Brands and Rebranding

Welcome to the Wecreate blog.  As we have just completed a rebranding exercise, it seems apt that our first blog post should take a look at what a brand is and why WeCreate chose to rebrand.

What is a brand?

It is very common to associate a brand with just a logo.  A logo is a very important part of a brand but it is nonetheless just a part.  The following is not a definitive list but does represent distinct parts of a brand:

  • logo
  • company name
  • colour scheme
  • content and content style (text and imagery)
  • values
  • how customers are spoken to on the phone <<< really?

A brand can perhaps be best summed up as:

‘The sum of all interactions between a customer and your company’.

So yes, how you speak to your customers on the phone is a part of your brand!

Why are brands important?

It is very important to realise that people buy into and trust in brands. They give us that warm, fuzzy feeling and people aspire to own, and be associated with, certain brands of goods.

In fact a brand can be so powerful that even though a competitor offers a better product at the same or even a lower price we still opt for brand reassurance.

Why rebrand?

There are a number of reasons to do this. Some of these are:

  • Staying current with the times.
  • Expansion of a company.
  • The need to differentiate from competitors.
  • Rebranding due to lost market share.
  • Shedding a negative image.
  • Rebranding for the sake of rebranding. Think Gap and the Post Office,

Why did we rebrand?

2012 was the year that we really established ourselves and as a result of that we noticed that traffic was significantly increasing to our site. Although there was nothing inherently wrong with our brand we knew that it was a little outdated and could be so much more.

We came across this quote that was directly applicable to us:

‘The powerful first impression on new clients made possible by professional brand design often outweighs an outdated or poorly-designed image’s weak brand recognition to existing clients.’

This does not mean we don’t care about our existing customers, in fact they were the first people to be made aware that we had rebranded and the feedback has been really positive.

Are we sure we didn’t rebrand for the sake of it?

It’s entirely cliché to say, but first impressions really do count.  Apart from the ultra niche businesses, most of us operate in a highly competitive market and a brand can often be the difference between work coming through the door and losing out to a competitor. This can be very frustrating but is also very empowering.

The driving force behind our decision to carry out this process was the fact that we are an expanding company with big ambitions and we wanted our new brand to reflect this.

We were and continue to be entirely happy with the way we deal with our customers so this part of the brand did not need any attention. Aesthetically however, we felt our logo and website were outdated. They had entirely served their purpose and got us up a few rungs on the ladder, but now we wanted to climb higher.

Issues with rebranding

Perhaps the most significant barrier to rebranding for a small company is finding the time and resources to invest in the process. We had wanted to do it for a long time, but had other obligations to fulfil. A very common problem!

We blocked out some time in our calendar and worked a few extra hours / weekends here and there to ensure that this time was entirely devoted to concentrating on getting our branding correct.

Other then that, ‘that’ being quite a big deal, the process was very smooth. It’s often written that branding / rebranding can take an age if everyone puts their ‘designer’ hats on. This is to true to a certain extent in a very large company where everyone wants to have their say. However with a small team it was imperative that everyone had an input as this is something that we all had to buy into.

Also given the fact that we are looking at brands everyday means there is some valuable experience and contributions to be made. Therefore we wrote our brief together and were all involved during the numerous iterations of design.

It is well worth remembering though, that you should always let a designer do their job. When ‘input’ becomes ‘interference’ then no one benefits.

Was it worth it?

Choosing to invest your valuable resources into rebranding is a big decision but if you truly believe in your product and are doing it for the right reasons then it is a very exciting and beneficial process.

We absolutely love our new branding and feel it is instantly recognisable. Our logo (part of our brand) has recently been featured on www.logopond.com. Our new website is finally the shop window that we have wanted it to be for some time and we are confident that the whole process will help us grow as a company as well as better understanding the branding / rebranding process for new clients.