Propelling a brand into its growth era.
Here we explore the remarkable growth achieved by a furniture company following a comprehensive rebranding strategy.
Note: This rebrand was executed through a collaborative effort with a team of experts as part of the Transform programme. For confidentiality reasons, I have not used the companies' name. I (Abbie Allis) served as the project lead, brand strategist, and designer.
Background
The client had exciting plans to scale up and recognised that in order to scale, they were going to need to raise their brand perception. Despite offering high-quality products, the company's brand presence and customer engagement were lacking. The client decided to undertake a comprehensive rebranding exercise.
Objectives
The primary objectives of the rebranding project were to:
Elevate the brand image to resonate with their target audience.
Improve customer perception and engagement.
Drive revenue growth.
Execution
The rebranding project was carried out over a 6 month period, with a detailed timeline and clear milestones. During that period the following was delivered:
Brand Discovery
> Bespoke discovery workshops (focusing on brand, marketing and business strategy)
> Customer and market research
Brand Development
> Development of key brand elements (Logo, colours, typefaces, visual language).
> Messaging and tone of voice development
> Development of mission, vision and values
> Initial campaign ideas
> Office interior
> Brand guidelines
Brand Alignment
> Website brand alignment
> Online sales channels and social media alignment
> Photography - Art direction, location sourcing and photoshoots
Marketing Strategy
> Marketing strategy
> 12 month activity calendar
Results
The rebrand saw some impressive results, with the client experiencing a 47% increase in revenue in only a three-month period from launching the new brand.
Conclusion
By elevating their brand identity, enhancing their digital presence, and improving the overall brand experience, the furniture company built a brand to support their growth aspirations and achieved substantial revenue growth.