Brands. Just what is it that makes one brand stand out among others? Is it the word or symbol itself that captures people's imagination? Is it because the name is relatable? Or could it be that the brand simply symbolises expectations? It could be all three, and many more reasons.
For many, a brand is a lifestyle choice. Ask someone what TV they have and they'll tell you first that it's a Samsung or LG – not that it's a 50-inch 4K HD with full sound surround. People can be so bought into brands that the product details become secondary – it's all about the name.
The birth of a brand
Granted, many of the big brand names we know and love today have evolved over time, and a great deal of money has gone into marketing. But many businesses begin with the owner choosing a name for the company, and often, it's very personal to them. The name of the owner often lends itself to a brand and product name – Dyson being one example. However, Jobs Computers would never have worked – Steve Jobs chose Apple because he loved apples and felt the name was fresh and unintimidating - just like his products.
Strong brand names can have a massive effect on business success, however, it's not just about the name. The brand image needs careful construction, often taking far longer to bring to life because it needs to encapsulate what the brand stands for.
Recognising the need for change
Changing the name of a business, or changing the look, can feel very uncomfortable for some – particularly if the original owner still runs the company. 'Letting go' of the name that has led them to where they are today is conflicting, however, when emotions are put aside, visionary leaders will know that it is an important turning point for the business.
There are a number of reasons why businesses should consider changing the name or look of their brand, or indeed, their product names:
- The name is no longer in line with the current and future market place
- The name no longer relates to new product lines
- The company wants to move its products online
- The company is diversifying or merging with another
- The name does not fit with what the company now stands for
- The name is too weak to compete in the wider market place
- The name means something different in international markets.
These are just a handful of reasons why a brand name should be reviewed, even if it leads to retaining the name and giving the brand image a refresh or redefining what the brand stands for.
The worst thing that a business can do is stand still - it must move with the times and its chosen market place, regardless of how uncomfortable it may feel. Audiences are not the same today as they were twenty years ago – buyers are younger, communications are more innovative and customers are looking for long term value for money.
The process of reviewing a business or product brand name is both exciting and liberating – it can lead to a feeling of new empowerment; better creativity, increased productivity, higher customer retention, repositioning in the market place, and ultimately, a significant increase in revenue.
The Process of Brand Modernisation
TPMC has a unique process for brand modernisation. We look at the brand as whole, questioning every aspect of the business; past, present and future.
Our expert team have worked in senior marketing management for a host of B2B companies. It's our experience and insight that allows us to dig deep into the foundations of a business and uncover its true potential.
Here are a handful of recent, inspiring projects:
MCP – The company was founded in 1978 as MC Plumbing Services. It grew to become a well-known local business providing a wide range of property services. In 2015 approached TPMC to help strengthen their brand so that they could compete for large social housing contracts. Today they complete over 72,000 orders every year and now work for local authorities right across the South East and beyond. Read more
Easypack – The company approached us in 2016 looking for strategic marketing support. The long-term aim of the then-owner was to sell the business, so they needed to strengthen the brand. The company manufacture machinery which produces recycled packaging, but this was not evident in their branding. Through our brand modernisation process we identified their brand pillars – Innovative, Green, Packaging. They were later bought by one of the World's largest protective packaging brands. Read more
Rotech Machines – Approaching their 20th anniversary, Rotech's plan was to double the size of their business in five years. They wanted to modernise their brand so that they were ready to compete with major brands. Through our process we completely transformed their look – retaining their name but enhancing the strength of their brand messaging through The Code Mark of Excellence. Read more
AMDECK – The new owner of this little-known company in East Anglian saw the potential of the steel decking that was being produced. We were asked to rebrand the business so that it could compete with major players in the UK construction market. We began by writing a comprehensive marketing plan in which we advised changing their name from Anglian Metal Deck to AMDECK. In just five months since the rebrand, the company is now competing with and winning business from the likes of Kingspan and Tata Steel. They have seen output go up 5000%. Read more.
Brand names can have a truly powerful influence on people, employees, markets and your bottom line.