Aug 22, 2023
When should you rebrand? In the changing marketplace, you may want to rebrand at a different time now than you would have wanted to in the past. Listen as Paula and Derek Slayton explain when you should consider rebranding and if your current brand promise is still achievable. Paula and Derek also discuss the language of branding, how PR and advertising can work together and why you should continue investing in marketing or the relationships you have, even when money is tight.
3:26 – Derek explains how his career started at printing companies and a newspaper.
4:44 – Paula talks about her career path, from getting a teaching degree to nursing and psychology.
5:51 – Paula describes Trampoline’s competitive edge by putting employees first.
9:18 – Derek shares the best times to rebrand.
11:27 – Derek gives an overview of the language of branding.
20:49 – Paula explains why it is important to continue investing in marketing during a recession.
24:26 – Derek talks about stock versus custom photography.
27:19 – Paula describes the difference between being excited to sell and being desperate to sell.
29:50 – Derek shares how PR and advertising can work together to achieve marketing goals.
31:29 – Paula and Derek share some resources that have helped them.
“I think that traditionally, a lot of times, the situation comes up where there's a leadership change or a transition. There are times when a new service or product is offered that maybe takes the company to a different position in the marketplace. Those are typically times that you'd see a rebrand happening to reflect that, but I think now with social being so prominent and the marketplace being so different, so finicky, it's more like when your audience is not talking about you...” – Derek Slayton
“…I would add to that, you really have to look inward because the truth is your brand is your promise, and then your ability to deliver on that promise. You have to keep looking inward to make sure that the promise you're making that you say you can do still holds water a year later, two years later, three years later and are you able to deliver on that?” – Paula Slayton
2Bobs Podcast: https://2bobs.com/
How I Built This with Guy Raz: https://podcasts.apple.com/us/podcast/how-i-built-this-with-guy-raz/id1150510297
About the guests:
Paula Slayton brings more than 20 years of business management to her work at Trampoline. She ensures that accounts run smoothly through direct communication and a keen understanding of the balance that exists between projects and budgets. Her management of Glens Falls Hospital, Glens Falls National Bank and Trust Company, SeriousFun, Double H Ranch and Vail Resorts demonstrates her ability to navigate corporate and institutional layers, while still reaching goals and managing budgets and deadlines. Clients love her down-to-earth approach and accessibility.
Derek Slayton oversees the creative process and manages projects through to completion. From creative strategy to the development of dynamic visual elements, Derek keeps projects on time and precise. Leveraging 25 years of design and communication experience, Derek's finesse has been used to guide the City of Oneonta, the Town of Newcomb, and Paul Smith's College through initiatives ranging from name changes and rebrands to comprehensive plans and campaign strategy. His attention to detail is unparalleled. He is masterful with gathering feedback and building consensus in order to keep projects on track, on message and on budget. A brand specialist and design perfectionist, he'll help to tap into unique selling points.
Looking to connect:
Paula’s email: email@example.com
Derek’s email: firstname.lastname@example.org