UPDATING YOUR BRAND
rebranding, starting with the sales details, eye catching sign boards, fascia boards and website. It reflects our aim, which is to provide a professional service. It cost thousands, but it was a good investment.” Illingworth felt they already had a good
image, but felt it important to project a modern look. “I think we have recovered the investment pretty sharpish,” he says. “We have had lots of positive comment, especially about the signboards. We have also forced the competition to upgrade as we look smart and they look tired.”
The facelifT Badger Holdings, parent company to Townends Estate agents in the South East, rebranded last year (2010), feeling that, after 10 years, they needed to modernise. It wasn’t a decision they took lightly. Says Head of Marketing and Technology, Kirstie Ayres: “We wanted to create a modern and fresh look to make to appealing to today’s consumer without alienating existing clients. “The old Townends brand was very
established, with high levels of brand recognition, so making the change was a calculated risk. We also needed to be sure that there were sound business reasons for the change and it wasn’t just a moment of corporate vanity.” The reaction, says Ayres, was
overwhelmingly positive, both in and out of the company.
WINKWORTH HIgHcLIffE After
‘I had to really work hard to get it through because people were
cautious. I had to do a lot of convincing. People said, ‘it is a strong brand, why change?’ aMBeR RaMPleY WiNKWORTh
“Our fresh new look has undoubtedly
generated leads and enquiries.” A merger with another old established name was the perfect time for Carter Jonas to give the image a facelift. In 2009, they merged with Dreweatt Neate, whose offices were rebranded Carter Jonas immediately, expanding the company to 30 branches across England and Wales. “The old Carter Jonas brand had been in
existence for about 20 years and was looking tired,” explains Business Development Director Roger Wheaton. “The rebrand was designed to position the firm as more reflective of where we think it is now. We maintained our solid, traditional roots, but we have become more commercial and dynamic than perhaps clients appreciated. Danger would only arise if you started altering those existing relationships, and we never intended to do that.”
Out with the clunky old... and in with the streamlined, cool new
An agency was brought in to do the initial design work and once the templates had been agreed, the remaining work was taken in-house. From being regarded as a mainly rural agency, CJ feels they are now considered beyond that core clientele. “It has definitely resulted in extra
business,” says Wheaton. “It wasn’t cheap. But with the need to redesign a website, undertake new sale board and office signage etc., it was a significant investment. “We recently undertook a survey of
some of our key clients. When asked about the brand, the attributes they tagged were ‘professional’, ‘dependable’ and ‘affable’ – almost exactly what we were trying to achieve.”
WINKWORTH OLD STYLE Before
00 NOVEMBER 2010 PROPERTYdrum
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