For companies who have spent decades building brand equity and awareness around their brand, where’s the sense in rebranding?
The reasons behind rebranding are different for every company, however it all stems back to ensuring that your branding is still current and reflective of the product or service offering. (In the eyes of the consumer, of course).
As mentioned in The Australian article Brands must go with the flow in a changing world, with rapidly changing technology and ever growing consumer empowerment, brands now need the ability to go with the flow of social change.
Gone are the days where the trusty strong brands can remain static and not meet social and technological changes. This simply results in an out-dated brand and consumers will move on to the next best thing.
Closer to home, an organisation that has embarked on the re-branding process is General Practice Workforce. General Practice Workforce is a Government funded organisation that is in place to support and improve the health status of Tasmanian communities by facilitating adequate and sustainable access to health services.
General Practice Workforce were restricted by not only their branding but also their name, as their services are expanding into other areas beyond just General Practitioner recruitment.
at+m were assigned the task of renaming and rebranding General Practice Workforce, to lift them into the global space in which they were now operating.
With help from the General Practice Workforce team, we agreed that the new name Health Recruitment Plus encapsulated these new services which include a variety of Practice Support services and Allied Health recruitment.
The next job was devising a simple yet easily recognisable logo to live with the name! HR+ is a national and international brand and therefore needed to be easily recognised and understood outside Tasmania, Australia.
at+m were also responsible for designing and printing the new HR+ stationery and developing their website to make the transition to the new branding as seamless as possible.
The Health Recruitment Plus re-branding process has helped General Practice Workforce expand its reach and communicate to the wider community in a more effective way.
No matter the scope or size of your company, it is integral that your branding is truly reflective of your product/service offering.
I guess this may raise two questions,
- What do consumers think of your brand?
- Does your brand name, logo and brand positioning reflect your offer and the needs of the market?