This is the cold email plan we'd run for a branding agency that serves established firms in one industry. Rebrands happen for public reasons. A merger or a new partner or a funding round or an expansion gets announced before the rebrand starts.
Your market is every established firm in your industry that will need a new identity in the next year or two. For most firms you can't know that from the outside. For a lot of them the trigger is public.
These are the signals worth looking for.
Two firms joining need one name and one look. Accounting firms and wealth managers merge often and announce it in the press and on LinkedIn.
A new partner's name on the door or an old name dropped. The website and the signs and the documents all need to change.
Crunchbase shows the round. Companies often rebrand around a raise to look ready for bigger customers.
The Wayback Machine shows the site and the logo unchanged for years. The firm has grown and the brand hasn't.
Compare the logo and colors on their site and LinkedIn and Google listing and documents. Several versions of the same logo is a sign nobody owns the brand.
Expansion into a new market or service often outgrows the old name and positioning.
Lead with the merger and the name question that comes with it.
Lead with the change and the places the old name still shows up.
Lead with the round and the customers they now want.
Lead with the year the Wayback Machine shows the current look went up.
A merging accounting firm and a manufacturer entering a new market have different reasons to rebrand. Keep them in separate campaigns.
Screenshots of their logo and colors and fonts across the site and LinkedIn and Google and their documents side by side on one page.
It works because the problem is visible without any opinion from you. The fix is an identity system and that is what you sell.
For merging firms. A shortlist of name directions with the domain checked for each one.
It works because naming is the first hard question after a merger. Once they are talking names with you the identity follows.
A paid workshop at a small fixed price. In one day it produces a one page positioning statement they can use straight away. Credit the fee against the full project.
It works because they leave with something usable in a day. Once the positioning is clear the identity is the obvious next step.
Run it within two weeks of the call.
Hi {{first_name}},
Saw the news that {{company}} is joining with {{merged_firm}}. Congrats.
The name and the look usually come up right after an announcement like that. We only do identity work for {{industry}} firms.
Worth a conversation?
{{sender_first_name}}
Hi {{first_name}},
Found {{variant_count}} versions of the {{company}} logo across your site and LinkedIn and Google.
Put them side by side on one page. It's a quick read.
Want it?
{{sender_first_name}}
Hi {{first_name}},
We build names and identities for {{industry}} firms.
{{proof_line}}
Worth a look?
{{sender_first_name}}
Swap {{proof_line}} for one real result of your own. A rebrand you did and what changed after it. If there is no result yet then leave the line out.
At firms the managing partner or the CEO signs off on a rebrand. The marketing director runs it day to day.
Results depend on the offer and the list. Three outbound agencies that publish their own numbers land between one booked meeting per 1,000 people contacted and one per 2,000. One of them also tested 650,000 cold emails with a plain offer and got about 3 to 6 interested replies per 10,000 people.
Those are other people's numbers and not a promise about your market. Your market's number only comes from testing it.
We build and run this campaign for one agency per industry.
Thirty minutes on your market and how we'd reach it.