Rebranding: our new identity and positioning for today's market!

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In a constantly changing market, such as that of marketing, digital and advertising agencies, adaptation is essential for the success of any agency that is already operating or starting to operate in the market, whether regional or national.

Agencies talk to companies, so there is no point in having communication and positioning focused on something B2C, unattractive colors and a message full of mental triggers, without a clear positioning and well-defined brand strategy .

Our CEO, Rebranding: our new identity and positioning for the current market!, had already been planning the repositioning of Neoplan, with a new visual identity. The team had already been preparing this change based on consultancy and research carried out at the end of 2021 and beginning of 2022.

This provided the basis for the creation of a new color palette with a darker tone, bringing out the agency's serious approach, where planning takes precedence over the creative side.

At that time, it made sense. Everything was aligned with the agency's objectives and the positioning adopted, with the consultant's recommendations and with what was observed in some players — mainly from outside Brazil.

Why did rebranding become necessary?
At the beginning of 2023, Neoplan underwent a new brazil whatsapp data mentoring session, with the aim of analyzing the clients already served, the current positioning and the medium to long-term objectives. The aim was to see if everything was still aligned with what had been defined in the previous year.

The new mentor suggested conducting internal and external research , including questionnaires with employees, customers and relevant people in the marketing field. This would help in understanding Neoplan's current situation and how it was perceived by employees and the market.

The survey with employees was important to help identify the positive and negative points of the organization, from an internal perspective, what was bad, what was good, etc.

With the information in hand, it was possible to realize that it was necessary to establish a solid organizational culture, work on employer branding more intensively, as well as improve work processes and deliveries.

In addition to the collaborators, some highly relevant people in the marketing market were called upon to indicate whether the path being followed was in line with the objectives and positioning and with the current reality of the market.

Because they had extensive experience with large companies and enterprises — which was their target audience — they made extremely constructive criticisms of the color palette, the layout of the new website that was being developed, the communication, etc.

The customer survey was essential to understand the external view — the one that customers have of Neoplan and the services provided — what the advantages are, the positive and negative points and the level of satisfaction with the agency.

Fortunately, the average level of satisfaction with the services provided and support was above 90%, but this did not prevent us from observing areas for improvement, as what is already good can be improved.

During this process, it became clear that the agency's identity and positioning were not aligned with its objectives and the current scenario. It was then that the need arose to rebrand , reformulate and renew the Neoplan brand.

The need to keep up with market trends and developments became clear. Strategies needed to be updated and objectives rethought to ensure the agency’s relevance in today’s competitive landscape.