon, Affinity Seminars, breakout sessions, and a closing reception. BURKE not only created the microsite and a z-card, a foldable pocket sized guide for the event, but did all the event branding, as well. In addition, BURKE created signage that will be displayed throughout the conference.   More about the ACG: The Association for Corporate Growth (ACG), founded in 1954, is an international organization dedicated to fostering sound corporate growth.  High quality performance, earnings, and increasing corporate value are ACG concerns. As a nonprofit corporate development organization with approximately 14,000 members, representing Fortune 500, Fortune 1000, FTSE 100, and middle market companies, in 56 chapters in North and South America, Europe, and Asia, ACG is the premier global association for and about professionals involved in corporate growth, corporate development, and mergers, and acquisitions. For more information about ACG and the event, visit www.acgdealcrawl.com.  


Why We Continue To Host The Toys For Tots (T4T) Golf Tournament

Anyone who knows us at BURKE, knows that we love getting involved with the community and giving back. Our non-profit, A Big Heart Foundation, is hosting the Toys for Tots (T4T) Annual Golf Tournament for its ninth consecutive outing this year. It’s crazy to think that nine years have flown by, and next year will be a full decade! Like any event, once the golf tournament is over and everything is packed up, it’s back to the drawing board to start planning for next year’s tournament. From organizing our tee-off event in the spring, deciding on venues for our planning luncheons, reaching out to the community for raffle and auction item donations, to designing our sponsor awards and selecting shirt colors for the players and volunteers, every detail is reevaluated to make the next year better! Thankfully, we have amazing sponsors that continue to come back with their gracious help and support. With that being said, we would like to thank the following sponsors for their continued support throughout the years: Shumaker, Loop & Kendrick, CalAtlantic Homes, SSI Schaefer, Century Contractors, Continental Tire, Curtiss-Wright Corporation, Kenny Color Lab, Lucky Clays Farm, Lucky Clays Fresh, Yadkin Bank, Carocon, Toys & Co., Elliott Davis Decosimo, SGL Group, Republic Services, UNC Charlotte, Cunningham Recreation, Wells Fargo Insurance Services and Anthony & Sylvan Pools. We hit the pavement hard every year in hopes of finding new sponsors to make the golf tournament bigger and better than the last. Over the last few years we have been fortunate to partner with even more like-minded area businesses like Bojangles’, Mellano & Company, Carolina Tree Care, SunBelt Packaging, Autobell, Epoch Universal, Cushman & Wakefield, Lake Printing, PMC Commercial Interiors and Insperity. The majority of proceeds raised at the tournament benefit the Marines Toys for Tots Foundation. Last year, working with the U.S. Marine Corps, we invited a group of children from Hope Haven to our partner toy store, Toys & Co., to shop for a Christmas they would never forget! Each child was given a $250 gift certificate to spend on toys of their choice. Moments like these are what propel us forward year after year. Through the generosity of our sponsors, we have also been able to support a few other charitable foundations in the Charlotte area that benefit children: Arby’s Foundation, Classroom Central, Project 658, Servants With A Heart, Supportive Housing Communities and The Sand Box. We are extremely grateful for the continuous support that we receive year after year and look forward to another nine years of giving back!


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Burke team members
Burke team in front of Black Powder Brewing Co
Burke team at Toys 4 Tots toy buying event
Burke team at Carolina Panther's Stadium
Charlotte Advertising
Burke Team members at Toys 4 Tots toy buying event
Burke team celebrating birthday