Tag: rebranding

What are the aspects of a rebrand?

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Taking on a rebrand is a serious commitment. You need to be sure that this is what’s needed for your business to move forward but also that you know what you need before going into it. It may seem daunting, but it doesn’t have to be. It can be made so much simpler by knowing what is required. Within this article, we are going to look at what you as a company and brand need to look at when you are considering a rebrand

Have you determined your brands target audience?

Every brand needs a target audience, no matter what it is you are selling. These are the people that you hope are going to be buying the majority of your products or services. However, after 5, maybe 10 years as a brand evolves, does your target audience change? This is the first question that you need to ask yourself before going through with a rebrand. The current brand that you have will have been created to appeal to certain people, but as you evolve more and more people are going to be buying your products or using your services and as such when your rebrand you can’t focus solely on those you did before. You need to conduct research into who your current customers are and base your need branding on them.

Have you established a brand mission statement?

As every company or brand begins, it is important that you have a mission statement. This is for telling customers why you are doing what you are doing. What do you want to gain from selling your products or services? It is important that this is often customer focused, as not very many people are going to buy from a company who’s mission statement is ‘we want to make money’, just keep that bit to yourself. But over the years that you are in business, might your mission statement change? As you start to offer new products or services, or gain a new customer base, you might begin to see that what you are selling your products for changes. You need to make sure that when you are going through with a rebrand, you take this into consideration and base it around the new mission statement.

More importantly, does your brand truly reflect your current offerings and product?

As we have previously stated, over the course of 5 or 10 years that your company is in business, the products or services that you sell may very well change. You might change as a brand completely but it is more likely that you will just branch out and offer more products or services than you did at the beginning. With this, you need to reflect on what your brand says against what it is you are selling. If they don’t match, then you know that it is time to think about a rebrand, to ensure your customers don’t get confused, or that the new product you are offering doesn’t fail because no-one knows you are selling it.

Is your brand ready for your future projects and clients?

You may be thinking about a rebrand, but not sure if you should or not. However, one question that we suggest you ask yourself is are you ready for the future? The current direction that you are heading, do you think that this will be enough for 5 or 10 year down the line, when the market that you are in has shifted and new competitors have entered the fray? This is where you need to do further research on the market and your competitors, to see what exactly they are doing and try to build your new rebrand off this.

How has your business changed its values or consumers since the last time you looked at your branding?

There is a fair possibility that you haven’t looked into your businesses values or your consumers in any great depth since you first started your company. However, before going into a rebrand it is very important to do this. Look at how your customers may have changed from when you began to now. Has the age range increased or decreased? What demographic are they coming from? Looking at all of this will help immensely in bringing about your rebrand and making sure that it is what works for you

Here at Kaizen Brand Evolution we want to make sure that when you are undertaking a rebrand it is the best you can get and also one that works for you and where your company is at in the moment. If you feel like you are heading towards a rebrand, please do not hesitate to give us a call on 028 9005 2007 or send us en email to studio@kaizenbrandevolution.com, we’d love to chat.

How much does a rebrand cost?

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How much does a rebrand cost?

This cost of a rebrand is reflective of how much value it can bring to your business. In order for us as brand designers to evaluate this, it is very important to understand what you hope the rebrand can achieve for you. Your ambition and goals will determine the outcome and the cost value. For instance, you may need your rebrand to simply sell more to one specific audience, case in point – a restaurant wishing to attract more vegans – we would perform a rebrand with a clear and direct focus allowing the customer to see immediate results appealing to their new vegan audience. In the same vein, you may wish to increase your turnover by 15%, a clear goal for us as designers to evaluate and analyse your business in great depth to ensure we are targeting and communicating to the right people at the right buying level. This process is far more in-depth and can take place over a number of weeks before we actually begin the design process. Market analysis, client and business profiling exercises as well as gaining a deeper understanding of a company are all part of this. With this higher sense of your company purpose, we can accurately craft a rebrand to suit your goals and ensure success in all communications, paving a clear way for all future marketing and brand activity.

If you have clear goals then we as brand designers can determine a true value that a re-brand can have for your business and intern develop a tailored cost package to suit your needs. Believe it or not, there are no clear ways of pricing a re-brand as every one’s needs and goals are different, from the goal of attracting a new customer to increasing company turnover by 15%, raising the entire bottom line of a business your re-brand will do what you need it to do. Of course we have a fair idea following a brief of how much it could possibly cost to perform a rebrand and to what level to pitch a quote, however we always break down the price against what we have discussed in order to reach your business ambition, so you receive no nasty surprises.

Investment is a business necessity that we are a familiar with. Investing in store/building fit-outs, staff training, product development or vehicle fleets we are comfortable with these investments as of course, they show immediate results right in front of your eyes, instantly. When you hand over money for a car, the car is there in front of you to drive away, you can drive it, smell it and use it as it is supposed to be used. Investing in your brand correctly, by engaging a brand design agency such as Kaizen Brand Evolution who will take time realising the potential and delivering results through creativity will set your business apart from competitors, aid the decision-making process with consumers, increase reputation and be a true reflection of what you have to offer. Branding is an investment that you will always see results from, from year to year, an investment that will continue to evolve and give your business the platform it needs to succeed when faced with tough competition.

If you are interested in finding out how much a rebrand of your company would be, setting your ambitions for the business and reaching your goals talk to one of our team at Kaizen Brand Evolution and we will be able to take you through, step by step how much of an investment you will need to make in order to reach your objectives. Give us a call on +44 (0)28 9507 2007 or get us by email via our contact form

Tonic Pharmacy – Branding

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Tonic is a friendly, caring Pharmacy based in the heart of Derry/Londonderry. The Pharmacy began in February 1987 with John MacCafferty (originally with the name MacCafferty’s Chemist) with a belief that focusing on the delivery of a personal customer experience. They offer a variety of pharmaceutical services to meet the health needs of the local community.

They are the first in the area to provide a 24-hour prescription ordering app and messaging service. You can also order popular health and beauty products from their online shop.

In their own words:

“We are dedicated to providing a friendly, caring pharmacy experience with an emphasis put on delivering a quality, efficient healthcare service to our community. In November 2007, we purchased the Pharmacy and by following the same ethos the business has continued to grow.

Tonic pharmacy is a trusted e-commerce platform for anyone to purchase quality skin care and health care products, which help people feel better about themselves. Tonic in a sense means rejuvenating/ up-lifting/ invigorating/ replenishing. We sell only products that we feel have these properties and help ailments and treat concerns. We try to focus on natural products, which are not tested on animals and contain only natural ingredients. We offer an e-commerce service to collect in store with 48 hours: ‘pick-me-up’ service or an e-commerce delivery experience option for any of our products. What sets us apart from other retailers is that we have a dedicated pharmacist available to guide and advise on suitability and choice of products via an online chat/email conversation.”

Tonic approached Kaizen Brand Evolution to rebrand their pharmacy of 31 years. They asked us to design and develop a new branding system for a pharmacy, skincare, well-being store and e-commerce business that needed to be contemporary, bright, striking and clean. It should look modern so it could really stand out in Derry/Londonderry, or in any city if they decided to branch out. We wanted Tonic to set a new standard for how modern pharmacies should look.

They wanted to reach a new target audience of Men and Women aged 35+ and Parents. People who really wanted to feel good and really look after themselves would be the type of people Tonic wanted to be their customers.

The new Tonic Pharmacy wordmark consists of the word Tonic and a mortar & pestle (as it’s a tool used to crush, grind and mix solid substances into a powder). Tonic wanted to promote more of their natural medicines. We felt people know Tonic is a medicine, which has a general effect of making you feel good and the mortar and pestle best sums up their natural products.

We developed a tone of voice, which feels really positive, friendly and trustworthy. We wanted people to feel reassured, “Heal & Soothe” knowing Tonic is always there for you, 24-hours a day in-store or online. You can always rely on Tonic, they want you to feel good.

As well as the branding system we had created illustrations of what they stand for; a flower (for natural remedies), a clock (for 24-hour service) and Derry’s Guild Hall (for Trusting Local) using the elements of the mortar & pestle. It would be fun to work on other illustrations. We also created some visuals on how the brand could work across different mediums including their delivery van, packaging, business cards/stationery, signage and their website.

Over time when Tonic has become more established, the T and the Mortar & Pestle could be used stand-alone, and it will still be recognized as Tonic Pharmacy.

We enjoyed working with Tonic Pharmacy on this branding project; we can’t wait to see the brand being rolled out across their vans, social media and perhaps a visit to their store. I would like to see Tonic expand and set the bar for modern pharmacies.