Changing perceptions
In our latest blog Rebecca explains how she helped Naylors through the rebranding process…
There are many reasons why a company may choose to go through the rebranding process, but whatever the reason is, the level of time and energy required to make it successful should not be underestimated. Whilst it may consume you and your team for months at a time, the effect it can have on a business and its staff, can be hugely beneficial.
In the case of Naylors, the directors of the firm appointed me in 2015 to project manage the company’s rebrand, after managing the firm’s PR and marketing for a period of eighteen months.
With the retirement of the founder of the business, Bill Naylor in May 2015, together with their 25 year anniversary, Naylors saw this as an ideal opportunity to refresh and energise their brand in line with the business’ wider goals and with the aim of changing perceptions of the company.
In order to facilitate a successful outcome it was important for me to establish a solid understanding of the business and work closely with the directors on all aspects of the rebrand project. At the outset I undertook client questionnaires and researched competitors in order to write a detailed design brief and after interviewing several design agencies, we collectively made the decision to work with Newcastle-based branding agency, Sumo Design (now Altogether Creative www.altogetherceative.co.uk).
One of the most important aspects of the process was the staff workshop which Sumo led at the very outset of their appointment. Over the course of a full day, every member of staff was able to provide their own thoughts on what the firm meant to them and how they felt the firm was positioned alongside its competitors. As an open forum, the workshop was very productive and provided Sumo with an important insight to help build their own thoughts on the direction of the new branding.
One of the most important criteria was for the new brand to illustrate the broad width of services within the firm, the depth of resources and to the make the firm more approachable than its competitors.
The following three months were spent on establishing the key messages, coordinating photography, writing copy, building the website and developing a launch plan.
In September 2015, the brand was officially launched, with a very positive response. The new identity is a colourful marque based on the letter N and an infinity symbol. Each colour represents a different division of the business, communicating the breadth of service and standing out from conservative competitors.
The new brand reflects internal changes within the business and gives Naylors a modern, fresh outlook, whilst clearly demonstrating the same traditional values the business was founded on. With the new brand out there Naylors is embarking on its next phase of business growth as the firm looks to expand the business and extend its service lines.
To visit the Naylors website please follow this link www.naylors.co.uk
For further information on how we can help you with a similar project please contact us today hello@fourwallspr.co.uk
