ASCALi.co.uk Renaming and rebranding process

These slides are about the process of renaming and brand creation. Possibly of use for other companies thinking of a rename who want to know how to start the process.

ASCALi.co.uk is a rebranding project - that of Logistics Consulting. Created by Practically.io

1. Ascali naming
& re-brand
process
PRACTICALLY
Strategy

2. ASCALi is a rebranding project -
that of Logistics Consulting.
Itself a rebrand of GreenLight
Expert Supply Chain Consulting

3. These slides are about the process
of renaming and brand creation.
Possibly of use for other companies
thinking of a rename who want to
know how to start the process.
Accelerate Supply-Chain and Logistics

4. Look at SEO keywordsSTEP STEP 2

5. 3 STEP In this case we found "SEO will NOT come from the name" and is
more about case studies and backlinks. In other words the persona
that we are talking about who do not alrady know the client might
be swayed by articles and long-tail titles such as Delivering a great
Supply Chain network strategy"
Headlines
- Not much volume & no intent
- Search terms for names or for information
- Big boys have done lots of SEO articles
- Expensive PPC for key terms – means a lead is worth a lot

6. 3 STEP Personas
- SME of X million
- Has problems of growth in their existing supply chain
- Needs help to get there
- Is Manager or owner
- In other words they have problems of scaling, growth, and
pain points
- Hence they need expert help

7. Look at SEO keywordsSTEP
What is the client thinking

8. STEP 2 Strategy deep dive
- Why is a rename wanted?
- Dig down into the reasons
- Use MOIST as to what the
brief is
- What does good look like?

9. 3 Look at SEO keywordsSTEP
What is the client thinking
Competitor analysis + grouping

10. 3 STEP 3 Competitor
analysis
What does the landscape look
like in terms of naming,
marketing and look and feel

11. - Names of people e.g. Davies & Robson
- Odd e.g. Visku
- Acronyms e.g. LCP/SCALA
- What it does e.g. The Logistics Business
- Big boys everyone has heard of e.g. IBM
/ PWCSTEP 3
Existing names
grouping

12. *Note these may not be the up to date or
correct ones - in many ways it does not matterSTEP 3 Competitor trends*
Type only vs icons & type Blue vs Orange/Red + Outliers

13. 3 STEP Look at SEO keywords
What is the client thinking
Competitor analysis + grouping
Names

14. 3 STEP 4 1. What it is
- supplychain.supply
- supplychain.consulting
- yoursupplychain.expert
- chainguys.supply
2. Call to Action
- growyoursupplychain.com
- Supply Chain Help
- supplychainhelp.co.uk
- supplychaingrowth.co.uk
3. Acronyms
- SCGH Supply Chain Growth Help
- SCGP Supply Chain Growth Partners
- GYSC Grow Your Supply Chain
- sceva.co.uk – girls name
(meaning prepared)
4. Names ++
- CP Supply Chain Craig / Pam a la
JBR Capital
- CP/CW Logistics
- CPSC
- Cheltenham XX
Name ideasName ideas

15. STEP Look at SEO keywords
What is the client thinking
Competitor analysis + grouping
Names
Design

16. STEP 5 ALASCa
ALASCa
ALASCa
ALASCa
ALASCa
ALASCa
Accelerate logistics and
supply chain
ALASCa
a
Accelerate logistics
and supply chain
ALASC
ALASCA
ALASCa
ALASCa
Accelerate logistics and supply chain
LASCa
Accelerate logistics and supply chain
LASCA
ALASCa
ALASCa
ALASCa
Design process

17. STEP 5 Design process
ALASCa
ALASCa
ALASC a
ALASC a
ALASC

18. STEP 5 Design process
Accelerate Logistics and Supply Chain
Accelerate Logistics
and Supply Chain

19. STEP 5 It was felt rightly that ALASCa
was too close to Alaska especially
when it came to over-helpful
search engines. Switching the
name a little to Accelerate Supply
Chain & Logistics fixed this nicely.
ALASCa
ASCALi
Design process

20. STEP 5 Brand guidelines
Outcomes
Accelerate Supply-Chain and Logistics
Accelerate Supply-Chain and Logistics
Accelerate Supply-Chain and Logistics
#4475BF
R: 68 / G: 117 / B: 191
C: 77 / M: 52 / Y: 0 / K: 0
#4A566D
R: 74 / G: 86 / B: 109
C: 76 / M: 63 / Y: 39 / K: 20
#FF7F22
R: 255 / G: 127 / B: 34
C: 0 / M: 62 / Y: 95 / K: 0
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
Avenir LT 55 Roman Bold
a b c d e f g h i j k l m n
o p q r s t u v w x y z

21. STEP 5 Outcomes
Website