{"id":710,"date":"2019-11-18T19:04:37","date_gmt":"2019-11-18T18:04:37","guid":{"rendered":"https:\/\/optimumfeedback.com\/blog\/?p=710"},"modified":"2019-11-18T21:11:23","modified_gmt":"2019-11-18T20:11:23","slug":"flyte-rebrand","status":"publish","type":"post","link":"https:\/\/flyte360.com\/blog\/flyte-rebrand\/","title":{"rendered":"Enough abuse. It’s time for a rebrand"},"content":{"rendered":"\n

The phone rang for what seemed like the 50th<\/sup> time\nthat day. <\/p>\n\n\n\n

On the other end was yet another disgruntled senior citizen wanting to know where their modem was. If there was a single moment where it all became too much \u2026 this was probably it. <\/p>\n\n\n\n

This was a turning point for our business and actually, this\nwas the least of all the reasons we decided to rebrand, but an important one\nall the same. <\/p>\n\n\n\n

TLDR \u2013 we\u2019re rebranding to Flyte. But there\u2019s an embarrassing story behind it and it\u2019s one worth sticking around to read.<\/strong><\/p><\/blockquote>\n\n\n\n

We started Optimum Feedback because we understood the challenges faced by small and medium businesses in attracting new customers in an ever-changing digital landscape. Having spent time building businesses, especially ones that dealt with \u2018offline<\/em>\u2019 customers, creating software products and working in digital marketing for SMEs, we were uniquely placed to solve the pain that many business owners experience on a daily basis: <\/p>\n\n\n\n

How do I acquire more new customers at a cost that makes sense to the business?<\/p>\n\n\n\n

Grassroots marketing, social media, and even traditional SEO will always play a huge role in attracting more customers, but in the last few years, the landscape has changed for most small businesses. More and more searches are now coming from location-aware devices like phones or tablets. <\/p>\n\n\n\n

When you search for a plumber, mortgage broker or lawyer,\nyou\u2019ll most likely see the results nearest to you first.<\/p>\n\n\n\n

At the same time, reviews became the defacto way for most people to decide on the businesses they were about to use. Think about the last time you spent more than $50 without checking some form of online review first?<\/strong><\/p>\n\n\n\n

Reviews seemed like a good place to start. <\/p>\n\n\n\n

Getting more reviews seemed to be one of the biggest marketing pains for the companies we worked with. And for companies with a less than 4-star average, that pain was probably even more severe. <\/p>\n\n\n\n

We chose a name and brand to describe what we did at the time \u2013 helping people get optimum<\/strong> feedback<\/strong> from their customers. It was simple, easy to spell and descriptive. We were never doing backflips about it, but it was good enough to get started and indulge our obsession around building the product. And at the time, anything else felt like a distraction. <\/p>\n\n\n\n

We spent months obsessing over building a product that solved a very specific problem and it paid off. We acquired users who stuck around and worked with us to continually improve the product. <\/p>\n\n\n\n

Over time, those clients shaped nearly all of our future direction. <\/p>\n\n\n\n

Some people advocate doing a Steve Jobs and going with your grand vision instead of listening to customers because “something something ask a user what they want<\/em> something something faster horses”<\/em>. <\/p>\n\n\n\n

We think this is a good strategy for building bleeding edge products, but it\u2019s not who we are. We believe in solving current problems through technology and that\u2019s shaped by the problems experienced by our users.  <\/p>\n\n\n\n

They told us their pain points around customer acquisition\nand we used this to set a new product road map for 2020. Our new direction will\nsee us solving more parts of the customer acquisition puzzle. We\u2019ll be rolling\nout new features to give our users a huge edge over their competition, at a fraction\nof the cost of hiring someone to do it for them. <\/p>\n\n\n\n

While reviews and feedback are always going to be a core\npart of our product, it\u2019s no longer the only thing we do and so our old name (Optimum\nFeedback<\/em>) became less relevant. We decided to rebrand, and our new name\nwill be Flyte. We hope you\u2019ll love our shiny new logo as much as we do. <\/p>\n\n\n\n

\"Flyte\"<\/p>\n\n\n\n

But as one of our values is radical transparency, I couldn\u2019t\nend this post without talking about the other<\/strong> reason why we decided to rebrand.\n<\/p>\n\n\n\n

The other Optimum<\/h2>\n\n\n\n

It turns out there\u2019s an internet provider called Optimum Internet – and they\u2019re pretty huge. <\/p>\n\n\n\n

Unfortunately, we didn\u2019t know this when we started the business (we get to play the ‘being in England’ card <\/em>\ud83e\udd37\ud83c\udffe\u200d\u2642\ufe0f). <\/p>\n\n\n\n

The problem is, they seem to have a less than stellar reputation<\/a> for coming through for their customers. <\/p>\n\n\n\n

Reading their reviews, it seems they\u2019re incredibly difficult to get hold of. <\/p>\n\n\n\n

Unfortunately for us, we were the opposite – our phone number (used to<\/em>) be on every page of our site. It also<\/strong> turns out we ranked incredibly well for \u201cOptimum Internet Reviews<\/em>\u201d; exactly the term most of their disgruntled customers seemed to enter when looking to complain. I\u2019d love to pat our content lead on the back for his awesome SEO skills but \u2026 <\/p>\n\n\n\n

So can you see where this is heading? Oh, I sure wish we did.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Customers who either couldn\u2019t read \/ didn\u2019t understand \/ just wanted someone to complain to decided we were Optimum Internet, and vented their frustration with us. Over and Over and Over again. <\/p>\n\n\n\n

After over a year of abuse from people riddled with internet problems, we decided perhaps it was time to give in. And that\u2019s the other reason for our rebrand. Thank you Optimum Internet<\/strong> for the world\u2019s most effective cease and desist. <\/p>\n\n\n\n

So, moving forward<\/h2>\n\n\n\n

Over the next few months we\u2019ll be rolling out all of our new updates and we\u2019ll let you know here as it happens. <\/p>\n\n\n\n

If there\u2019s something you think we\u2019re missing, let us know. We can\u2019t build you a faster horse but anything around acquiring new customers is likely to be something we\u2019re able to do. <\/p>\n\n\n\n

p.s. And yes we know. The irony of a company that deals with reputation management, having problems with another company\u2019s reputation is not lost on us<\/em> \ud83e\udd26\ud83c\udffe<\/p>\n","protected":false},"excerpt":{"rendered":"

Sometimes, you wake up in the middle of the night with a flash of inspiration and that’s your business name. <\/p>\n

Sometimes, you make an error in judgement that results in abuse from 100s of senior citizens.<\/p>\n

This is our story.<\/p>\n","protected":false},"author":3,"featured_media":730,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[52],"tags":[],"yoast_head":"\nEnough abuse. It's time for a rebrand<\/title>\n<meta name=\"description\" content=\"Sometimes, you wake up in the middle of the night with a flash of inspiration and that's your business name. This isn't that story.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/flyte360.com\/blog\/flyte-rebrand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Enough abuse. It's time for a rebrand\" \/>\n<meta property=\"og:description\" content=\"Sometimes, you wake up in the middle of the night with a flash of inspiration and that's your business name. 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