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B2BM
April 2009
32
Branding
≤
Go to www.b2bm.biz/branding
Brand makeover:
Brand challenges
By Holger Ambroselli, Revolve Technologies
managing director, Base One
Amsterdam
Engineering services company highlights its recent buyout by
undergoing a rebrand through Gyro International
Creating a
principled brand
Whether you are a service
or a product brand, it is
becoming increasingly
important to build it R
evolve Technologies is an Essex- Biggest challenge: The tight timescales of
based engineering services the rebrand.
company formerly known as Agencies involved: Gyro International in
Roush Technologies. The rebrand Manchester handled the creative for the
followed the acquisition of the rebrand. Adrian Graves Limited saw to the
around solid principles. company from its US parent, Roush PR for the brand launch.
There are two main reasons why now is Industries, by an investor group in 2007. Timescale: The rebrand needed to be
the time for brands to rethink their principles if Roush was established in the UK in 1995; completed within 12 months of the
they have them, and define them if they don’t. however its parent, Roush International, acquisition as a legal requirement. From
1. Global economic situation and the was launched in the US in 1976 as Jack receiving the brief, Gyro had five months to
subsequent cultural (and personal) Roush Performance Engineering. The develop the name and identity as well as
reappraisals. We are all reconsidering who company currently employs circa 100 creating the collateral to support the brand
we trust, what we value and what we need. people. launch at the start of December. These
For the last decade we have admired Target audience: Multi-tier automotive and included brand guidelines, press ads and
businesses for their ability to grow and to non-automotive clients across a broad ‘brand bibles’ to educate and engage staff
grow profits, now we are beginning to spectrum of industries including car and and clients alike about the new brand
question their motives and the true value of commercial vehicles, transportation, identity.
what they do. infrastructure, agriculture, defence and What research was conducted? Brand
2. Impact of the Internet and Web 2.0 tools energy. workshops were carried out to find out the
for information for buyers. It’s now less about Old brand identity: The previous black, employee’s point of view and engage them
what you say, but more about what others grey and white identity was established in in the process. Research was also carried
say about you. You therefore need to deliver 1995, on the creation of Roush. out on the business, its values and
an experience that compels them to tell your New brand identity: ‘Revolve – the centre personality.
brand story for you. of excellence’. A new brand identity Ongoing communications: The rebrand
Almost all brand projects will involve needed to be created along with brand was launched at a VIP event held at
identifying brand values. Many go a step guidelines, a launch video and a Boreham House in Essex for Revolve’s key
further and turn those values into principles comprehensive set of supporting collateral clients, including Ford and Ascari.
to be practiced within your organisation. material to reflect the buyout and Following the launch, an open day was held
Principles give direction and provide the separation from its parent company. The for engineers and customers at the
framework for decision-making throughout name ‘Revolve’ was chosen to company’s offices, along with workshops to
the business. communicate the forward evolution of the communicate the benefits of the renewed
The challenge is to create them to be company and the nature and culture of its brand offer. A press campaign will follow
effective in your intention, and to achieve core business. The strapline, ‘the centre of shortly.
this, principles need two key characteristics: excellence’, is to demonstrate Revolve’s How is success being measured? Due to
they must be memorable and convey your outstanding reputation within the industry. the close working relationship with its
brand character. When was the new brand launched? clients, the company will have ongoing
This results in employees taking the right December 2008 feedback done in an informal manner.
actions, in the right way. Consider these Why a rebrand? The rebrand followed the Client perspective: According to Andrew
examples: buyout of Roush Technologies from its US Williams, executive chairperson at Revolve
Principle A: ‘We look for new ideas and parent and was carried out in order to Technologies, “The rebranding of the
opportunities for innovation at all times’ create a distinct identity. Through the organisation with the name ‘Revolve’ has
Principle B: ‘Curiosity only kills cats’ restructuring process three clearly defined enabled us to promote the broader ambition
They are both designed to encourage the business units were established – and diversity of the business for the future.
same behaviour but the first has a consultancy services, product development We will continue to grow our core
personality that encourages an attitude and performance engineering groups. automotive design and development
towards ‘ideas and innovation’ that the other Key objective: To have the company and business – alongside other sectors, such as
fails to instill. its new business units represented by the commercial and specialist vehicles, defence,
So do your brand principles need an new brand. hybrid technologies and renewable energy.”
overhaul? Look for inconsistent behaviour,
erratic and slow decision-making, low-level
conflict and disagreements and, most
tellingly, general contradiction and
differences in the customer experience.
holger.ambroselli@baseonegroup.co.uk
Old brand New brand
B2BM APRIL 09 – www.b2bm.biz
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