Rebranding

Feature Image (above) by Colyn Huber – Lovegreen Photography

Identity & Personality Rebranding
In marketing, a brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images, design, fonts, colour schemes, or symbols. An intrinsic part of the brand is the name. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such elements include the company’s own vision statement and values. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service and ultimately consumers.

In other contexts the term ‘brand’ may be used where the legal term trade mark is more appropriate.

Successful brand building offers a significant point of difference to the competitive set within the marketplace the product is operating.

Accompanying the visual brand elements are the brand values that represent the organisations’ core values and personality, which if researched correctly, can directly impact on the consumers own core beliefs thus creating brand loyalty.

Core values must always be adhered to once set in place, regardless. Due to the nature of changing market forces it is expected that some peripheral values will change. Core values directly attribute to the company’s vision statement and will assist with establishing a corporate work culture having positive flow-on effects to both the internal and external customers.

id Services Australia provides seminars designed to investigate and bring to the surface the core values of existing operations and emerging developments, applicable when re-branding or launching a new brand.