Branding and branding are essential to any running store, gym, or road race. It’s got to fit just right, but here’s the thing: sometimes it doesn’t through no fault of the brand. That’s what happened to us. Initially, we were called Sneakers4Funds, but that’s different from what the public called us. They called us Sneakers4Good. Eventually, we realized we had to lean into rebranding. If you sense the same thing, learn our story of the ultimate lean into audience feedback.
The Big Pivot: Rebranding for the Win
One of the rules marketers of any organization have to keep in mind is not to fall into the trap of marketers knowing better about a brand. The reality is that a brand’s audience knows the brand best. Our audiences interact with us and view our brands through their filters. When we were Sneakers4Funds, we thought getting paid to join the sneaker reuse movement was what it was about for our audience. It wasn’t.
Our audience and the public saw in our brand that we were doing something pretty amazing. In short, we paid running stores, marathons (e.g., the Boston Marathon), gyms, and sports teams to recycle sneakers. By doing so, they became community leaders in the circular economy and saved the planet. Instead of throwing athletic shoes in landfills and harming the planet, they were reused through our program.
Although we were known as Sneakers4Funds for years, our audience and partners kept referring to us as Sneakers4Good. In time, we realized that we needed to capture the magic of our brand—saving the planet. We’ll admit we weren’t looking to embark on rebranding. However, in time, we considered that our audience was saying something, and we had to tap into the vibes they were giving us.
Why Feedback Is a Secret Weapon
Rebranding could seem like a lot of effort, and it is (you can take it from us!). However, once you decide it’s the right thing to do for your brand, it’s worth it. When we shifted from Sneakers4Funds, we got a big embrace from our audience and the conferences we attended. Our audience had been seeing that we’re about doing good for the planet and sustainability, which is a good thing.
We’re so happy we listened to our audience’s feedback. Rebranding isn’t about a name. It’s really about everything we are; every brand has a brand identity. It goes beyond the logo, website, and social media campaigns. It’s the vibe we present to people. For Sneakers4Good, we love paying our partners to recycle sneakers and save the planet at the same time. (Check out our Instagram.)
Once we decided to go through the rebranding, we kept the audience engaged. We gathered feedback. We updated our site and social profiles and ensured that our fantastic audience was joining us for the ride. If we hadn’t updated them along the way, we risked trust. We didn’t want our audience to think Sneakers4Good was another company. We wanted them to know we were the same—and we had listened!
The Good Vibes After the Rebranding Change
Since we rebranded, the good vibes have continued, and we’ve grown exponentially. For instance, after our rebrand, we partnered with leading marathons, such as the Boston Marathon and the Austin Marathon. This happened because we leaned into what the public thought about us. In short, they understood that our brand was a force for sustainability and social good first and foremost.
Over time, that experience has only reminded us to listen to our audience. Our champions know who we are and what they want from us in a partnership. As a result, the great vibes of our rebrand have allowed us to expand. For example, we’re not the newbie when we go to conferences. Many people know us, and they stop by our booths and say hello, even if they’ve never partnered with us.
In the rebranding journey of Sneakers4Good, we realized that it went well beyond our name change. Our audience, followers, and partners helped us realize our true identity. They loved the idea of getting paid, which was what we focused on with the name Sneakers4Funds. But the fact that we were about impact, sustainability, and reuse was what we were really about—a force for good.
The Takeaway: Keep Your Ears Open to Your Audience
What’s the lesson in our rebranding? Listen to your audience. They’re your biggest fans and know what you’re about, sometimes even before you do. So, if you see something that needs to change within your brand or think you require a full rebrand as we did, tune into what your audience is telling you. Take their feedback and trust them to know what they want from you.
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