UPDATING YOUR BRAND
Making the brand work – practical applications
Once all those branding choices have been made; colours, logos, fonts etc, the glorious new brand needs to be set to work. Besides cascading through your website, your stationery, mailings and of course the shop front, the new brand and look needs to be showcased to the passing public. Get the new look working to increase sales by creating a stunning window and interior display – so review your window dressing. Customers need to be able to browse
the properties quickly and easily. Staff need to be able to change the property details with ease, so what are the choices these days? Cable displays are the old favourite but there are many new and exciting display options out there. Shop-fitting specialists Mid West Displays gave us some pointers.
Freestanding Panels This display system features an acrylic panel in any colour; the pockets simply hook on and off the panel to allow easy changing of the property details. There is also the option to add logos to the panel itself to reinforce your brand.
rotating disPlays Add movement to your windows with rotating displays – perfect for estate agents windows, they attract customers to your window. Low voltage lights which means they can be viewed day and night. Due to the design, they can display twice the amount of product details in a very attractive display. Rotating displays and panels can be made to measure, in a colour of your choice, with or without your logo.
Inset: light panels Below: Interior displays
Above: Hook on pockets Below: Wall mounted panels
‘Rebranding also requires a change of culture and a redefining of the
personality of the company. Unless you take your team with you, nothing changes.’ martin stubbs PhilliPs & stubbs rye
light Panels A new display option. Some designs fit directly onto standard cable centres (A4 cable centres= 244mm). This means the light panels can be fitted to existing cable displays. The panels are double sided but only 14mm deep and use low voltage LEDs which have a minimum life expectancy of 60,000-100,000 hours, due to their long life they are maintenance free. They will illuminate any graphic printed on
standard 90gsm paper or backlit paper (available from Mid West Displays),
which enables you to change the
display as often as you like. The graphics can be changed easily by simply slotting them in and out of the front and back pockets, there is no need for tools. The light panels use energy efficient LEDs that are extremely bright and won’t cost the earth to leave them switched on, which will draw attention to your display day and night, therefore encouraging more potential customers to your window.
Mid West Displays offer a made to measure service and can help with the display design.
www.midwestdisplays.co.uk or call 01743 465531.
For Phillips & Stubbs in Rye, on the
South coast, rebranding was considerably more than a change of saleboard design. A fundamental shake up was launched in response to the way customers were using online portals rather than local branches. “That was rendering our outlying village
office irrelevant,” says Martyn Stubbs. “There was a need to reinforce our links with London to combat the growing threat of larger firms. We needed to protect our core market and to push into new sectors.” Two satellite offices were closed, not – as
Stubbs hastens to point out – because of financial pressure, but to channel resources to other areas and new revenue streams. “A total rebrand offered us the vehicle
to revitalise our values and re-energise the company,” he says. “Every aspect was looked at, design, layout, the working environment, green credentials and dress code. It is a cathartic experience. The cost was around £70,000. As Stubbs points out, a fancy new image
can’t disguise a failing brand. “Rebranding also requires a change of culture and re-defining the personality of the company. Unless you take your team with you, nothing changes. Our rebranding met with strong approval and the average price of properties sold has risen decisively. I don’t think that is coincidental.”
What’s your experience? Share it online at:
www.propertydrum.com/articles/rebrand
22 NOVEMBER 2010 PROPERTYdrum
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