How rebranding can build the bottom line
Branding is everywhere. Look around right now and you will likely be faced with a brand, or two or three.
But branding is more than just the name or logo of a given company, product or service. Branding extends to the emotions that spark when you think of the company. That emotion is created by everything a company does, from the visuals to language, tone of voice, packaging and customer service.
When we talk branding at Pesel & Carr, we are referring to the way the consumer perceives a company in their mind.
As you read this, you may be thinking that while it sounds nice, why is it important to the bottom line?
Not only does your brand provide a legal entity to trademark your product or service, but it allows you to differentiate from others in the marketplace and target a specific audience. Other positive advantages of strong brands include:
Positive recall in the consumers’ mind, leading them to favour your product or service over others
Brand loyalty which supports repeat business
Customers prefer to purchase from a brand that is seen as trustworthy and ethical rather than a brand whose image is questionable – 64% of consumers buy or boycott a brand solely based on its position on a social or political issue (Edelman)
Credible brand reputation – which also provides a layer of “insurance” to your company if a crisis were to happen
Increased business value – according to The Economist, brands account for more than 30% of the stock market value of companies in the S&P 500 index
Strong brands are created when there is a deep level of brand awareness, called brand resonance. Brand resonance leads consumers to develop a strong sense of attachment to the brand. Consumers can become intrinsically linked and carry a sense of ownership towards a company or product, even building communities around them – think about an Apple vs Samsung smartphone user.
This kind of connection is more than just a repeat customer.
Why rebrand?
A rebrand can be due to a multitude of reasons (and that topic is worth a blog post in itself!).
Companies may need to rebrand to secure, maintain, alter or strengthen their position within the market. Below are a few reasons from an endless list of why some companies choose to rebrand:
Evolving customers
Companies grow and change, much like their consumers.
Staying relevant can be a challenge as societies evolve and an update may become a necessity. Customer needs and purchasing behaviours are everchanging and brands need to morph and change to keep up.
Merger or acquisition
Mergers and acquisitions often force the business to create a new face for its new brand.
Repositioning
Growth or market position may also force a rebrand onto a company. A business may be floating but needs to change their style slightly to swim and win the race.
It can help solidify a strong market position or entice a greater slice of market share. For example, companies moving into an international marketplace may need to alter their brand to appeal to different customs and cultures.
Pesel & Carr supported one of our clients, an investment firm, in rebranding to create a more sophisticated and polished look that reflected the expectations of their high net worth clients.
New product offerings
As a brand introduces new product lines, it may need to rethink they way it presents itself to consumers. A new business venture can often mean time for a rebrand or “brand refresh”.
For example, the powerhouse tech giant Apple, was originally known as Apple Computers before it removed the computers from its name when it began selling smartphones and other products.
Crisis
Without the right preparation or team behind you, a crisis can ruin a brand in entirety. Following a crisis, companies may choose to rebrand to restore faith within the consumer.
Following the Volkswagen emissions scandal, the brand removed the company slogan of Das Auto, translating to ‘the car’. They further enhanced their tarnished brand by steering away from investing in diesel to electric vehicles – aiming to restore their brand and appeal to the consumer again, whilst still endeavoring to be ‘green.’
Who is rebranding?
Rebrands are always happening – and sometimes are not so obvious.
Many well-known enterprises have changed or altered their brand including Starbucks, Instagram and Pepsi. To be accurate, Pepsi has done so over 10 times!
The Starbucks rebrand in 2011 saw the coffee house drop the ‘Coffee’ at the end of their name, switching from Starbucks Coffee to simply Starbucks. The change saw a social media meltdown as consumers didn’t understand the change.
However when thinking logistically, the name change has validity.
The chain stores offer more than just coffee, hosting a range of hot and cold cream topped drinks as well as snacks and grab and go meals. It is also a place or “community” for freelancers, students and others to gather. From our perspective, when we think Starbucks, coffee doesn’t exactly come to mind – but maybe that’s our Carlton coffee aficionado talking!
Outcomes of a rebrand
Like Starbucks, the brand evolved as the company grew. The removal of ‘Coffee’ from the Starbucks name allowed the company to open up to broader audiences, more than just a coffee drinker.
Instagram’s rebrand of 2016 saw the removal of their previous old-style polaroid camera in favour for a more seamless design. Today, users probably would not remember the previous logo, although at the time it sent users into an uproar freak. The alteration of the logo symbolised how the social media platform was evolving to more than just a photo sharing platform.
But a rebrand is not just a logo change either.
Iconic British luxury retailer, Burberry, has also altered their brand in the past. For decades the brand was one that appealed to an older demographic – their challenge was their audience. They had the desire to appeal to a new market.
Through the power of storytelling and clever campaigning, they used tones of their iconic British history to tell a new story – this time one that was fashion forward and glamorous but remaining upscale.
The rebrand saw an investment in innovation to bring the company into the digital arena, a space (at the time) very few luxury brands were in. The British fashion house embraced social media through livestreaming of fashion shows and engaging digitally with consumers. Again, playing to their iconic British past, the brand moved fashion shows from Italy to London – placing them in a league of their own, away from the French and Italian powerhouses.
Through the introduction of digital, Burberry better aligned with their new target audience, allowing them to be a 21st century player in the world of luxury retail. The brand’s new modern look made Burberry aspirational and desirable to the consumer. It created an element of exclusivity in a new market sphere which ultimately saved the Burberry brand.
Staying true to your mission
When rebranding, it is important to stay true to the business’ heart. It’s ideal to continue forward with the mission and vision, honouring the past whilst embracing the future.
We executed award-winning work with an inner-west catholic secondary school, to assist with repositioning their brand both internally and externally.
For years the college lived out their Catholic heritage, but as the student community and demographics of prospective enrolments became more diverse, it required a re-focus. Together, we were able to position the brand with a focus on excellence, as well as the values of inclusion and compassion (aligning with their Catholic foundation).
A new motto and visual representation of the brand led to an increased profile in the local community and importantly, an increase in enrolments.
Pesel & Carr values the importance of a brand’s history, it’s what makes each individual organisation unique – big or small.
Our 20-plus year history has seen our own agency evolve, but our core driver has always remained the same – to deliver out of the ordinary outcomes.
We have supported many of our clients to successfully rebrand in more ways than just a logo change.
If you are interested in finding out more, please contact Barbara Pesel at Barbara.pesel@peselandcarr.com.au.
Uncovering a hidden disability for Speech Pathology Week
There are 1.2 million Australians currently living with a communication disability, which can affect relationships, employment, education and social inclusion.
Opera in Melbourne is about to Fly!
Lyric Opera brings Australian stories to the operatic stage with a boutique Melbourne production of Barry Conyngham’s opera Fly, based on the life of pioneering Australian explorer and aeronautical engineer Lawrence Hargrave.
This powerful and accessible Australian opera returns to the stage, on Sunday 25 August, for the first time since its premiere by the Victorian State Opera in 1984.
Originally written for the opening of the then brand new State Theatre at Arts Centre Melbourne, this intimate production of Fly will open 35 years to the day of its premiere but this time at fortyfivedownstairs, in the heart of Melbourne’s CBD.
The work, written by esteemed Melbourne composer and Dean of the Victorian College of the Arts and Melbourne Conservatorium of Music, Barry Conyngham and his librettists Murray Copland. The work celebrates the life and achievements of Lawrence Hargrave, the somewhat neglected Australian aeronautical engineer whose discoveries led the world in the race to enable man to fly.
Offering audiences, a rare chance to see and hear Australian history, Lyric’s revival will rediscover the brilliance of Hargrave’s mind and the beauty of Conyngham’s music.
Artistic Director, Pat Miller, said this performance is Melbourne’s chance to experience our history and identity brought to life accessibly and affordably on the operatic stage.
“Hargrave’s intriguing mind and observation of waves and the movement of wildlife led him to consider flight. Without him, there’s every chance man’s ability to fly would have happened much later than it did,” said Pat.
“Fly is Australia’s history turned into art through music, drama and design. We’re bringing audiences an immersive experience, in an intimate space, to tap into Hargrave’s mind. It is a performance not to be missed.”
Barry Conyngham, a large part of Melbourne’s musical fabric, is delighted to see Lyric Opera bring his music back to life.
“Hargrave was an intrepid inventor and he’s fairly credited with inventing the box kite, which was a fundamental secret of flight. I love this piece, it will be great to hear it again,” said Barry.
The production marks Lara Kerestes return to Lyric Opera, after her acclaimed direction of Il Signor Bruschino in 2016. The cast includes international baritone Sam Roberts-Smith as Hargrave, alongside Lyric favourite Carolyn Vercoe as Mrs Hargrave.
Joining Lara is an exceptional creative team; based on a concept from Prahran interior design firm Zunica, the production with feature lighting by acclaimed designer Richard Vabre, sets by Tom Petty and costumes by Nathan Burmeister. This brand-new chamber orchestration of Conyngham’s accessible music will be conducted by Lyric’s Artistic Director, Pat Miller.
Fly premieres at Fortyfivedownstairs, 45 Flinders Lane Melbourne, on August 25.
Lyric Opera continues. its mission to make opera relevant, affordable and accessible with this production. The 90-minute opera explores our history and identity as Australians and its message is as important today as it was at the premiere 35 years ago.
Fly will be performed from 25 August to 1 September, at Fortyfive Downstairs, 45 Flinders Lane from 25 August – 1 September. Tickets are $55, or $35 concession. Tickets at: https://www.fortyfivedownstairs.com/wp2016/event/Fly-a-chamber-opera/
Pesel & Carr celebrates IPRA Golden World Awards success
Pesel & Carr is thrilled to have been recognised at the International Public Relations Association’s Golden World Awards for our campaign “You Are Not Alone”: Action Against Youth Suicide.
The importance of communication and connection at this year’s IABC World Conference, Vancouver
cPesel and Carr’s Managing Director, Barbara Pesel, and Account Manager, Amanda Cirillo, recently attended the annual International Association of Business Communicators (IABC) World Conference in Vancouver. The pair returned home with not only an abundance of thought-provoking takeaways, but also two Gold Quill Awards!Pesel and Carr’s Managing Director, Barbara Pesel, and Account Manager, Amanda Cirillo, recently attended the annual International Association of Business Communicators (IABC) World Conference in Vancouver. The pair returned home with not only an abundance of thought-provoking takeaways, but also two Gold Quill Awards!Pesel and Carr’s Managing Director, Barbara Pesel, and Account Manager, Amanda Cirillo, recently attended the annual International Association of Business Communicators (IABC) World Conference in Vancouver. The pair returned home with not only an abundance of thought-provoking takeaways, but also two Gold Quill Awards!The importance of communication and connection at this year’s
IABC World Conference, Vancouver
Pesel and Carr’s Managing Director, Barbara Pesel, and Account Manager, Amanda Cirillo, recently attended the annual International Association of Business Communicators (IABC) World Conference in Vancouver. The pair returned home with not only an abundance of thought-provoking takeaways, but also two Gold Quill Awards!
“Think Forward” was this year’s conference theme. A few topics covered by keynote speakers were; the lost art of conversation, engagement reimagined, and accelerated growth and innovation.
For communication professionals it was the epitome of innovative thinking in relation to how business can be conducted better. The conference shared inspiring stories, presented unique views, pushed comfort zones and challenged conventional thinking.
Blown away by all the speakers, there was one who stood out amongst the rest, Communication and Human Nature Expert, award-winning journalist, and Author, Celeste Headlee’s, who spoke about the lost art of conversation.
Her speech focused on research in neurological and social science, increasing understanding of how we relate with one another. She touched on the beneficial ways we can communicate better in workplaces, neighbourhoods, communities and at home – the true power of conversation and its ability to both bridge gaps or deepen wounds.
Celeste’s speech shed a much-needed light on the lost and essential art of conversation in a time when we minimize daily communications to nothing more than a few words in a text message.
Amanda shared with the team Celeste’s encouragement for not only more face-to-face interaction but also cognitive diversity.
“Cognitive diversity is when humans do their best thinking. Celeste touched on the importance of (on occasion) disagreeing with colleagues in order to be innovative or creative in your problem-solving,” said Amanda.
The pair were blown away by the research and knowledge represented by the conference’s keynote speakers.
“Every communications professional should attend this conference if they have the ability to, it’s great to hear how big companies conduct the day-to-day communications,” said Barbara.
“The key conference takeaways reiterated the importance of what we do here at Pesel & Carr,” said Barbara.
The conference attracted 1,400 business communication professionals from 42 countries. The 2020 conference will be held in Chicago.
Applications now open: Media & Communications Scholarship
Applications are now open for the Pesel & Carr and Deakin Melbourne Boomers 2019 Media and Communications Scholarship.
Media and communication students and graduates who are passionate about and support women’s sport – and want to develop their skills under expert mentorship with a hands-on role – are invited to apply for a $5000 scholarship.
Benefits
The successful scholarship recipient will help support the Deakin Melbourne Boomers for the 2019-20 WNBL season.
They will also receive one-on-one mentorship and coaching by:
· Barbara Pesel, Managing Director, Pesel & Carr
· Simon Wilmot, Associate Head of School, Deakin University
· Tony Hallam, Chair, Deakin Melbourne Boomers
The Boomers’ official communications partner Pesel & Carr has a long history of providing communications services to many of Australia’s leading sporting bodies.
The successful candidate will receive two payments of $2,500; one mid-December and one on completion of the scholarship.
Duration
The scholarship will commence on Monday 29 July 2019 through to two weeks after the completion of the season including finals (no later than 29 March 2020).
Position description
The successful candidate will work on a part-time basis. This will require:
· One full day at Pesel & Carr in Carlton on Mondays
· One day at the Boomers office in Scoresby
· A half-day attending home games during pre-season, regular season and Finals, at the State Basketball Centre in Wantirna South (with an additional games in Gippsland and Geelong)
In addition, they must be available to provide remote support during away match days (not required to be on-site).
They’ll work alongside General Manager Christy Collier and Events, Community & Operations Co-Ordinator, Vanessa Bennett.
At Pesel & Carr they will work alongside Barbara and the team, gaining valuable industry experience working on a range of tasks.
Overall they will help to create:
· Written content – newsletters, social media copy, articles, reports
· Visual content – imagery and videos
· Social media content – scheduled and match day action
The scholarship winner will be required to support the team in the event they make the finals series and this may include travelling with the team interstate.
The successful candidate will have a tertiary qualification (complete or in progress) in the relevant fields of media, journalism or communications – and must have access to a car in order to reach the State Basketball Centre and the Boomers office in Scoresby.
Selection criteria
Applications should include a covering letter which responds to the following skills and experiences, and include a brief resume, an example of your work and the names of two referees, including a recent manager.
Skills and Experience:
· Tertiary studies in a relevant field such as media, journalism or communications
· Work experience in a relevant field
· Your capability to contribute to the advancement of women’s sport, such as the Boomers
· Indication of how this scholarship will add value to your studies and career journey
Supporting documentation
Please submit your application, a resume, example of your work and referees to boomersscholarship@gmail.com
Selection
process
Applications will be accepted until Monday 1 July 2019 at 5pm.
The winner will be selected on both the application, and a face-to-face interview with Pesel & Carr and Deakin.
All applicants will be notified of the outcome of their applications in due course following the interview.
