![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=1920&resize=1920,1036&ssl=1 "Docubee’s Rebrand That Modified Every part [+ Video]")
Rebranding isn’t nearly a brand new brand or recent shade palette.
It’s a full-on id shift that may make or break how your organization exhibits up out there. And whereas it’d look polished on the skin, the behind-the-scenes work is something however.
When carried out proper, a rebrand can sharpen your story, strengthen your go-to-market (GTM) technique, and breathe new life into how individuals see (and belief) your product.
Crystal Hoecker, Director of selling at Docubee, is aware of this firsthand. After main the cost on Docubee’s latest rebrand, she’s gathered useful 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 complete interview, take a look at the video beneath:
This interview is a part of G2’s Business Insights collection. For extra content material like this, subscribe to G2 Tea, a weekly publication with SaaS-y information and leisure.
Contained in the business with Crystal Hoecker
What made you need to transfer ahead with a complete rebrand? And what did you truly change?
I have been with this firm for six years now. 5 of these years had been when the product was referred to as OnTask.io. The product was a couple of yr outdated after I got here in to do advertising and marketing, and it simply felt like a constant uphill battle.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 well 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 mission to change over to give attention to contract and settlement options. We had been already within the throes of that, which was an enormous endeavor in itself. It was an entire web site mission, and we had been altering every thing about it.
Sooner or later, we had been at a commerce present and had been having points with our cubicles, and the one factor that we had obtainable whereas that fiasco was taking place 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. Everyone got here up and requested, “What do you do?” And I answered it with, “What do you suppose we do primarily based on our identify 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 large remessaging mission? What will we take into consideration rebranding the entire thing as properly?”
I made the case, and everyone agreed with it. We began to take motion actually shortly. We discovered an company and doubled down on that mission as a result of I wasn’t altering my deadline; I simply added a rebrand to it. The crew was thrilled.
What had been the most important 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 everyone purchased in earlier than it began rolling out. We needed to safe a reputation that was well worth the effort. It is not very simple to safe one thing that is smart and hasn’t already been taken. We began constructing a mini model to current the concept and get individuals 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 battle. That was one thing I needed to navigate in actual time as a result of I had by no means carried out this earlier than. This was individuals’s child. Individuals had been with this product since its delivery, six or seven years in the past. So it was like taking their baby away once they first heard about it.
However we navigated via some feelings and received everyone on a cohesive mission administration sheet. I simply become a mission supervisor and received all of the groups on board and aligned with heavy communication and heavy accountability. That was the one strategy to make it work, plus lots of constructive vitality alongside the way in which. The identify Docubee was enjoyable as a result of we received to make use of bee puns all through the method, and it simply added just a little comical reduction to each aggravating state of affairs.
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 crew 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 crew was falling throughout themselves. Everyone thought we had been a job record. Overcoming that originally of each dialog was so onerous. Everyone knew we needed to change to one thing.
So as soon as we defined what we had been doing, why we needed to do it, and the quantity of labor it might take from everybody, it wasn’t onerous to get everyone to purchase in, as a result of I used to be very sleek. I requested everyone what they might do. I did not give them a tough deadline and say, “You need to do that.”
I got here to them with the why, the eagerness, the joy, and I requested what labored inside their roadmap and what was real looking for them. It made them really feel seen, heard, and appreciated. After which, all of us put the plan collectively in tandem. I believe going to everyone and saying, “It is a directive, we’re doing this whether or not you prefer it or not,” would have been unhealthy. Making everyone really feel part of the method was actually essential.
Did you additionally contain prospects, companions, or exterior stakeholders within the course of? If that’s the case, how?
We requested a number of of them alongside the way in which. We began doing informal interviews with prospects concerning their satisfaction with us. Now we have some companions that we battle with day-after-day, so there is a excessive stage of belief. As quickly as we talked about that we had been contemplating this, they had 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 individuals requested what I did for a residing, I’d say, “I do advertising and marketing for OnTask.io. What do you suppose we do?” It simply turned my little take a look at for a month, and I began writing down all of the solutions. Then I began listening to again from our gross sales growth consultant (SDR) crew about the place they struggled. I used to be listening to name recordings, and I might simply inform that the prospects had been stumbling over that reply. It should not be that huge of a battle. For a B2B SaaS product, it should not be that arduous. I knew it was a mountain that we might climb simply if we simply got here up with the appropriate identify and model to beat it with.
Was there a particular model story or message you needed to bolster with the brand new id?
As we had 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 compelled. 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 excellent know-how, not something to do with our model. However I knew that model advocacy and loyalty imply a lot.
So, as we had been making an attempt to inform this contract story with OnTask, I struggled to make that story make sense. Once we converted to Docubee, lots of issues clicked. The bee flies via the method the identical approach that individuals would anticipate to undergo these processes. The employee bees are the individuals and the admins. All of it simply began clicking.
Once we weren’t hitting our gross sales targets, I might inform the passion and vitality had been out. And because the head of selling, I personal that. I do not know why I made a decision to personal the vitality of our whole product, however I do. We would have liked one thing to deliver life again to us.
As quickly as we received via among the feelings of shedding OnTask.io, everyone was 100% in. We even had a wake for OnTask.io to half with the model and respect every thing it did to get us the place we had been. It was actually humorous and nice. A variety of it was throughout COVID, too.
So, the rebrand labored on lots of fronts. It is helped gross sales, it helped us inform our story higher, it helped individuals establish 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 robust goal to get us the place we would have liked to be. And it laid a implausible basis product-wise. We simply wanted a model to assist deliver 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 social gathering to get an understanding and set a brand new benchmark for what individuals 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 outdated 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 now have this new model, we have carried out lots of 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 main 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 couple of 240% improve 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 elements have left me feeling so nice in regards to the choice to rebrand. Despite the fact that it could have taken a number of years off my life, it was the appropriate choice.
Had been there any sudden outcomes?
Watching the year-over-year traction, I anticipated it to be a restoration yr coming off of OnTask.io. We set targets that had been nonetheless progress targets as they associated to every thing from inbound to outbound, and paid. I anticipated lots of excuses as to why we had been falling.
All it did was go up. It had a number of ebbs and flows, but it surely nonetheless went up, and it is persevering with to take action. I’d like to see income straight tied again to model consciousness. That is not a actuality on a regular basis, however I’m beginning to watch every thing tick up. The primary factor I can attribute it to is the numerous new actions advertising and marketing has led which have helped deliver this product to life.
We’re now doing movies, we’re streaming, and we’re doing lots of bodily presence, even outbound is simply simpler. With the ability to do all of that and watch the influence that it is having is one thing you possibly can’t low cost. You possibly can’t say that this rebrand hasn’t made an influence. Taking a look at all of our numbers on the again finish, you actually cannot.
It has been so enjoyable to deliver this model to life. We could not deliver the OnTask.io checkmark brand to life. I attempted. We talked about having a canine named Checkers, and it did not work. However we received 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 continuously evolve, or is it higher to determine a long-term id that stays constant?
I believe it is a mix. As soon as you have established who you might be and the values individuals affiliate along with your model, it’s a must to maintain the core elements for model consistency. However manufacturers ought to evolve. Instances 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 wish and communicate their language, which additionally comes from a model perspective.
I do not mark something as carried out. 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 had been years in the past as a result of now we now have information to trace. Taking that information and making choices because it pertains to our model, messaging, and the kinds of content material individuals need to take up is essential. You need to do it to remain related along with your viewers, prospects, and prospects.
So, our work in branding is rarely carried out, but it surely’s a way more enjoyable uphill battle that we’re taking over now. It is price it, but it surely’s by no means carried out.
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Edited by Supanna Das
