Marketing by Example, Part 6

By Justin Petruccelli

Opinions expressed by Entrepreneur contributors are their own.

marketing-6.jpgHere's the new brand--same as the old brand.

It might sound like a crazy way to start off the last blog in a series about the rebranding of a company, but at the end of the day, it was less about how Pete Wiltjer would change his brand and more about how he changed the way he presented it. He's got a new website, complete with new copy, integrated social networking tools and a new logo. But he's still sending the same message, as illustrated by the photo here: "I help you find the right people." In the five years since Wiltjer first got into the PR game, finding the right people has taken on a whole new meaning. With the emergence of social networking as a mainstream marketing tool, he's putting himself out there as someone who can help clients properly use social networking tools and filter out the noise that can also be created by them.

"Business communication since five years ago has changed," he says. "Now it's a lot more interconnected and everyrone has to maintain multiple networks."

Wiltjer says it's that idea of interconnected networks that played a large part in the selection of his new logo. He's been diligent about maintaining his own web of networks, as well, and was recently able to mine a potential new client through his connection with an old friend on Facebook.

Despite his emphasis on modern social networking tools, Wiltjer's overall goal in terms of his new website was to simplify it. He's gone away from the model of the old site, which sought to outline around 20 of the services offered by the company. The new site will have a less-is-more approach on its homepage to make it easier for existing clients and prospects alike to get started. It will also highlight some third-party case studies, something Wiltjer recommends to many of his clients as a way to provide examples of their companies' successes rather than turn off prospects with desperate sales pitches.

Overall, Wiltjer says that's been the biggest lesson he's been able to take away from his rebranding project--the idea that it's more effective to pitch something to a client when it's something you're already done for your own business.

"Now I have a personal reference for some of the advice I pass on," he says. "I can say, 'This is how it worked for me.' It seems to resonate with people more strongly than if I say I was hired to do it for someone else."

If you want to keep up with Pete, you can find him at Entrepreneur Connect, where he goes by pwiltjer.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

Over 1,300 Google Employees Have Signed a New Petition Asking For Job Security

Google laid off thousands of employees in the past two years, which has left some employees feeling insecure about keeping their jobs.

Growing a Business

Entrepreneurs Should Invest in Service, Not Just Sales — Here's How to Build a Customer-First Business

A customer-first business strategy that prioritizes exceptional service, empowers employees and leverages feedback can transform satisfied customers into loyal advocates, driving sustainable, long-term growth.

Leadership

7 Telltale Signs of a Weak Leader

Whether a bully or a people pleaser who can't tell hard truths, poor leadership takes many forms.

Growing a Business

Why Empathetic Intelligence Gathering Is the Secret Weapon Every Leader Needs to Master

Strategic leadership hinges on empathetic intelligence gathering, balancing data, ethics and collaboration to drive impactful decisions.

Marketing

How New Businesses Can Create a Content Marketing Strategy

Follow these steps to develop and execute an effective content marketing plan for your business.

Side Hustle

This 29-Year-Old Quit Working 12-Hour Overnight Shifts Because Her Side Hustle Brings In Up to $8,000 a Month: 'It Makes Me Happy'

Breanna Meertins picked up a fun hobby in her free time — then learned about an opportunity that would change everything.