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Business leaders say branding is key to recovery

Thursday, February 12th, 2009 | Industry News | No Comments

A majority of UK companies see a successful rebrand as a key way of weathering the recession, according to new research.

Implementation, Rebranding and Design, a report commissioned by branding consultancy the Principle Group, surveyed 250 marketing directors of blue chip companies and UK business owners, and found that the majority recognise the importance of rebranding in a downturn and acknowledge the role of design in assisting business recovery.

Levels of confidence varied across the survey, but itfound that 65 per cent of business leaders and managers believe rebranding will help large corporate institutions get back on track, and 85 per cent say design will play an important role in generating a recovery for some, or all, brands. A successful rebranding was seen by 64 per cent of UK business leaders as a route to gaining ‘a competitive edge in a downturn’. Similarly, 63 per cent agreed that a new identity signified ‘a bold embracing of change’.

Commenting on the research, Ron Cregan, business strategy director at consultancy Navyblue, says, ‘Any brand with the appetite to develop its brand identity in a recession demonstrates a willingness to challenge the market and a commitment to its businesses, services and products.’

But he adds that many companies will ‘restrain their brand and marketing spend’, for fear of being seen to be ’spending while people are losing their jobs’.

There is a case, made by 76 per cent of business leaders, that designers themselves should be more effective in communicating the strength of design. Of these, 8 per cent reasoned that ‘designers could understand marketplace and client requirements better’.

Cregan adds that, in a recession, ‘validation is a necessity’, and consultancies can promote the benefits of design using case studies, client testimonials, independent analysis and industry reports.

James Quayle, head of strategy at Lambie-Nairn, says that, for companies, ‘doing nothing suggests apathy and self-interest’, adding that ‘a change of look and feel should be the signal of deeper and more fundamental change’.

Joel Biswas, senior strategy consultant at FutureBrand, says repositioning while retaining core values, rather than rebranding, is the answer for businesses.

He cites the examples of Tesco retaining its ‘Every Little Helps’ approach and the willingness of ‘middle-class shoppers’ to use budget supermarket Aldi, which has retained its ‘value’ strategy.

‘Consumers want brands they can trust,’ Biswas says. ‘Rebranding can be self-defeating. It should be more about leveraging what people like about the brand.’

Citroën has chosen to take definitive action - last week it launched a new identity, designed by Landor Associates Paris and Citroën’s in-house team, ahead of a complete repositioning that will see six new car models launched in the next three years.

Citroën communications director Mark Raven says, ‘At a time when the bulk of the automotive industry is suffering a loss in confidence, we’re using the opportunity of a difficult climate to change the relationship with customers and show them that the company is reinventing itself.’

Implementation, Rebranding and Design:

• 85% of UK business leaders and managers believe that design will play an important role in generating a recovery for some, or all, brands

• 56% of marketing directors of blue chip companies believe that a downturn could be the best time strategically to rebrand

• 63% of business leaders agree that the act of launching a new brand identity in uncertain times signals a bold embracing of change

• 65% of business leaders believe that rebranding would help large corporate institutions get back on track

Source/ The Survey Shop, commissioned by Principle Group

Taken from the DesignWeek website
http://www.designweek.co.uk/Articles/141281/Business+leaders+say+branding+is+key+to+recovery+.html

Tags: Branding, re-brand

Local Companies Getting Branded!

Thursday, April 17th, 2008 | Branding, Company News, Our Work | No Comments

Having a logo or identity used to be something only large enterprises possessed or blue chip companies, not any more….

In today’s growing market place even the smaller companies understand the usefulness and importance of a recognisable company logo. All industries seemed to have dwelled on the thought of having a company logo and exercising a well managed brand, but never made it a priority.

Now even the local businesses are feeling the need to divide themselves from the local competition. From small businesses to larger established companies; both of which target a local client base, these businesses have taken it upon themselves to be distinguishable from their rivals.

Electrical companies, builders and plumbers have been industries in the past, which were never really attracted to spending hard earned capital on their company’s visual appearance. But as time moves on, all businesses seem to recognise the importance of design in their business and are jumping on the band wagon so to speak and join the thousands of businesses who are enjoying the benefits of being branded!

Shown below are logos which we have created for local based companies.

Tags: Branding, company logo, graphic design, identity design, logo design

Logo Printed Balloons!

Wednesday, November 7th, 2007 | Promotional Ideas | No Comments

Balloons attract attention. This is the reason why for years businesses have utilised balloons when launching new products / services, appeared at trade shows or to simply increase brand awareness.  For what ever reason, a printed balloon can significantly increase sales opportunities for real return on investment.

Impact Media Design’s promotional printed balloons are the most cost effective product launch and brand awareness product available, allowing mass or minimal orders. Our printed balloons are most effective where product high visibility is sought after, in commercial and retail outlets, exhibition stands, point of sale and POP areas.

The printing process allows each balloon to be printed up to 8 colours, ranging from 10 inch to 36 inch balloons and in various shapes and colours.

If you wish to enquire about this product please do not hesitate to contact us on 0870 609 3225

Tags: brand awareness, Branding, incentives, promotional products