![Docubee’s Rebrand That Modified Every part [+ Video]](https://i2.wp.com/learn.g2.com/hubfs/G2CM_FI1161_Learn_Article_%5BIndustry_Insights_Crystal_Hoecker%5D_V1b.png?w=1480&resize=1480,800&ssl=1 "Docubee’s Rebrand That Modified Every part [+ Video]")
Rebranding isn’t nearly a brand new brand or recent coloration palette.
It’s a full-on id shift that may make or break how your organization exhibits up out there. And whereas it would look polished on the surface, the behind-the-scenes work is something however.
When accomplished proper, a rebrand can sharpen your story, strengthen your go-to-market (GTM) technique, and breathe new life into how folks see (and belief) your product.
Crystal Hoecker, Director of promoting at Docubee, is aware of this firsthand. After main the cost on Docubee’s latest rebrand, she’s gathered priceless insights on what it actually takes to navigate the method, get buy-in from leaders throughout the group, and measure what issues post-launch.
To observe the total interview, try the video beneath:
This interview is a part of G2’s Trade Insights collection. For extra content material like this, subscribe to G2 Tea, a weekly publication with SaaS-y information and leisure.
Contained in the trade with Crystal Hoecker
What made you wish to transfer ahead with a complete rebrand? And what did you really change?
I have been with this firm for six years now. 5 of these years have been when the product was referred to as OnTask.io. The product was a few yr previous after I got here in to do advertising and marketing, and it simply felt like a constant uphill battle. I even began making an attempt to buy the domains for OnTask.com as a result of I felt so strongly about it. I spent about two years on that battle, and it did not appear definitely worth the funding.
So we began fine-tuning a big portion of our product to assist contract and automatic doc processes. We began an enormous messaging undertaking to modify over to deal with contract and settlement options. We have been already within the throes of that, which was an enormous endeavor in itself. It was an entire web site undertaking, and we have been altering all the pieces about it.
At some point, we have been at a commerce present and have been having points with our cubicles, and the one factor that we had accessible whereas that fiasco was occurring was our tablecloth that mentioned OnTask.io with our little brand of a checkbox. So I simply turned it into analysis for my private annoyances with the model. All people got here up and requested, “What do you do?” And I answered it with, “What do you suppose we do primarily based on our title alone?” I ran that for about 45 minutes, and it was probably the most validating 45 minutes of my life. So I got here again, labored with management, and mentioned, “You know the way we’re doing this huge remessaging undertaking? What will we take into consideration rebranding the entire thing as nicely?”
I made the case, and all people agreed with it. We began to take motion actually shortly. We discovered an company and doubled down on that undertaking as a result of I wasn’t altering my deadline; I simply added a rebrand to it. The staff was thrilled.
What have been the largest issues or dangers you needed to navigate earlier than committing to the rebrand?
First, we had to determine what we needed it to be and get all people purchased in earlier than it began rolling out. We needed to safe a reputation that was definitely worth the effort. It isn’t very simple to safe one thing that is sensible and hasn’t already been taken. We began constructing a mini model to current the concept and get folks on my facet.
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It did not take lengthy to get management on my facet, which was nice. However then, after I did, determining a strategy to roll it out to all of the groups was a wrestle. That was one thing I needed to navigate in actual time as a result of I had by no means accomplished this earlier than. This was folks’s child. Folks had been with this product since its start, six or seven years in the past. So it was like taking their little one away after they first heard about it.
However we navigated by way of some feelings and acquired all people on a cohesive undertaking administration sheet. I simply changed into a undertaking supervisor and acquired all of the groups on board and aligned with heavy communication and heavy accountability. That was the one strategy to make it work, plus numerous constructive power alongside the best way. The title Docubee was enjoyable as a result of we acquired to make use of bee puns all through the method, and it simply added just a little comical reduction to each hectic scenario.
How did you guarantee alignment between advertising and marketing, gross sales, product, and management through the rebrand?
We went to a number of companies and a few staff members and requested them what they thought the trouble could be, and I attempted to get a price range and anticipated timeline. It wasn’t onerous to make the case for why OnTask.io wasn’t serving to us. The gross sales staff was falling throughout themselves. All people thought we have been a job checklist. Overcoming that at first of each dialog was so onerous. All people knew we needed to change to one thing.
So as soon as we defined what we have been doing, why we needed to do it, and the quantity of labor it might take from everybody, it wasn’t onerous to get all people to purchase in, as a result of I used to be very sleek. I requested all people what they might do. I did not give them a tough deadline and say, “It’s a must to do that.”
I got here to them with the why, the fervour, the thrill, and I requested what labored inside their roadmap and what was reasonable for them. It made them really feel seen, heard, and appreciated. After which, all of us put the plan collectively in tandem. I feel going to all people and saying, “It is a directive, we’re doing this whether or not you prefer it or not,” would have been dangerous. Making all people really feel part of the method was actually vital.
Did you additionally contain prospects, companions, or exterior stakeholders within the course of? In that case, how?
We requested just a few of them alongside the best way. We began doing informal interviews with prospects concerning their satisfaction with us. Now we have some companions that we battle with daily, so there is a excessive degree of belief. As quickly as we talked about that we have been contemplating this, they have been like, “Thank goodness, that is going to assist everybody.”
It appeared so apparent as soon as we made the choice. I did among the shopper analysis myself. When folks requested what I did for a dwelling, I might say, “I do advertising and marketing for OnTask.io. What do you suppose we do?” It simply turned my little check for a month, and I began writing down all of the solutions. Then I began listening to again from our gross sales improvement consultant (SDR) staff about the place they struggled. I used to be listening to name recordings, and I might simply inform that the prospects have been stumbling over that reply. It should not be that massive of a wrestle. For a B2B SaaS product, it should not be that tough. I knew it was a mountain that we might climb simply if we simply got here up with the best title and model to beat it with.
Was there a particular model story or message you needed to strengthen with the brand new id?
As we have been bringing the contract story to life, I wanted a greater strategy to do it. The model story that lived behind OnTask.io was very pressured. It did not click on, and we could not make it resonate, even with our prospects. They used us as a result of we’re an important know-how, not something to do with our model. However I knew that model advocacy and loyalty imply a lot.
So, as we have been making an attempt to inform this contract story with OnTask, I struggled to make that story make sense. After we converted to Docubee, numerous issues clicked. The bee flies by way of the method the identical approach that individuals would anticipate to undergo these processes. The employee bees are the folks and the admins. All of it simply began clicking.
After we weren’t hitting our gross sales targets, I might inform the passion and power have been out. And because the head of promoting, I personal that. I do not know why I made a decision to personal the power of our whole product, however I do. We would have liked one thing to carry life again to us.
As quickly as we acquired by way of among the feelings of dropping OnTask.io, all people was 100% in. We even had a wake for OnTask.io to half with the model and respect all the pieces it did to get us the place we have been. It was actually humorous and nice. Loads of it was throughout COVID, too.
So, the rebrand labored on numerous fronts. It is helped gross sales, it helped us inform our story higher, it helped folks determine with us extra shortly, and it made us extra memorable, which is what we would have liked. OnTask.io wasn’t memorable for something we needed to be remembered for, but it surely served a extremely sturdy goal to get us the place we would have liked to be. And it laid a incredible basis product-wise. We simply wanted a model to assist carry that product to life.
After a yr, how would you outline success for the rebrand? What key metrics mattered most?
After we hit a full yr after the rebrand in December 2024, we ran model analysis with a 3rd get together to get an understanding and set a brand new benchmark for what folks perceive Docubee to be, primarily based on particular goal industries. The suggestions from that was nice. One yr in and we have already got model consciousness. Six years with the previous model and we by no means had that. So to have the ability to accomplish that in a single yr was nice.
The stuff that I am actually in a position to see and tie again to the rebrand is our direct web site site visitors going up. Now that we’ve got this new model, we have accomplished numerous model consciousness campaigns the place they are going on to Docubee.com. Every part else we do, as any marketer is aware of, goes to a touchdown web page or a really particular place. Model consciousness occurs with simply your homepage and your major area. We have watched that go up about 250% since we began actively doing heavy model consciousness campaigns in late fall.
We have had a few 240% enhance in leads, which we are able to attribute to our model consciousness actions. And we have already seen like 10 to twenty offers begin to shut. Our gross sales life is a lot simpler. We’re watching the pipeline we’re in a position to construct, and the extra certified leads we’re in a position to get from inbound and outbound. All of those components have left me feeling so nice in regards to the determination to rebrand. Regardless that it might have taken just a few years off my life, it was the best determination.
Have been there any surprising outcomes?
Watching the year-over-year traction, I anticipated it to be a restoration yr coming off of OnTask.io. We set targets that have been nonetheless progress targets as they associated to all the pieces from inbound to outbound, and paid. I anticipated numerous excuses as to why we have been falling.
All it did was go up. It had just a few ebbs and flows, but it surely nonetheless went up, and it is persevering with to take action. I might like to see income instantly tied again to model consciousness. That is not a actuality on a regular basis, however I’m beginning to watch all the pieces tick up. The primary factor I can attribute it to is the numerous new actions advertising and marketing has led which have helped carry this product to life.
We’re now doing movies, we’re streaming, and we’re doing numerous bodily presence, even outbound is simply simpler. With the ability to do all of that and watch the affect that it is having is one thing you’ll be able to’t low cost. You’ll be able to’t say that this rebrand hasn’t made an affect. all of our numbers on the again finish, you actually cannot.
It has been so enjoyable to carry this model to life. We could not carry the OnTask.io checkmark brand to life. I attempted. We talked about having a canine named Checkers, and it did not work. However we acquired this one to life, and our Docubee bee mascot is Ziggy, and he’s a fan favourite. It has been actually, actually enjoyable, and it will proceed to be enjoyable.
Do you suppose branding ought to continually evolve, or is it higher to determine a long-term id that stays constant?
I feel it is a mix. As soon as you have established who you’re and the values folks affiliate along with your model, it’s a must to hold the core parts for model consistency. However manufacturers ought to evolve. Occasions change. Goal markets might change. We discover product-market match in several areas on a regular basis. So we have to cater to what they anticipate and want and converse their language, which additionally comes from a model perspective.
I do not mark something as accomplished. Every part in advertising and marketing is a course of. Every part may be optimized. We’re a way more data-driven firm than we have been years in the past as a result of now we’ve got information to trace. Taking that information and making choices because it pertains to our model, messaging, and the sorts of content material folks wish to take up is vital. It’s a must to do it to remain related along with your viewers, prospects, and prospects.
So, our work in branding isn’t accomplished, but it surely’s a way more enjoyable uphill battle that we’re taking over now. It is value it, but it surely’s by no means accomplished.
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Edited by Supanna Das
