Occasionally, it can be too hard to recover from bad PR or from a period when your brand received flak. To rebuild consumer confidence requires a rebrand.
Identify & define your brand mojo – what is it that you stand for? What’s your DNA that you are famous for? Extrapolate this into your unique brand voice, vision, and values and articulate these in a Brand Kit. Define your core values in order to create a culture and driving force for what you stand for in the world. Articulate your bold vision to motivate your team and show how your brand will be perceived.
Create a powerful product, service, and company names and slogans that offer clarity, can be trademarked, and cue people about your purpose.
Unite your team and distributors with a consistent, powerful brand story that resonates with your customers. Share your story on your About page, corporate profile, sales presentations, and staff induction kit.
Break down your story into key themes and headlines so your marketing team understands how your message needs to alter for staff, your distribution channels, and unique customer groups.
Create a visually sharp logo that positions you meaningfully and clearly, giving cues about what you stand for.
Help your branches and printers know how you want your logo to be presented, so they use the right colours, fonts, and your sub-brands link consistently with your hero brand.
Expand brand visibility and reach by providing easy access for your distributors and retailers to access and share your logos, brand standards, stories, imagery, blogs, and videos.
Show how the new brand can be rolled out across stationery, sales, and marketing collateral, your website, email templates, and expo stands.
Define your customer journey and examine brand touchpoints to ensure your story is being told well, and consistently. Identify touchpoints and collateral that need urgent TLC.
Is your proposition strong enough to be famous or admired? Does it have a positive sentiment? Do people believe it? Is it driving purchasing behaviour? Define how your brand is perceived in the marketplace; is your vision realistic? Discern if your values are authentic relative to how your brand is being experienced, and get an action plan for what gaps need to be closed
Alexanders were engaged because they tailored their approach to accommodate our needs in our rebrand, redesigning the website and activating social media capabilities. They bent over backwards to deliver under considerable time pressure, made more complicated because both suppliers and tradeshows were located overseas. Because of Alexanders market research, they have been instrumental in helping us to become a more market-oriented organisation and we look forward to completing our transformation with them. 1
Our business is about building lasting relationships. Law firms are typically stereotyped as impersonal businesses. Rachel helped us to define who we are and what core values drive our business – passionate, proven, professional. She helped us to integrate these 3 values into our marketing material and business development programme. This helped to shape our new brand focussing on people and relationships. The outcome has been very successful, resulting in excellent feedback from existing and prospective clients. Rachel clearly understands our business and her communication style and project methodology encouraged all of our team to contribute to the discussion resulting in complete buy in to our new brand.
Our work was looking tired and out of date. The branding work they did for us gave us a whole new image and self-belief. It set a platform for us to be as big as we want to be. People love it. “Who the hell did that?” they ask. The work set us apart – modern and refreshing yet still professional. We’ve been growing at more than 20% pa for the last two years since the branding work. It’s still the personal relationship that matters, but I keep getting surprised about the number of people who know us. While it’s obviously not the only contributor, I have no doubt the branding was instrumental in our success. They do the job, and are patient!
We needed insightful, fresh, and striking ideas to reposition, to support our expansion into Chch, to align with our technology services, and to show why Croys is worth partnering with. I wanted something that was a bit different and unexpected. The new Croys brand is fresh and vibrant! This is the reaction from our team:
“We’re a bit edgy. It nods back to our Agricultural beginning but now we’re a bit of a disrupter.”
“It says we’re professional, contemporary, avant garde, human.”
“We comprise of bright & sharp people.”
“It connects with the land & our region – represents rivers, fields and mountains or the Canterbury plains.”
Marcus Murdoch, Croys
Thanks for all the great work on this your efforts are very much appreciated. We now have a product that is a great vehicle to promote the company and is clear who we are, what we do and what our values are.