How do you know if your brand name is strangling your business? During a recent brand story workshop it became clear that there was more to this client’s story than what the brand name was telling. There was a gaping void that the logo (and the website) wasn’t doing anything to bridge. It was screaming “local business” when the business has national scope. The name was “Central Real” a shortening of a localised descriptive phrase “central coast real estate”. While…
When Mende Seljanovski decided that his company’s brand needed a face lift, he came straight to The Sponge team. Mende approached The Sponge with a clear aim in mind. He wanted his clients to be willing to wait for his company’s services and willing to pay the price his work deserved. In a recent interview, he revealed why he chose to take this step and how the astounding rebrand has had a life-changing impact on his business. “ If we’re…
Imagine your client gets approached by a new vendor (as they do continuously!). She patiently listens to the spiel and witnesses all the razzle dazzle that this hopeful sweet talker can muster, then politely and passionately says “Thank you, but no, there is no way on God’s green earth we would even consider anything other than [insert your brand name here]”. That’s what brand owners dream of, a growing customer base of die hard raving fans. Raving fans are both…
I’ve had the privilege of experiencing the full picture for many business brands from behind the curtain. From that position I’ve seen the great, the good, the bad, and the downright ugly. I must clarify. When I say brand I refer to the whole business package, visual brand, communications and culture. Many brand owners forget about the last one and in my opinion it is the most important. Having printed values in a drawer somewhere doesn’t count. When brand culture…
When is it right to refresh your brand versus a complete rebrand? Rebranding is massive! Not only the impact both internally and externally for the business, but it’s a huge project to undertake for all involved. That’s why rebranding usually correlates with an equally massive change, or significant shift for a business, like one of the following: Ownership change Maturation of business Expansion into new markets or geography Change in direction Merger, acquisition, or spin off Legal or reputation damage…
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