Rebranding is one of the toughest marketing decisions a company can take. Even then, once the decision has been finalized, it is one of biggest corporate manoeuvers a company can execute. That’s why, when our clients come to us asking for our help to rebrand them, we pull all the stops to deliver them a highly successful rebranding campaign. We put ourselves into the project, understand our client’s requirements, get a feel of what their customers think and want from them, and then create a rebranding strategy that works flawlessly.

POS Technologies realized this about us recently when they approached us to rebrand them. For me, as the head of team entrusted with the rebranding of POS Technologies, it was a massive challenge. Not because it was anything that we hadn’t already done, but because it was a well-established brand in the market. So, it would be an understatement to say that it was a challenging responsibility.

At Dual Pixel, our first step is to understand where the brand stands at present. We sat with the executives from POS Technologies, and discussed in detail the products they offer, their pricing strategies, their positioning, their marketing strategies, and even their sales. We began to gain an understanding of how their business works.

As we poured over their marketing history, we began to notice a pattern of sorts. They were a tech company, working in a highly competitive B2B segment, and their primary branding color was red. That’s a huge ‘red’ flag in my book.

For starters, the color red works best in industries where the customers make impulsive purchase decisions, such as the fast food industry. Red color is known to increase blood pressure, and create a sense of urgency in people. That’s why fast food chains use it. For a B2B tech company, where the purchase decisions are made after weeks, if not months, of planning and discussions, red is simply not the color to go for. Plus, red is a symbol of termination or suspension. So, it was certainly not resonating with the customers, considering that they are in the tech business.