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Newsletter September 2024

As the Administrator of our vibrant and ever-growing veteran-focused community, I am delighted to share some thrilling updates that are sure to inspire and energize all of us who are passionate about the success and empowerment of veteran-owned businesses.

First and foremost, I am excited to remind you that the highly anticipated "Making the Connection" Veteran Owned Business Conference is just around the corner! This premier event will take place from September 10-12, 2024, at the MetroTech Springlake Campus in Oklahoma City. This isn't just another business conference—it's a unique gathering that brings together veteran entrepreneurs, industry leaders, and community supporters from all corners of our state and beyond.

This year’s conference promises to be our best yet, featuring an incredible lineup of speakers, workshops, and networking opportunities designed to equip you with the tools, knowledge, and connections needed to take your business to the next level. Whether you're a seasoned business owner or are just beginning to explore the idea of entrepreneurship, this conference offers something valuable for everyone. You’ll have the chance to connect with like-minded individuals who share your drive and determination, learn from experts who understand the unique challenges and opportunities facing veteran-owned businesses, and discover new strategies to help your business thrive in today’s competitive market.

But the excitement doesn’t stop there. I am also thrilled to announce a new opportunity that we believe will greatly benefit our community of veteran entrepreneurs—advertising in our monthly OKVetWorks Program newsletter! For the first time, we are opening up our newsletter to advertisements, allowing you to showcase your business, products, or services to a dedicated audience that truly values and supports veteran-owned businesses.

Our monthly newsletter reaches a wide and engaged readership, including veterans, entrepreneurs, business leaders, and community members who are all passionate about the success of veteran-owned enterprises. By advertising in our newsletter, you can ensure that your business is seen by those who are most likely to support and champion your endeavors. We offer a range of ad sizes to fit every budget, from full-page spreads to business card-sized placements, providing you with a cost-effective way to boost your visibility and reach potential customers.

We believe that by offering this new advertising platform, we can further strengthen our community and help more veteran-owned businesses achieve their goals. This is more than just an opportunity to promote your business—it's a chance to become an integral part of a network that supports, uplifts, and celebrates veteran entrepreneurs.

So, whether you’re attending the "Making the Connection" conference, looking to advertise your business, or both, we invite you to take full advantage of these opportunities. Let’s continue to build a strong, supportive community where veteran-owned businesses can flourish and succeed.

Thank you for being a vital part of our community. I look forward to seeing you at the conference and featuring your business in our upcoming newsletters!

OKVetWorks Program Monthly Newsletter Advertising OpportunitiesReach Thousands of Veterans and Business Owners Monthly!Are you looking to grow your business, connect with the veteran community, or promote your services? The OKVetWorks Program Monthly Newsletter is the perfect platform to reach your audience. Advertise in our newsletter to enhance your visibility and connect with veterans, their families, and businesses across Oklahoma. Ad Sizes and Pricing Full Page Ad Size: 8.5" x 11" Annual Rate: $600 Half Page Ad Size: 8.5" x 5.5" Annual Rate: $300 Quarter Page Ad Size: 4.25" x 5.5" Annual Rate: $150 Business Card Size Ad Size: 3.5" x 2" Annual Rate: $75 Why Advertise with Us? Targeted Audience: Direct access to veterans, military families, and businesses throughout Oklahoma. High Engagement: Our newsletter is a trusted resource, ensuring your ad reaches an engaged and loyal audience. Cost-Effective: Affordable rates for maximum exposure. Support Veterans: By advertising, you help support the OKVetWorks Program and our mission to empower veterans and their businesses.Ready to Get Started?Contact us today to reserve your spot and grow your business!

Rebranding Your Business: A Comprehensive Guide to Revitalizing Your Brand Identity and Capturing New Markets

In an ever-changing business landscape, the ability to adapt and evolve is crucial for sustained success. As industries shift and consumer preferences evolve, businesses must stay ahead of the curve to remain competitive. One of the most impactful ways to do this is through rebranding. However, rebranding is not just about changing your logo or updating your color scheme—it’s a comprehensive strategy that touches every aspect of your business, from your visual identity to your core values, messaging, and customer relationships.

The Strategic Imperative of Rebranding

Rebranding is a powerful tool for businesses of all sizes, whether you’re a startup looking to establish a strong market presence or a well-established company seeking to stay relevant in a rapidly evolving industry. Here’s why rebranding might be the right move for your business:

Adapting to Market Changes: Markets are not static; they are constantly influenced by technological advancements, economic fluctuations, cultural shifts, and competitive pressures. What resonated with your customers five or ten years ago may no longer have the same impact today. Rebranding allows you to realign your business with current market trends, ensuring your brand remains relevant and appealing to your target audience.

Reflecting Business Growth and Evolution: As your business grows, so too does its scope and complexity. A brand that once represented a small, local operation might not adequately reflect a company that has expanded nationally or globally. Similarly, if your business has diversified its product or service offerings, your brand should evolve to communicate this broader scope effectively.

Responding to Mergers, Acquisitions, and Restructuring: When companies merge or acquire new businesses, rebranding can help unify the new entity under a cohesive brand identity. This not only makes it easier for customers and stakeholders to understand the new direction of the business but also helps in integrating different corporate cultures and values under a single brand umbrella.

Rebuilding a Tarnished Reputation: No business is immune to setbacks, whether they come in the form of negative publicity, a product recall, or customer dissatisfaction. In such cases, rebranding can serve as a reset button, allowing you to distance your business from past issues and signal a renewed commitment to quality, transparency, and customer satisfaction.

Standing Out in a Crowded Market: In industries where competition is fierce, differentiation is key. Rebranding can help you carve out a unique position in the market by highlighting your distinctive values, innovative approaches, or superior customer service. A strong, differentiated brand can be a powerful competitive advantage.

Aligning with New Vision, Mission, or Values: As businesses evolve, so do their vision, mission, and values. A rebrand can reflect these changes, ensuring that your outward image aligns with your internal ethos. For example, a company that has made a strategic shift towards sustainability might rebrand to emphasize its commitment to environmental responsibility.

Appealing to a New Audience: If your business is expanding into new markets or targeting a new demographic, rebranding can help you connect with this audience. A brand that resonates with millennials, for example, might look very different from one designed to appeal to baby boomers. Rebranding allows you to tailor your image and messaging to the needs and preferences of your new audience.

The Rebranding Process: A Step-by-Step Guide to Transformation

Rebranding is a complex process that requires careful planning, strategic thinking, and meticulous execution. It’s not just about making cosmetic changes; it’s about fundamentally transforming how your business is perceived in the market. Here’s a detailed guide to help you navigate the rebranding journey:

Conduct a Thorough Brand Audit:

Assess Your Current Brand Assets: Begin by taking stock of your existing brand elements—your logo, color palette, typography, messaging, and overall brand identity. Identify what works well and what may be outdated or misaligned with your current business goals.Engage Stakeholders for Insights: Gather feedback from key stakeholders, including employees, customers, partners, and industry experts. Use surveys, interviews, and focus groups to gain a comprehensive understanding of how your brand is currently perceived and where there might be opportunities for improvement.Analyze Market Trends and Competitors: Conduct a thorough analysis of the current market landscape. Identify emerging trends, customer preferences, and competitive dynamics. This research will help you position your rebrand in a way that resonates with your target audience and sets you apart from competitors.

Define Your Rebranding Objectives:

Establish a Clear Purpose: Clearly articulate the reasons for your rebrand. Are you looking to modernize your image, attract a new customer base, or reposition your business in the market? Understanding the purpose of your rebrand will guide every subsequent decision.Set Specific, Measurable Goals: Define concrete goals for your rebrand, such as increasing brand awareness, improving customer sentiment, or driving sales growth in a particular segment. Having clear objectives will help you measure the success of your rebranding efforts.

Craft a Comprehensive Brand Strategy:

Revisit Your Mission, Vision, and Values: Your brand’s mission, vision, and values are the foundation of your identity. Ensure these core elements are still relevant and aligned with your business goals. If necessary, update them to reflect your company’s evolution.Develop a Unique Selling Proposition (USP): Your USP is what sets you apart from competitors. Clearly define what makes your business unique and how you deliver value to your customers. This proposition should be at the heart of your rebrand.Define Your Brand Persona and Voice: Your brand persona and voice should reflect your company’s personality. Whether your brand is formal or casual, innovative or traditional, your voice should be consistent across all communications and resonate with your target audience.

Design a New Visual Identity:

Redesign Your Logo: Your logo is one of the most recognizable elements of your brand. Consider whether it needs a refresh or a complete redesign. Ensure your new logo reflects your updated brand identity while remaining simple, memorable, and versatile across different mediums.Select a New Color Palette and Typography: Colors and fonts play a critical role in conveying your brand’s personality. Choose a color palette and typography that align with your brand’s new direction and are consistent across all brand materials.Update Marketing Materials and Brand Assets: Revamp all marketing materials, including business cards, brochures, packaging, and digital assets, to reflect your new brand identity. This also includes updating your website, social media profiles, and any physical signage to ensure a seamless brand experience.

Revise Your Brand Messaging:

Create a New Tagline: If your old tagline no longer fits your brand’s new direction, develop one that encapsulates your new identity in a memorable and impactful way. A strong tagline can reinforce your brand message and help differentiate you from competitors.Align Your Voice and Tone: Ensure your brand’s voice and tone are consistent across all communications, from marketing campaigns to customer service interactions. Your messaging should reflect your brand’s personality and resonate with your target audience.Develop Core Messaging Points: Create a set of key messages that communicate your brand’s core values, benefits, and differentiators. These messages should be used consistently across all marketing channels to reinforce your new brand identity.

Plan and Execute a Strategic Rollout:

Develop a Detailed Rollout Plan: Rebranding is a complex process that requires careful coordination across all touch-points. Create a comprehensive plan that outlines when and how each element of your rebrand will be introduced, including updates to your website, social media profiles, physical signage, and marketing materials.Involve Your Team in the Rebrand: Your employees are your brand ambassadors. Ensure they are fully briefed on the rebrand, understand the reasons behind it, and are equipped to communicate the new brand identity to customers and partners.Leverage a Multichannel Approach: Use a combination of digital and traditional channels to announce your rebrand. This might include a press release, email campaigns, social media posts, and launch events. Ensure your messaging is consistent across all platforms to create a unified brand experience.

Communicate the Change to Your Audience:

Be Transparent with Your Audience: Clearly communicate the reasons for your rebrand to your customers and stakeholders. Transparency is key to maintaining trust and loyalty during the transition. Explain how the rebrand will benefit them and what they can expect moving forward.Tell Your Brand Story: Use storytelling to convey the journey behind your rebrand. Share the inspiration, challenges, and vision that led to the transformation. A compelling brand story can help humanize your brand and create a deeper connection with your audience.Engage and Involve Your Audience: Encourage your customers to engage with your new brand. This could include inviting them to share their thoughts on the rebrand, hosting a launch event, or running a social media campaign to generate excitement and awareness.

Monitor the Impact and Adapt as Needed:

Track Key Performance Metrics: After launching your rebrand, closely monitor key performance indicators (KPIs) such as brand awareness, customer sentiment, website traffic, and sales. Use this data to assess the success of your rebrand and identify any areas that may need adjustment.Solicit Ongoing Customer Feedback: Continue to gather feedback from your customers to gauge their reaction to the rebrand. Are they embracing the new identity? Are there aspects they find confusing or off-putting? Use this feedback to make informed decisions about any necessary tweaks.Stay Flexible and Open to Change: Rebranding is not a one-time event; it’s an ongoing process. Be prepared to make adjustments based on the data and feedback you receive. Staying flexible will allow your brand to evolve naturally and remain relevant in a changing market.

The Rewards and Challenges of Rebranding

Rebranding is a significant undertaking that comes with its share of challenges and rewards. When executed thoughtfully, it can breathe new life into your business and open up new opportunities for growth. However, it’s important to understand the potential risks and challenges before embarking on this journey.

Potential Rewards:

Renewed Relevance and Appeal: A successful rebrand can help your business stay relevant in a changing market, attracting new customers and re-engaging existing ones.Stronger Market Position: By differentiating your brand from competitors, rebranding can position your business as a leader in your industry, paving the way for future growth and expansion.Enhanced Customer Loyalty: A rebrand that resonates with your target audience can strengthen customer loyalty and foster deeper connections with your brand.Increased Brand Equity: A well-executed rebrand can enhance your brand equity, making your business more valuable and competitive in the marketplace.

Challenges to Consider:

Risk of Alienating Existing Customers: If not handled carefully, a rebrand can confuse or alienate loyal customers who have a strong connection to your old brand. It’s important to manage the transition thoughtfully to retain customer loyalty.Significant Financial Investment: Rebranding requires a substantial investment of time, money, and resources. From research and design to marketing and implementation, the costs can add up quickly. It’s important to weigh the potential benefits against the costs before proceeding.Complexity of Implementation: Rebranding involves updating a wide range of brand assets, from your website and marketing materials to physical signage and packaging. Ensuring consistency across all touch-points can be a complex and time-consuming process.Potential for Brand Confusion: If not executed properly, a rebrand can lead to brand confusion, with customers struggling to recognize or understand the new identity. Clear communication and a well-planned rollout are essential to avoid this pitfall.Embracing the Evolution of Your Brand

Rebranding is more than just a refresh of your logo or a change in your color scheme—it’s a strategic transformation that can redefine your business’s identity, position you for future growth, and help you connect with a new generation of customers. When approached thoughtfully and executed with precision, rebranding can be a powerful catalyst for success, enabling your business to stay relevant, competitive, and resilient in an ever-changing market.

However, rebranding is not without its risks. It requires careful planning, a deep understanding of your market and audience, and a commitment to maintaining the integrity of your brand throughout the process. By taking a strategic, step-by-step approach, involving your team and stakeholders, and staying flexible in the face of challenges, you can successfully navigate the complexities of rebranding and achieve your business objectives.

In the end, a strong brand is one that evolves with the times, remains true to its core values, and continuously adapts to meet the needs of its customers. Whether you’re rebranding to modernize your image, reflect business growth, or differentiate yourself from competitors, the key to success lies in understanding the strategic importance of rebranding and executing it with clarity, creativity, and conviction. Embrace the evolution of your brand, and position your business for a future filled with new opportunities and lasting success.

87When you start your company, branding is always one of the  rst things that you work with, even when not doing so con-sciously. The  rst branding of the company happens the mo-ment you decide on a company name, get your  rst logo made or decide what typography to use for the company name.The branding of the company continues all by itself, even if you are not actively trying to brand your business. You will yourself always be the brand that the customers perceive, no matter if you have tried to in uence their perception or not.But how can you change your brand, as a new and entrepreneurial startup company, to that of a professional and attractive supplier in the market?Branding or marketing?Branding is not the same as marketing although there are some overlaps. A way to de ne the di erence is that mar-keting is about how to spread the knowledge of the compa-ny and its brand, while branding is about de ning what to spread. You can create a lot of marketing activities without creating a strong brand.The word branding really stems from the branding of cattle. It refers to what to ‘brand’ the company with and how to make everybody know where the company ‘belongs’. Compared to marketing, branding is more about de ning what the company stands for and how it - so to speak - can be recognized among all the other cows on the prairie.Emotional barriersAs always when developing your business, it is not just pro-fessional barriers you might encounter, such as learning how to work systematically and professionally with branding. You are also up against some emotional barriers.When it comes to branding, some entrepreneurs might feel that their company is “too small to work with branding” and that they “can’t a ord that type of thing.” But branding is not about big budgets and television commercials. Rath-er, it is about the small details that the customers experience every time they come in contact with the company. A little re ection goes a long way, and looking at the numerous al-ternatives for branding that exist is well worth it.Another barrier for working with branding might be that you do not feel “creative enough” to create a good brand, and Focus Area: BrandingVersion 1.8.5From Nice Logo to Strong Brand –Becoming known for who you areAs entrepreneurs we might  nd ourselves up against competitors who are better known than we are. They have a better brand that is able to attract more customers and gives them the possibility of setting higher sales prices. But how do we create an authentic and credible brand for ourselves?“When you have a strong brand, you create a company to be even more proud of.”Licensed to Daron Hoggatt, Oklahoma Department of Veterans Affairs. Downloaded August 29, 2024.

88BRANDINGmost likely you probably are not. Especially, when it comes to designing your own logo. Not even if your friends and family think that the logo you have made in your word processing program is nice. Developing a profession-al identity takes the professional skills of a graphic designer. It is not a question of whether you can a ord it, but more a ques-tion of whether you can a ord not to. At the same time, branding is not only about logos, which means that there are many other branding jobs to do while the graphic designer works on the logo.A  nal emotional barrier faced when working with the brand might be that you think that everything is “alright” as it is. You might not be the type of person who cares deeply about how things look on the surface and thus perhaps assume that others do not either. The thing is though that most people are very in uenced by  rst visual impressions, even if they are not aware of it. You might not notice that something has an excellent design, but you will notice it immediately if it is poorly designed.Many paths to the strong brandCreating a strong brand is not only about having a nice logo, even if it begins there. Creating a strong brand is like solving a puzzle that has many di erent pieces, as the illustration “The Pieces of Branding” shows. You have to consider the visual identity the voice identity, the physical identity and the attitude identity of the company, The visual identity of the company is about deciding on everything from company logo to all the various elements in the graphic design pro le of the company. For example, which colors and typographies are the best to express what the company stands for? And what types of photos or illustrations are to be used to sup-port the brand? The type of media that the company chooses to market itself through says a lot about who the company is. Do you use ads in traditional media, podcasts or poster campaigns? The voice identity of the company is in direct continua-tion of the visual identity. Sometimes, it is also called tone-of-voice and it is about the words that you use and the way that you express yourself, e.g. in brochures and on your web-site. Are you the conservative, experienced company or the young and alternative company? And what is the general key message in your slogan or headlines? Part of the voice identity is also the names you give your products. Do they have technical names, are the names similar to the company name, and do you use English or foreign names?A third piece of the branding puzzle is the physical iden-tity of the company that is also part of creating the brand as a whole. Physical Identity deals with how your products are designed and packaged, but also with your and your em-ployees physical appearance and attire. Part of your physical identity is also the location you have chosen for your o ce and how the o ce is decorated. What is on the walls that tells something about what the company is?Values  rstFinally, the fourth piece in creating a strong brand is the attitude identity of the company. This piece is not necessari-ly more important than the other pieces, but it should be the  rst one to set in place when solving the company branding puzzle. The values that you de ne within your company are the very ones to manifest in the visual, physical and voice identity to make the brand image completely clear.Company values have various characteristics. It might be social values, such as environmental ethics or commitment to a social issue. Values like these are more relevant in some businesses than others. But all types of companies are able to de ne some professional values that express their attitude towards issues pertinent to the line of business that they are in. How do you de ne good quality?Finally, you can also de ne what you might call a com-pany’s cultural values. They are the culture in your company and among your employees that your customers experience. The cultural values might also be found by deciding on well-known persons who represent the values of the company; a person who you would like to be associated with and there-fore use in your marketing. You can  nd more examples of elements in branding in the chart.VISUAL IDENTITY Graphic Design Color Palette LogoTONE OF VOICE Product Names Slogan/Mantra LanguageCOMPANY VALUES Professional Values Cultural Values Social ValuesPHYSICAL APPEARANCE Product Design Office Interior PackagingBranding Opportunities: Choosing branding activities to build a strong brand© GrowthWheel International Inc. and David Madié. “You are always a brand, no matter if you work actively on creating one or not.”Licensed to Daron Hoggatt, Oklahoma Department of Veterans Affairs. Downloaded August 29, 2024.

89BRANDINGCounter positionA brand will generally have a stronger identity if it is built not only on good common sense values, but also on values that counterposes the company to other players in the eld. --Val-ues that provide a contrast and claries the possibilities of choice for the customer. This is important because customers choose, among other things, to buy brands when they feel a distinct identication with the company values. The more ex-plicit the values and the stronger the contrast, the easier it is to attract customers.However, you can’t just pick a random area in which you would like an identity dierent from the competitors. To make a brand believable it has to be authentic. A brand is authentic when it is rooted in the real values of the company - and perhaps the identity of the founder - and not just based FIELD JOB EXAMPLES OF ELEMENTS IN BRANDINGVISUAL IDENTITYLogo• Choice of color and shapes in logo • Denition of rules of use for logo (design manual)• Registration of trademarks on company and productsGraphic design• Font and sizes to be used• Color palette with chosen colors for print and screen• Type of photos or illustrations to be used in materialsChoice of media• Printed paper (brochures, posters, labels etc.)• Types of merchandise (coffee mugs, gift items, etc.)• Ad media (online & ofine)VOICE IDENTITYNames• Company name to express the right thing• Sub name to use in certain markets• Independent product names for selected productsSlogan• Company slogan to emphasize who you are• Product slogans to accentuate key messages• Key messages for various client groupsTone-of-voice• Linguistic style and personality in the company texts• Preferred choice of words - or words to be avoided• Consistent metaphorsPHYSICAL IDENTITYProduct design• Packaging• Choice of material• Enclosed documentationRooms• Ofce location(s)• Decoration (furniture, pictures, colors, things)• Orderly or ‘creative mess’Personal appearance• Own personal style• Employee attire• Customers who visit the ‘shop’ATTITUDE IDENTITYSocial values• Ethical values (environment, human rights)• Social and societal commitment • Social mission of the companyProfessional values• Professional attitudes to conduct of work• Denitions of quality and standards• Manifest (philosophy, mission)Cultural values• The thoughts and feelings of the company• Culture among employees• Association with role models on the values that you say you have or want. One way to look for the real values is to consider the behavior of the company and the employees from the day the company was founded and until now. Rather than creating an identity, branding is about nding the identity that you already have and ensur-ing that there is a consistency between what you express in all parts of the company communication. What is important is not that your brand says that you are the best, but that it expresses what you actually stand for. That you are who you say you are.Live the brandOne of the best ways to “authenticate” your brand is to live it. Living your brand means trying to become the brand you say you are, by acting accordingly and maybe even by taking Licensed to Daron Hoggatt, Oklahoma Department of Veterans Affairs. Downloaded August 29, 2024.

90BRANDINGpowerful actions that let the character of the company shine through.You might ask yourself, what would be the ultimate way to express the brand. What would another company with your values do? By taking such a powerful initiative you will com-municate eectively to your surroundings what you stand for as well as demonstrate that you believe in what you say. That is the way in which strong brands are created, and it is the way to begin the long, stepwise journey towards building a company with a strong and credible identity.Making a dierenceWhen you have a good reputation and the customers have a clear vision of what they are buying and who they are dealing with, they are more attracted to your products and your com-pany. That means that you might be able to raise the prices and get more loyal customers who will not use other suppli-ers immediately.But there is also another value when working with the branding of the company, and that is that when you have a strong brand, you create a company to be even more proud of: A company that not only has a clear-cut identity but also knows why it exists and how it is going to make a dierence.Suggestions for the next step• Clarify your company’s values and decide what you want it to be known for.• Make a list of activities, based upon the Elements of Branding table, that will make your brand spread through the company consistently.• Do things in the everyday life that prove that you are your brand.© GrowthWheel International Inc. and David MadiéLicensed to Daron Hoggatt, Oklahoma Department of Veterans Affairs. Downloaded August 29, 2024.

OLD OKVetWorks REBRANDED! 2132 NE 36th St. Oklahoma City , OK 73111 NEW