Liz & Sandro discuss their name change & why they had to rebrand from 60 Second Marketing!

Episode 0284

Rebranding a Podcast

Sandro: [00:00:03] Welcome to the Liz & Sandro Marketing Podcast. We’re the podcast that helps small businesses grow through all things digital marketing including CEO reputation management and so much more including rebranding. It’s the rare hopefully only once in a lifetime once in a business life-time?

Liz: [00:00:20] Sure. Yeah. So this episode is it’s a little overdue but we wanted to share our story about why we changed the name of our podcast. For those longtime listeners you know that in March of this year we rebranded, relaunched or relaunched as Liz & Sandro’s Marketing Podcast

Sandro: [00:00:42] Where before we were the 60 Second Marketing Podcast. And that name came about when Liz & I were pitching around ideas over two years ago because I loved a podcast called 60 Second Science and once a day they give you a 60 second bit of knowledge and science. I thought, “well we should do that. Let’s do that Liz!” And an individual reached out to us in late last year in November who said “hey you may be infringing on my trademark.” And we looked into it and lo & behold it appeared we were.

Liz: [00:01:09] And my mini rant about this is this individual doesn’t technically own or has not filed any official trademark paperwork with the government. So and Google searches that we conducted prior to launching the podcast did not bring up this other organization. So you know I think it’s it’s frustrating for all of what may be 400 dollars this individual could claim it and it would be out there and

Sandro: [00:01:38] It would stop future infringements or whatever. Potentially.

Liz: [00:01:41] Yeah it potentially could. You know it’s it’s OK, do you do you spend 400 dollars or do you spend your time you know defending and reaching out to people who are infringing. I mean in my mind just you know pay an attorney to get this done and you won’t run into things like that because we looked we did some searching before we before we settled on the name originally.

Sandro: [00:02:00] Yeah the USPTO is a United States United States Patent and Trademark Office. So this organization was not listed there. And to the best of our knowledge still isn’t.

Liz: [00:02:09] And to clarify for those of you who may be wondering you don’t technically have to file with the USPTO the fact that you are using a name and you can demonstrate you know first usage I think is the term. If we had gone to court and tried to fight it this individual had been using their variation of 60 Second Marketing for a number of years longer than we had. So we would have lost our fight. And it definitely was not worth our time and money to fight that in court. So that’s my mini rant. You know it is what it is. So Sandro and I jumped into the creative process to develop a new name for the podcast. From the start you know everything was on the table in terms of ideas. Made up words existing words in the English language. You know we went back through our library of content to see really what we’re about what was resonating with listeners just to get ideas again to kind of jumpstart this creative process.

Sandro: [00:03:06] Correct. And nothing was off limits. We were trying to go for everything and we took a really long hard look at what we, our podcast is about what our goals were what we were trying to accomplish and listen to old episodes that we hadn’t heard in a long time just to see or try to get an idea of what what we were trying to get across what our point was and what our podcast was about. It may change completely maybe we would start talking about B2B instead of B2C. Everything was on the table.

Liz: [00:03:30] Exactly. So we went through several rounds of brainstorming a lot of white boarding, scribbling to figure out what might work. And we we would advance various ideas eliminate various ideas. You know some were easy to eliminate based on just very simple google searches, you know we just we just had an idea that some of these ideas weren’t going to fly. At a certain point we ran a few ideas past an attorney. But that is a process that can get expensive and after a couple conversations with our attorney and after search after a search you know it honestly kind of exhausted all of our super creative ideas.

Sandro: [00:04:09] And to be honest one of the ideas came from Jeff many a few of them did.

Liz: [00:04:14] Yes our friend and longtime listener Jeff had some great ideas some that I think we really wanted to make them work. But our attorney was just well he got into you know our tolerance for risk and some legal speak.

Sandro: [00:04:30] Attorneys will never tell you yes or no they’ll say “if your tolerance for risk is high then go ahead and go for it.”

Liz: [00:04:34] Yeah I was I was giving an update to my business coach actually and sharing with him some of the roadblocks we were running into. And he was like “why don’t you just name it after yourselves? You know Liz & Sandro?” And my first reaction was “No” because I, I just think it was very creative but he made a very compelling argument about branding ourselves you know branding our names. And he also pointed out the fact that there was a pretty slim to none chance that we would ever run into any competition for Liz and Sandro’s Marketing Podcast and suggested to Sandro I think we we slept on it for a couple of days. And that’s what we decided.

Sandro: [00:05:14] So once we made the decision of the name we had to go through and begin rebranding. We made a checklist of everything that needed to be changed and that included . .

Liz: [00:05:23] We had social media channels we had our domain name email addresses and then various SEO components for the website like setting up redirects, changing title tags. You know all of those important things to make sure our internet presence is up to speed with the new name.

Liz: [00:05:40] Correct. Yeah and redirects, there’s different types but a 301 redirect is a permanent one. It tells Google “hey this domain no longer exists so forward the link juice and all the stuff that we built up over the years and pass it on to this new website” which is what we did. And if you do a rebranding that’ll be something you’ll work with your digital marketer on or your SEO. But it’s very good to make sure you keep that old domain if you can & forward all the link juice that you’ve built up over the years slowly to your new domain to your new website.

Sandro: [00:06:09] And of course when we did social media channels the Liz & Sandro Marketing Podcast is not something Twitter wanted in the name so we had to shorten to shorten it. Yes. So if you’ve seen our show notes we are the marketngpodcast without an I.

Liz: [00:06:23] Something like that we’re we’re missing a couple letters in our social handles but. But yeah you get the point.

Sandro: [00:06:29] And our website is the marketing podcast dot net. So that’s pretty much where we’re going. We’re trying to stick with that uniformly with social and our URL themarketingpodcast.

Liz: [00:06:36] Yes absolutely. And throughout this process one of the things we we did was we took some time to re-evaluate the formats being 60 second marketing and we came out wanting to be a daily you know quick hitting quick info you know quick source of information. There were pros and cons to that you know quite honestly there were times where that schedule got a little grueling and it was tiring and we took a step back.

Sandro: [00:07:01] And we saw that with Apple’s new data on iTunes showing how often how long people are listening to podcasts that there sweet certain sweet spots in the amount of minutes for the duration of the podcast. And so we took a look at that. Did we want to be a 45 minute podcast? Did we want to be a 25 minute podcast? A ten minute podcast? Did we want to try a 60 second marketing type podcast again?

Liz: [00:07:22] Yeah I think I think we love the idea of doing longer episodes but I don’t even think at this point now we’re ready for that. I’m not not quite ready to do 45 minute you know, hour long episodes. So we settled on the eight to 10 minute length, twice a week. And I think it’s been going really well.

Sandro: [00:07:42] Correct and also allows us to have some guests in future episodes. Yes which is something we’re still working on but we’ll have soon.

Liz: [00:07:48] Absolutely. So I think as we look back over this whole process it was a great learning experience in the big scheme of things. The 60 second Marketing Podcast you know we didn’t have a huge digital footprint yet. We don’t have any print or print marketing materials or signage that we needed to rebrand. So in the big scheme of things I think our branding our rebranding was was relatively easy. The creative process took about two months and then we divided up the work to update social channels and websites and actually that came together pretty quickly that only took maybe 3-4 weeks of Sandro and I working through that piece and then we were able to relaunch in the beginning of March. So all in all I think it went pretty smoothly. So I think our big advice for start ups or organizations that need to go through a rebranding I would recommend working with an attorney because doing those searches and yes investing a little bit of money upfront could save you tons, you know, thousands of dollars in the long run if you have to go through a rebranding. I think it is it is money well spent. Sandro and I, we did invest a little bit of money to get this done because you know we want to we want to be set and we want to be you know sure that our Liz & Sandro’s Marketing Podcast brand is going to be here for the long haul.

Sandro: [00:09:10] We don’t want to so basically we didn’t want to come back to you in another two years with a new name something completely different. We wanted to be on sure footing this time around. So bottom line make sure you work with an attorney when you’re rebranding or coming up with your name to make sure you don’t go through this whole process twice. And if you do go through the rebranding process make sure you create a checklist. Be as thorough as you can go through all of your online channels, your digital marketing, your social media channels, your domain name, all of your e-mails your SEO redirects and changing all the title tags on your Web site. It’ll take time and you can actually launch before you do everything if time is of essence. But yeah.

Liz: [00:09:46] That’s a good point because I think actually we did relaunch before our new website was fully up and running correct. I think we were anxious to record again recording

Sandro: [00:09:56] And there maybe a financial reason you need to relaunch as soon as possible. And so you may not have all your ducks in a row but understand it’ll take you time and just have your checklist ready and get the work done. It’s not difficult but it’s time consuming.

Liz: [00:10:07] Well that wraps up today’s episode. Thank you so much for tuning in. Don’t forget to check out our new website The Marketing Podcast dot net. We are on Facebook, Instagram and Twitter. Send us your questions and share share your stories about rebranding we’d love to get some insight from you and give you a shout out on the show as well. Thanks for joining us. And we will see you next time.