Our goal for our re-branding project was to take the shortest distance between two points. Go from “Who are we and what do we do?” to “Who is our client, and why do they need us?” If you tell someone what it is that you do, and their next question is, “so… what do you do?—then you’re in trouble. Today, business people have less and less patience and there’s nothing that tests their patience more than, “confusion.”
Our company website and overall sales approach, like so many companies today, was dated. Our website was designed to be Flash(y) and self-contained—don’t find us, we’ll find you. By today’s standards we were showing up to the prom in a powder blue tuxedo, ruffled shirt and clip on bow tie. We needed to make ourselves current, to not only be competitive, but look competitive. It wasn’t too long ago when social media meant sending an email. Today, it’s a brave new world, and increasingly virtual.
First, we needed to address our website—this is where your clients want to go and see whether or not you are for real. This is not your Facebook page or your MySpace page, this is for grownups—your suit and tie page. It used to be that a website could last years. Today, they become obsolete almost by the time you are finished updating them. Second, I knew we had to focus on how we were going to approach new business. While the industry is still the same; marketing and advertising, production and production services, have changed dramatically. And, like any playing field, you either adapt to the changes or get beaten by them (to me, it was an easy choice to make).
What all this meant to me, without really knowing any better, was we needed to “re” something—Re-group? Re-invent? Re-vitalize? Re-establish? Re… gurgitate??? We needed to reflect, understand, and foresee. There was this nifty catch-phrase floating about, one of those phrases if you were asked what it is you did for a living and you answered with this word, then the very next question would be, “so, what do you do?” Without really understanding it, this catch phrase seemed to be what we needed, (after all, that’s how they become catch phrases, you eventually catch on)—and no, the catch phrase was not “Rosebud” or “Plastics,”… it was, “rebranding.” So, I started to do some research. Once I understood what it meant—basically, charting a course of action for your business with your past, present, and future in mind; I was sure this was what we needed. So, I started asking around for recommendations. After receiving many, and speaking to many, I thought I should do my own research as well. So, I went online and searched for the keyword “Rebranding.”
And that’s when I came across Tungsten Branding. Search engine after search engine kept leading me to Tungsten Branding. Their website was informative, and their response to my initial inquiry was immediate. Later, it became more and more apparent that Tungsten Branding was a clever name thought of by Phil Davis, the principle owner of the company. Phil Davis made the difference for me in the end. He was the guy that was accountable. He papered the deal, he was responsible for its terms, and he delivered. I think in any business, customer service is 9/10ths of the law, and Phil Davis delivered this personally (and with a smile). Phil, listens, understands and gives you as much room as you need or want to be collaborative.
First up was our company name, International Production Company. In the advertising/commercial world there are two distinct categories. Production (when they hire both your company and your director), and production services (when they already have a production company and director, but need your expertise in your base locations, which in our case is Prague and Los Angeles). In rebranding we identified a common word that best describes what we do, no matter our function—Production. And while, no one word will say it all when it comes to business, certain words say more than others, so hence, the shortest distance between us (the company) and you (the client) as far as our company name is concerned is Production (Inc), it’s what we do best. Our previous name International Production Company, not only pigeon holed us as an “international” company, (which we are, but only in part as the US is a very big market for us), but we could not own the domain name because it was taken, hence our domain name was www.intlprodco.com (clunky). Now we own Production Inc, it’s clean, neat and coining an already coined phrase, “everyone knows your name.”
You’ll find, “A Field of Dreams” only exists in the movies. “If you build it, they will come” in in terms of entertainment only costs you the price of a movie ticket. Rely on it in business and you’ll lose your farm. In business you not only have to build that field, you have to advertise the hell out of it, because if you build it and no one knows about it, they ain’t comin’ (as they say in Iowa). Rebranding is an integral part of building your field. But, it doesn’t start or end there—you have to build it, put it to its best use; then make certain all of your clients and potential clients know about it. Ted Turner was once asked; how he became a billionaire? He laughed and said he was no longer a billionaire since his friends Bill Gates and Warren Buffet talked him into donating half of his wealth to charity—nevertheless, he said his answer was simple—“Early to bed, early to rise, work like hell and advertise!” He laughed again, knowing it was much easier said than done.
So, Production Inc rebranded. Same great company, same great service—but now we want everyone to know about it. No longer are we that baseball field sitting in Iowa (or Prague for that matter), no one knows about. We are the production company known for its high profile films and television; yet as passionate about its directors, commercials and corporate content. And, we are much more proactive in getting our message across to our valued clients and prospective clients. We have gone from a company whose marketing and advertising was living in the past, to a company much more proactive and efficient in its ability to get its message in public view. A company that understands the positive effect rebranding can have both on its own business and the business of its clients. Yes, we believe our website serves the same function as before. Yes, we still have social media resources, same as we did before. And, yes, in many ways we are still the same company—(because it wasn’t broken, then why fix it?), but now “papa’s got a brand new bag.” Re-branding cannot take a broken company and fix it. Re-branding is about taking a successful company, and making sure people know about it. To let people know how great your baseball field is in Iowa, and that Shoeless Joe Jackson is playing on it.
Now, thanks to rebranding our website and social media are working with us. Now our message is reaching the people and businesses we need, and who need us. Our website and social media are now playing a much more vital role in reinforcing and forming connections/relationships all over the world; underscoring what we truly are as a company—global. Have talented directors, experienced producers and relationships all over the world—will travel!
Through rebranding our message is clear. Production Inc is a comprehensive commercial, film and television production company with offices in Prague and Los Angeles. We’re a global, will-do company, offering a talented team of international directors and a full range of services. At Production Inc we produce and direct for you.