Posted by Ema Popova on Wed, Jun 01, 2011 @ 11:59 AM
View our story on video here and enter our competition for a weekend away on our Facebook page.
Rebranding can be a great exercise if done for the right reasons. If you know that your company’s taken a noticeable change to another direction, or if you believe that your original message has been lost, a strategic rethink of your company profile can pay dividends. It’s the business equivalent of buying a new suit and getting a haircut, and reminding the world that you’re a force to be reckoned with.
But how much of an impact will this have at ground level, and what is it trying to achieve? When large global companies such as Zurich rebrand they do to make their brand consistent across different territories, to show that they are part of a global organisation and have the resources behind them. Many consumers are pretty much hooked to one shop. If you’re a shopper, chances are that a Superquinn rebrand won’t make you switch stores, and the same works in reverse. But when they introduce a new own brand Essentials range it can suddenly stand out more. Combine the fact that people are creatures of habit with our very own age of austerity and it suggests that it won’t drive masses of customers towards a new brand. So it begs the question – was it a PR job?
For EventWorks, our rebranding journey has been quite different. After we blew out the candles at our 15th birthday celebrations as Company Occasions, an event company known primarily for entertainment and teambuilding, we rebranded to EventWorks. In doing this, we weren’t looking to rub out one name and replace it for another just for the sake of it – the change was a conscious decision we took to remind clients both old and new that while we were originally an event company for sports and social events, we’ve grown and spread our wings since 1996, and now we’re a more diverse, full service events company. Today, EventWorks covers the full range of event services, not only as a specialised team building and entertainment company but providing conference and production services, product launches, creative workshops, company days and a range of other services such as presentation enhancement, video work, and venue dressing. We still write and design great concepts for your event or brand but in short we’ve been doing “the works” for quite a while and we decided that it’s about time that everyone else knew.
View our story on video here and enter our competition for a weekend away on our Facebook page.