Considerations When Rebranding

James Glover - October 21, 2014

Strategy

Listen to our featured Ask Those Branding Guys radio show podcast: The New Hat Baking Company and Amber Davis

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing with a company in the process of rebranding.

Joining us on the show was Amber Davis, co-founder of Kokopelli Baking Company of Durango, Colorado, dedicated to creating delicious gluten free baking mixes. The idea for the company grew out of Amber’s desire to prepare gluten free foods for her son who had been diagnosed with Asperger’s Syndrome.

In the crowded gluten free market, Kokopelli Baking sets themselves apart through the use of sorghum flour, a protein and nutrient-rich alternative to the rice flour that is used by most other gluten free products. Those Branding Guys recommended that Kokopelli Baking ensure customers understand the benefits of sorghum flour and why it sets these baking mixes apart.

In light of their desire to be a nationwide brand, Kokopelli Baking has made a strategic decision to rebrand due to the fact that the Kokopelli name is not readily recognized outside of the southwest region. Their new name will be New Hat Baking. The New Hat name was arrived at as both a reflection of Amber’s personality; she is always wearing a hat, as well as the fact that the baking products are a new spin on old style baking (represented by the toque style chef hat.)

Glover recommended that Amber leverage her website to tell the stories of why she founded the company as well as how the name New Hat was arrived at. Also, since Amber is focused on word of mouth advertising, Glover suggested that she assess the feasibility of providing a premium to existing customers for referrals. This may be an inexpensive way to find new leads.

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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