By Courtney Bowditch is Creative Lead at co:collective, a leading strategic and creative transformation consultancy designed to help purpose-led businesses
Innocent Drinks has supported the rebranding of its Super Smoothies range with a humorous video parodying the worst excesses – and common pitfalls – of the process. It features bad designs it claims to have considered before settling on its actual redesign – WordArt, over-the-top colour palettes, Comic Sans and creative blank space, amongst many design clichés. It’s a funny spot but it highlights a larger truth. Bad branding can happen to anyone. By following a few key principles, however, any brand – whatever its product or category – can achieve an effective re-brand without losing face.
An important first step is to enter the process with open eyes by understanding some of the common challenges and pitfalls facing every brand owner at the point at which a decision is made to re-brand.
Avoiding common mistakes
The first risk to avoid is overlooking the equity built into your current brand. An essential starting point is to understand how well known and recognized your brand is already. Then ask yourself the question: what do you want to gain by updating your visual look and feel and, as importantly, will updating the visual look and feel achieve that goal?
Closely allied with this is the risk of embarking on a redesign that strays too far from your brand’s purpose. In essence, brand purpose is a brand’s reason for being, beyond making money. More than a brand promise, which may give a customer an idea of what to expect from a product or service, a brand purpose connects with customers on a more emotional level and often rallies consumers around a brand. It is therefore of significant value to any brand, and it is important that that value is not compromised. At co:collective, we call brands that are purpose-led StoryDoers. Their purpose is evident in everything that they do as a brand (including their identity), not just in the stories they tell as a brand.
Purpose-led, StoryDoing businesses have the potential to gain competitive advantage by forging stronger customer relationships which translate into greater customer loyalty. The reason is simple. In today’s marketing landscape, price, quality and customer experience are table stakes. Increasingly, consumer purchasing decisions are based on what a brand – and the company behind it – stands for.
Another risk to avoid when rebranding is following design trends for trends’ sake. It is important to always remember that design trends come and go and, though some do enjoy a second wind, some don’t age well.
Once a brand owner has a clear-eyed view of the potential pitfalls, there are four further ways in which the potential success of any and every re-branding can be optimized, and the potential negatives minimized.
Rebranding for the right reasons
There are many good reasons to rebrand. Your branding may not have aged well over time and now seems tired. Your company may have acquired other firms and needs a new brand that better reflects this new reality. Or your company may have evolved into new areas, meaning that the existing brand is no longer fit for your new purpose.
For example, global marketing services business LRW Group recently decided to rebrand following the acquisition of nine agencies in four years – a project we were fortunate enough to be involved in which involved uniting the company under a new unifying purpose and name and developing its new visual identity to bring those things to life visually.
The project involved identifying, then layering each of the acquired agencies’ stories to find the common threads in their cultures and their process, and to reveal where they were distinct in order to craft a new combined identity with a purpose and story that was relevant, authentic and compelling.
The new name, Material, was chosen for its layered meaning – material as something of importance and material as foundation from which something is made. Material starts with the raw material of human insight, then brings in the right minds to connect the dots, take them apart and add them back together. The new name and design encapsulates that.
Staying true to your brand story
A visual identity is usually the first thing that a consumer will see about your brand. It is therefore essential to make sure it is telling the story you want to tell. A clear brand purpose, serves as your north star for rebranding, your guiding light to make sure you don’t go astray. Ensuring that your rebrand will be as visually differentiated as your positioning.
Standing out from the crowd
Standing out from the crowd means being memorable, and for the right reasons. It is essential, therefore, to make your branding ownable to you and also different from that of your competitors. Certain categories can gravitate towards certain colors and symbols.
All colors have some inherent meaning, like green for life, renewal, nature and energy, so any company that is good for the earth or a natural product might instinctively gravitate towards green. Blue is often associated with stability, trust, wisdom and confidence which is why so many healthcare companies use blue in their branding. Color is only one piece of a rebrand and just because your category uses a lot of blue, doesn’t mean you can’t too, but finding a fresh way to use that color will really help you stand out. For example, Capsule Pharmacy did a great job of differentiating themselves from the healthcare category. Yes they still use blue, but they have mixed that with a fresh approach to complementary colors, as well as graphics and typography that are uncommon for their category.
Leaving room for growth
Markets change fast these days – and consumer wants, needs and preferences, do too. So it is especially important when rebranding not to make your identity so specific it can’t grow with you. Allowing room for growth in any rebranding so that it will be able to accommodate any new products or future expansion into new market segments or other white spaces. Having a clear brand purpose helps see the future of all aspects of your brand more clearly and can help you avoid outgrowing your new identity.
Rebranding is an important part of a company’s growth and future legacy. Making sure your rebranding effort is grounded in a strong brand purpose, one that your company lives, not just a story your company tells, will set you up for success. At the end of the day, your identity is the first impression anyone will have of your brand and first impressions matter.
Research exposes the £68.8 billion opportunity for UK retailers
- Modelling shows increasing the proportion of online sales by 5 percentage points would have significantly boosted retailers’ revenues during the first lockdown
- 72% of Brits want retailers who started an online service during the pandemic to continue operating it full time
New data released today by global payments platform Adyen, outlines the economic gains that could be accessed by getting more UK retailers online.
Economic modelling conducted by Cebr for Adyen indicates that if the retail sector increased the proportion of turnover stemming from online channels by 5 percentage points, £68.8 billion would have been added to the economy during the first lockdown.
While retail turnover stemming from online sales has grown significantly during 2020 – from 19% to 28%, there is still considerable room for growth.
Myles Dawson, UK Managing Director of Adyen comments: “The UK retail sector is facing an incredibly tough quarter, so creating the link between physical stores and online channels is more important than ever. With the festive period approaching and many shoppers unable, or uncomfortable leaving their homes, establishing and maintaining a positive online experience is a billion-pound opportunity for retailers.”
The research of 2,000 UK consumers found that 31% are less likely to shop in physical stores now because of positive experiences shopping online during the pandemic. Furthermore, 72% of these consumers want retailers who started an online service during the pandemic to continue operating it in the long term.
However, making the process of shopping online as frictionless as possible will be key to unlocking the opportunity presented by online channels. 70% of Brits say that when shopping online, the ease of use is as important as the quality of the product, and 72% won’t shop with a retailer whose website or app is difficult to navigate.
Myles Dawson concludes: “Many retailers did amazing things during the pandemic in terms of adapting and creating new experiences – it’s a testimony to their agility that 57% of Brits said their expectations of the retail sector has improved during the pandemic. The challenge now is to consistently meet these expectations going forward. With local lockdowns in place, online channels will be key to serving many consumers in the short term. However, retailers need to see the shift to unified commerce as a long-term trend. The sooner they can demonstrate agility and jump on board, the longer they’ll reap the rewards.”
2 Research conducted by Opinium Research LLP
Want to serve your customers better? An effective online strategy is what financial institutions need
By Anna Willems, Marketing Director, Mention
A strong online presence matters.
Having a strong online presence, that involves social media is now a crucial part of all business strategies. Whether they are retail brands, sports teams, libraries or even restaurants, most companies are investing more and more in developing their digital brand image and online presence – financial institutions are no exception.
When it comes to market trends and innovation, financial institutions are first on the line. After all, we — people and companies — trust them to manage our money to the best of their abilities. And even more so than any other market, we demand secure, trustworthy, fast and user-friendly services.
Reaching such high expectations is not a given. To this point, banks and other financial institutions have no other choice but to have a perfect understanding of their market, their audience, and their needs. What they need to get there is a fail-proof online strategy.
Gaining a deep understanding of your market
One of the best things about using social media to learn about your audience is that people give unsolicited opinions. They speak their mind and share their thoughts candidly.
This is the key to help any business to learn about themselves. They get to analyze their audience’s challenges and aspirations without having to ask them directly or serve them time-consuming surveys and polls.
UK-based Asto, a company that is part of the Santander Group, is committed to helping small businesses have access to financial and non-financial tools. Asto was looking for something that could help them discover what their target audience was talking about and find opportunities to add to the conversation. Mention enabled Asto to keep on top of reviews and customer comments, which has helped us provide a better service for our customers.
Which platform suits your offering the best?
There’s no point choosing to create campaigns on TikTok if your customers don’t use it – you need to think about who they are and work back from there.
You do this by automating the process using a social listening tool. A social listening tool will help you to view your market as a whole and identify where the key conversations are happening — and, therefore, where you should be. What’s more, you will never miss any relevant mention of your institutions, products, services, or competitors.
Handling a crisis
Financial institutions need to watch carefully for negative press – social media is the first place people will go to if they feel they’re not getting the service they need. In theory, rogue employees or unhappy clients can post anything they like online to try and hurt your brand. And if their messages gain traction, you’ve gone from one person saying bad things, to thousands.
That’s why listening needs to be part of any crisis management plan. Now, sometimes, there are crises you cannot prevent. And those usually hit pretty hard.
Power of influencers
For an influencer marketing campaign to work for your financial institution, partnering with nano content creators may well be the best way to go. They’re ability to play a part in how they shape your brand story can make a huge difference when it comes to engagement and reason to believe in your service.
Many financial institutions are already leveraging influencer marketing. It’s an efficient strategy to: Build trust and gain credibility, reach out to new audiences and share engaging stories.
The online review conundrum
94% of consumers check online reviews before they decide to buy something or subscribe to a service. They need what we call social proof. It says that the more people say they use your service, the more it will look like a good service. In short, you need to show how happy people are using your service. But not all online reviews are positive.
Having said that, we find that financial institutions shouldn’t ignore negative reviews. Instead, embrace them as an opportunity to rebuild trust in your brand. Less delicately put, take the bull by the horns and turn them to your advantage. Always respond to relevant complaints (and as fast as possible). Take responsibility for what happened. Be helpful.
And ignore trolls.
Learn from the competition
Over the last two decades, a marketer’s daily life has greatly evolved. Most importantly, we now can measure everything we do, including the consequences of our actions on our business. Having said that, you can’t evaluate how well you’re doing without comparing against
Truth is that 77% of businesses rely on listening to keep an eye on their competitors. What this means is that 4 in 5 of your direct competitors are likely watching each and every single step you take. And you should do the same.
Setting the trend
From staying up to date with the latest industry trends and innovations, to keeping an eye on the competitors’ newest services, to being the first to know of potential brand crises – tracking relevant online conversations lets marketing and communication professionals working for financial institutions to stay one step ahead in an industry that is leading change and innovation.
Why the Boom is Long Overdue (and Here to Stay)
By Roger James Hamilton, CEO, Genius Group
Virtually every aspect of our lives has been taken over by tech, so why is it that our schools, that are educating the business leaders of tomorrow, are still operating in much the same format as they did 100 years ago?
The global pandemic put digital learning in the spotlight and an Edtech boom has ensued, with companies like Coursera, Quizlet and Udemy seeing unicorn style growth. And the market is not slowing down. The education technology (Edtech) boom will continue.
Resilience and Growth
Unicorns are defined by rapid growth. Traditionally, these companies are not overly concerned with early profitability, long-term sustainability or value creation as much as with putting their competitors out of business.
But something different is going on in the Edtech market. The unicorn has lost its appeal. When learning platform Quizlet achieved unicorn status this year, CEO Matthew Glotzbach was keen to play down the moniker reserved for start-ups valued at $1 billion or more, preferring to liken his company to a camel.
Unlike unicorns, camels are real, hardworking beasts. Respected for their adaptability to various climates, resilience, and abilities to survive for long periods without sustenance. These are all traits much better suited to weather the economic storms created by the pandemic.
Despite their considerable abilities to adapt to challenging conditions, the climate is looking particularly sunny for camels within the Edtech market. In fact, all creatures great and small have the potential to capitalise on unprecedented growth in this sector.
The nature of education makes it a traditionally slow-moving area, which renders it unattractive to some investors. Yet, the coronavirus outbreak and subsequent surge in remote learning this year triggered a flurry of uptake in e-learning platforms.
We’ve seen the adoption rate for new technologies be accelerated by events like this before. For example, the SARS crisis of 2003 contributed to the boom in China’s ecommerce industry, as quarantines lead consumers to shop online. Of course, this market trend did not slow down once quarantine restrictions were lifted. Ever since, global online sales have risen exponentially. The same is set to happen in the Edtech market.
Providing a Solution
As with ecommerce in 2003, the demand for Edtech in 2020 was already there. It has been there for years. For the past decade at least, there has been a notable need in recruitment for qualified talent in data science, coding and digital. Edtech can bridge the skills gap, not only within formal education but also for adult learners upskilling and reskilling for today’s digital world.
Similarly, the financial crash of 2008 had the effect of fast-tracking the rise of the gig economy, requiring millions more to learn entrepreneurial skills. The idea of a job for life is now a distant memory. The Edtech sector can deliver the tools to equip students of all ages with the skills necessary for creating their own opportunities, as well as exchanging knowledge and collaborating in a digital economy.
Rising unemployment, as well as competition for jobs and government furlough schemes has seen interest in digital learning courses for adults also soar during the past few months. Figures show that the corporate e-learning market is set to increase by as much as $3.09 billion between 2020 and 2024.
The Edtech boom kickstarted by the pandemic is just the beginning in a paradigm shift in how we view education and work.
Over the next 10 years, with the rise of artificial intelligence, automated technology, and augmented reality, traditional, manual and customer service based roles will diminish and there will be less need for a large workforce when computers and machines can do the role equally well.
The need for a truly 21st century education system that reflects the needs of the job market is long overdue. Edtech companies are offering solutions to many of these issues that have troubled the economy for the past decade or more.
A Different Animal
Enter the zebra (back to our animal analogies). These types of Edtech businesses will be the ones to watch within the sector. With zebra companies, there’s a sense of community and collaboration, rather than competition. They understand that there’s room for more than one superstar in a market. Zebras are herd animals after all. The zebra believes that competition is healthy for everyone involved—something to watch and use for motivation and growth. It closely observes consumer trends and continually strives to solve new and developing problems for those consumers.
For zebra companies, profit margin is vital because it is necessary for steady growth and sustainability. Revenues hover between $5M and $50M, it serves customers within a specific niche, requires annual growth capital of $100K to $1M, and generally has more than four streams of revenue.
Zebras are both black with white stripes and white with black stripes – they have a fluidity in their approach and are camouflaged at the same time. This creates a double bottom line: Zebras want to conduct real business, by solving a pressing problem in a sustainable way, whilst reacting to contemporary challenges. This too could be said of the Edtech industry as a whole.
Research exposes the £68.8 billion opportunity for UK retailers
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