What goes behind the scene of a Swedish Brand Transformation? Today at Swedish App Scene, we are privileged to have an interview with Helio to discover what it means to rebrand. This interview will be split into two segments, the Why and the How. This article will focus on How Helio rebranded, and you may read the first part of the interview here!
Helio is a co-working space company that recently rebranded from what was previously known to many as Summit. Today, Helio has eight locations with shared workspace and a community of hundreds of members. The latter spans from angel investors and eSport teams to start-ups in everything from drones to sustainable coffee.
As highlighted in our previous article on why start-ups need to rebrand, we take this a step further with an interview with Eric Spongberg, the Chief Product Officer of Helio.
Eric Spongberg, Chief Product Officer of Helio
What is the greatest challenge of rebranding?
In today’s digital world, the changing of your brand name includes changing your web domains, affecting your search engine optimisation and organic reach. It is a tricky situation to change domains without losing the 19 years of your accumulated authority on the Google algorithm.
The challenge is to educate and mobilise your people to make the change authentic across 8 different locations. Change must happen throughout the whole organisation. We’ve come a long way since we are Summit, this brand of 19 years. We need to make sure that this evolving transformation is always consistent to our core branding ideals.
What did you do in the exercise?
We had several steps to make sure that the brand change is frictionless. 10 days before the change actually happen, we had a 24 hour off-site to focus on the brand change. Our Chief People Officer, Madelene, went through one-to-one meetings with every single employee to make sure that they are consistent with the brand ideals.
Once again, it’s not just applying makeup. It’s not really changing anything if the inside is the same.
How do the employees feel?
They feel really good- people like it. We kept on questioning ourselves- who we are, why we want to change the name and overall, it was a great exercise. Their involvement in this exercise helped achieve a well thought through process, strategy and thinking behind it.
We want every employee in the company to have a sense of purpose, to know why we are administering this change. It’s also rewarding for them to know why they want to work here.
What is the future of Helio after this transformation?
We have a vision of clashing ideas, people, industries to spark brilliance.
This new vision helps to light up our new direction, where we want to be part of something bigger. We want to build a brand name that encompasses different types of people. We want to have the mix that has the best opportunities, and that means to provide traffic and network for companies hosted here. Be it venture capitalists, start-ups, designers, lawyers, developers, we create an environment where members can leverage their network to grow their business.
Well, for people who want to rebrand their businesses, they probably already know what needs to be done. Just three key points to remember:
- Start with why you want to rebrand
- Preparation is key, estimate at least 6 months homework
- The new name and identity should be the last on your mind in the beginning.
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