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When Rebranding Misses the Opportunity

Recently I received an email from a trade show display company that we have done business with over the years.

The email was to tell me all about their new name, brand and logo.  I really like this company but unfortunately their communication left me thinking, "so what?"

What does their new name and logo have to do with me? Who cares if they've changed their colors and have a fancy name?  Of course one might say that it's important to inform your clients that you have changed names, but I thought this was a missed opportunity.

Why not tell me about new resources that you have also made available to your clients along with this rebranding process? Point me to your new website where I can find ideas for my next trade show.  Provide me with content that will help me have a more successful exhibitor experience.  Maybe even connect me with other like-minded clients who have used your services and are willing to share case studies or tips for live events.

With business-to-business clients being increasingly critical of what enters their email box, don't squander an opportunity to provide value to clients. Make sure that you offer information that will make your clients' life easier; because unless you save them money, time, or effort, you're not providing value.  And if you're not providing value, you're just pushing a commodity.