Something to believe in – Is brand more important to your staff than to your customers?

By | March 23rd, 2016|Branding, Insights|

A company that publicly displays brand values and culture without buy-in and the belief of the team can be disastrous for a business ona
many levels.

– Craig Barker, Koobr

The idea that a brand is all bells and whistles for the benefit of attracting, engaging and capturing customer interest is an outdated one; the benefits of brand go way beyond this, strengthening one of the most performance-critical areas of your entire business — your staff.

It’s not enough to have your frontline staff enforce branding across all types of customer interactions, they need to live and breathe your brand, and believe in everything it stands for. Only then will your customers believe in it too.

Brand communication starts from within

Nothing impugns brand integrity more than a disconnect between marketing PR and company staff. A successful brand relies on communication that is consistently strong and has the full support of your employees, regardless of whether customer interaction is part of their job role or not.

That’s because brand communication starts from within. It permeates every level of a company’s infrastructure, from top decision-makers to the person who answers the phone, and reinforces brand values, vision, and ethos from the inside out.

There are many great examples of how companies effectively communicate brand through their employees, who are, for all intents and purposes, ensconced in that brand.

Apple is well known for instilling brand into their staff, and it shows when you call up their customer service centre or walk up to an Apple store “Genius Bar”. Their staff are attentive, friendly and interact with customers in ways that are indicative and in accordance with brand values and personality — encouraging customers to explore products in fun, informative and creative ways.

Even customers who do not actively purchase during a visit to one of their stores are still left with a positive lasting impression of their overall experience with the brand.

That’s not to say a consistent brand emerges from conformist employees, far from it. Each individual needs to determine how he or she can deliver on the corporate brand promise in a way that’s authentic, leveraging the corporate identity with what ignites them and makes them exceptional.

A company that publicly displays brand values and culture without buy-in and the belief of the team can be disastrous for a business on many levels. A proper brand should provide impetus and direction, but that’s only possible when your staff feels connected and engaged.

Working with employees to help shape the values of your brand — allowing staff to individually interpret their roles as brand ambassadors — will not only secure buy-in, it also provides clarity and understanding, enabling staff to deliver on customer expectations.

The application of brand on the inside

Otherwise known as ‘internal-marketing’, the application of your brand within the company is no different to how you would use it to capture and engage your customers. It’s about creating and maintaining an emotional connection to your company that

Comech – Case study of a branding project

By | March 6th, 2016|Branding, Case studies|

“Simply put, they hit the nail on the head. Koobr created a contemporary, polished brand and now we are well positioned for rapid growth.”

– Keith Pallett, Managing Director, CoMech Metrology Ltd

In September 2015, CoMech secured one of the biggest contracts in the company’s longstanding history. This contract was to provide calibration services for the London Underground.

Earlier that year we embarked on a journey with CoMech to develop and introduce a new brand to their community of worldwide clients in the railway and aerospace industries.

Rebranding one of the country’s leading specialists in metrology

For more than a quarter of a century, CoMech has been servicing safety-critical industries in the fields of dimensional metrology and technical innovation, so rebranding was a huge opportunity that also carried a great deal of responsibility.

We spent a lot of time getting to know the company, their history, the integrity of their work and the team in order to understand CoMech’s heritage and vision for the future. This was important for putting together a fresh, contemporary brand that would help drive the company forward, whilst being mindful and respectful of the strong identity they had carefully built over the last 25 years.

Finding the right look and feel

From the very start, we wanted to create a brand that was both wrought and slick. It needed to retain CoMech’s character as a very ‘industrial’ organisation, with a rich, well-established heritage, but it also needed to slip comfortably into today’s digital age.

How the brand should look from a digital perspective was taken into consideration as early on as the initial conception stage. This re-surfaced later on when we crafted graphics for the new website concept, distilling CoMech’s  services into salient icons that were universally recognisable but equally on-brand and unique.

Chamber Apprenticeships – Case study of a branding project

By | March 6th, 2016|Branding, Case studies|

“Koobr displayed lots of positivity and enthusiasm when we briefed them on this creative project. They shared their creative process every step of the way, understood our requirements, gave useful insight, and delivered the best possible solution for the Chamber Apprenticeships brand values and target audience.”

– Alison Gray, Marketing Manager, East Midlands Chamber (Derbyshire, Nottinghamshire, Leicestershire)

In 2015, the Chamber launched the new brand for their Chamber Apprenticeships scheme across Derbyshire, Nottinghamshire and Leicestershire. Koobr is extremely proud of the work we produced and everybody on the team who was involved throughout the project.

Reimagining the Chamber to inspire a whole new generation

To capture and inspire an entire generation of school-leavers and under-21s, the Chamber needed a brand that not only fostered trust but also felt fresh and exciting. From the very beginning we set out to develop a contemporary brand that, whilst moving away from the Chamber’s primary branding, retained much of the core identity and ideals

This decision came out of meetings with the Chamber’s representatives – as well as representatives of the Chamber Apprenticeships scheme – and really getting to understand how much they cared about the cause, and how passionately they felt about getting the scheme and its benefits across to the right demographic.

Finding a voice that speaks the truth

It was apparent to us from the very beginning that authenticity was key to communicating to a younger audience. We wanted to be positive without coming across as sounding patronising, we wanted to be definitive without sounding preachy. It was a fine balance. We started by testing different word combinations and concepts, thinking about ways in which they would accompany visuals for the desired effect.

Once we established a voice we felt represented the ideals and values of the Chamber Apprenticeships scheme, we began to craft phrases and marketing messages to communicate the service in the same style.

Getting the right look

Crafting the overall style and look was done in conjunction with developing the brand voice, ensuring complete consistency across the board. Our brand developers worked alongside our designers for this, experimenting with word and visual combinations to get everything just right.

The new logo was developed using the Chamber’s existing colour palette in a way that showed momentum, direction and choice.

Social media

The new Chamber Apprenticeships brand was launched alongside a social media campaign, using stylised messages across Facebook and Twitter to showcase the new brand and increase awareness of the available courses and the Chamber Apprenticeships service as a whole.

Developing the website

It’s important to establish how a new brand looks and feels before diving into the development of a new website. Because we understood and created the brand from the very start, it was easy to translate this over to a new website build.