Embracing Customer Delight: Behind the Groove Rebrand
I have worked in start-up marketing for almost 25 years and have rebranded countless young companies in the process. In most cases, the original brand was developed quickly and subjectively, reflecting the personality of the founders more than alignment with their target market.
What most people don’t realize is that, when done correctly, building a company’s brand involves a lot more than choosing an aesthetically pleasing font and color palette. The best brands mean something. They evoke emotion. They elicit a visceral response from the individual who is experiencing it, albeit subtle.
Great brands also encompass more than great design…they convey a personality, which includes clear guidelines around tone and style, but most importantly, they are developed around a set of core brand values. Similar to core values that help shape a company’s culture, brand values help shape the personality that you want your company to have. How do you want people to feel when they interact with your products, services and employees?
When I joined Groove a year ago, it was clear that the brand was ready to evolve. The first thing you need to assess when undertaking a rebrand is the company name itself. I was fortunate stepping into this role, because our co-founders had already chosen a name with great meaning – and while we still face an uphill battle from an SEO perspective, it’s an easy name to remember. (Note: If you would like to learn more about the power of naming, I recommend the classic “Positioning: The Battle for Your Mind” by Al Reis.)
Our co-founders picked our name because it represents being “in the groove” or “in flow,” which is a heightened state of consciousness that people feel when they are mindful, fully engaged and executing perfectly. This is how it feels to consistently win, and it’s a feeling that every salesperson strives to achieve every day. Groove brings our customers within reach of this flow state by automating non-sales activities, so they can immerse themselves in what they love: building stronger relationships and crushing their number.
The next core tenant of the Groove brand is the concept of “customer delight.” When I joined Groove a year ago, we had consistently ranked #1 in customer satisfaction on G2 for more than a year, and I am proud to say that we still hold that position to this day. Our award-winning customer support team is the best in the industry, and our average time-to-issue-resolution is less than 24 hours. Whereas a lot of companies will say that they are committed to customer success, at Groove we truly walk the walk – and we felt strongly that this needed to be reflected in the next evolution of our brand.
On Monday, January 25, we officially launched the new Groove brand to reflect the delight that our customers feel when they are winning as a result of our partnership. We are excited to kick off 2021 in flow and look forward to delighting our customers even more as we scale and grow together.