Rheom Materials

Branding

As the organization refined its product development, it realized its offerings were no longer aligned with the old brand (Bucha Bio). The products shifted — and the target markets shifted — and a new name was needed. The new brand would better represent what the organization is now making, and it would provide a reset for how customers perceived its place in the market.

Growth Goal

  • Address the issues with the old name and clearly outline the reasons for embarking on a name change. Having clearly identified the need, it makes it easier for everyone to be on board with the shift and puts some barriers to the new name search.

  • Identify the stakeholders involved in the name search and create a timeline. Waiting for one or two people to organically choose a new name is waiting for failure. Instead, six key employees at the organization, covering a range of job functions, were chosen to brainstorm a new name over a three-month period. A combination of alone time and group sessions ensured that creativity was allowed to flourish and that the rebranding was kept on track.

  • Manage the project. Rebranding can be an emotional process, nevertheless it still needs to happen. Project management is vital to ensure rebranding is done correctly, completely, and concisely.

Solutions

  • Rheom Materials. Written as RHEOM Materials for branded copy.

  • The new name is a combination of Rheology and Form matching the shift in product development to focus on melt flow technology and extrusion manufacturing.

  • “Materials with flow and form” became the new tagline, chosen to clearly represent what the organization makes and how its products are unique.

  • A new website and color scheme were then selected to go with the name, completing the rebrand.

  • The rebrand started in Summer 2023 and went public by the fall.

Results

This work was done while an employee of Rheom Materials. An internal team and outside consultants contributed ideas to the project.