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.
At firms the managing partner or the CEO signs off on a rebrand. The marketing director runs it day to day.
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.
Walk through it on a 15 minute screen share. Some versions will be old files they forgot about and some will be deliberate and they'll tell you which. 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.
Present the directions on a call. Names are personal and each partner will react differently and hearing those reactions is where the identity work starts.
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.
It starts with a 20 minute call to agree who joins the workshop and what it needs to answer. Run it within two weeks of that call.
Each segment gets its own email because a specific email gets more replies than a general one. Split each segment by sub-industry too so the examples in the email fit the reader.
Keep each email under 100 words with one reason for writing and one line of proof and one offer and one question. The proof lines are examples of the kind of result to use. Swap in real results of your own before anything goes out.
Lead with the merger and the name question that comes with it. Offer the name directions.
Hi {{first_name}},
Saw the news that {{company}} is joining with {{merged_firm}}. Congrats.
The name usually comes up right after an announcement like that. We only do identity work for {{industry}} firms and put together a few name directions with the domains checked.
The last merged firm we named had its new identity live within 90 days of the announcement.
Want me to walk you through them?
{{sender_first_name}}
Lead with the logo versions you found. Offer the consistency sheet.
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.
A firm we rebuilt last year won its two largest clients in the six months after the new identity launched.
Want me to walk you through it?
{{sender_first_name}}
Lead with the year the Wayback Machine shows the current look went up. Offer the positioning sprint.
Hi {{first_name}},
The Wayback Machine shows {{company}}'s current look went up in {{wayback_year}}. The firm has changed a lot since then.
We run a one day positioning sprint at a small fixed fee that counts toward the full project if you go ahead. You leave with a one page positioning statement either way.
The last firm that ran the sprint with us rebuilt its website and pitch deck around that page within a month.
Interested?
{{sender_first_name}}
Lead with the round and the customers they now want. Ask for a call directly.
Hi {{first_name}},
Saw {{company}} raised a {{round_type}}. The brand that got you here was built for the customers you had then.
We build names and identities for {{industry}} companies. A client that rebranded after its Series B had its new identity live in 12 weeks and closed its first enterprise deal the month after.
Worth 15 minutes to see what a rebrand would involve?
{{sender_first_name}}
Send two follow ups in the same thread three to five days apart.
Each reply should end in a booked meeting that actually happens. The lead magnet and the offer get delivered on that call and never go out as a file to read later.
The replies below cover the three ways people say yes.
They asked for the consistency sheet or the name directions. The call is where they react.
Hi {{first_name}},
Happy to. Some of those versions are probably old files and some are on purpose and you'll know which. Fifteen minutes on a screen share is enough to go through them.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the sprint. The call agrees who joins and what it needs to answer.
Hi {{first_name}},
Great. I need 20 minutes with you to agree who joins the sprint and the questions it has to answer. We can run it within two weeks of that call.
Does Thursday at 11am or Friday at 3pm work?
{{sender_first_name}}
They said yes to a call. Tell them what they'll leave with so they show up.
Hi {{first_name}},
Perfect. I'll bring how your brand reads to the customers you want next and what a rebrand timeline looks like. You'll leave knowing whether it's worth doing this year.
Does Monday at 1pm or Tuesday at 9am work?
{{sender_first_name}}
Results aren't guaranteed and nobody honest can promise a number before the first emails go out. A few things decide how a campaign does.
The first few weeks show how the market responds. The list and the copy and the offer get sharper from there.
We build and run this campaign for one agency per industry.
This page is a starting point and a strategy we'd happily test ourselves. Working together gives us more context on your agency. That context lets us add better strategies and build better lists and offers and automations for you.
Thirty minutes on your market and how we'd reach it.