Repositioning the Planet Brand
In business, standing still is never an option and earlier this year we undertook a huge internal project for ourselves; repositioning the Planet brand.
As a design agency that has many years experience, spanning over more than two decades, we have seen the industry change in so many ways and we have had to evolve too. Always working on our brand, design and marketing skills, evolving the services that we offer and adopting new ways of working to provide the best value to our customers.
During a period where we were making alterations to our overarching business strategy, it became clear that we had allowed our brand position to become confused; swept along by the flurry of day-to-day work, design projects and marketing campaigns, we hadn’t stopped long enough to consider our own.
From organic to strategic
Historically, our approach had been organic as opposed to strategic. We worked hard to actively reflect on our business offering, and build a robust strategy that would encapsulate everything that we stand for as an agency. It wasn’t an easy task; although it’s something we help our clients to do every day, it’s never simple to undertake such a task for yourself. However, it was imperative that we outwardly reflected modern agency life; our services had evolved internally but we hadn’t refined them into a working practice.
Through workshops and 360 degree interviews of staff, clients and suppliers, we were able to clearly identify our core strengths, which we distilled down into key points:
Our highly skilled design team have a geniune love and respect for the craft of design
We sucessfully create, evolve and protect brand identites for our customers
We have a flexible and inclusive approch to the client/supplier relationship
Our high service levels and internal processes mean a great all round experience for our cilents
Our personable approach makes clients feel like family and we serve as a valuable extension to their internal teams
Redefining our services
To further assist with our re-alignment, we evaluated our services. One of the key things we did was compare what we ‘actually do’ vs. what ‘we say we do’. Two very different things it turns out! We identified that in an industry that calls (quite rightly) for a media neutral approach, core value lie in how you can evolve your service and maintain strong client relationships over time; all fo which directly links to helping our customers achieve their goals. As a result we have defined our offering into 3 key services areas:
Apply
We act as our clients design agents; creating creative assets for their marketing communications and campaigns, that accurately reflect their brand.
Evolve
We create or evolve the visual identity of our clients business, products or services to best represent them in their market; moving the brand on and keeping them relevant.
Protect
We manage a customers brand and act as a custodian of it by offering design & consultancy services that extend through all visual communications and into ongoing marketing communications and campaigns.
Whilst these types of projects can vary considerably in size and length, this practical re-framing is a part of a series of small incremental business shifts, that will serve to provide a more distinct offering and greater value for our customers.
Thinking of repositioning your brand?
Here are five circumstances in which a brand re-position should be considered:
Your industry is changing
Maybe the market you work in has evolved, audience behaviours are different, and you don’t feel like you are leading the charge. Consider re-positioning your brand to refresh your position and communicate your key USP’s.
Competitors
Are there a whole host of other businesses on the scene offering what you do at a more competitive price? Or maybe there are there disruptive forces at play from start-up’s? Either way, finding your niche and re-aligning your brand to reflect that, will help give you the edge.
Your products and services have changed
Do you have a new set of products or services that need to be targeted at a different set of customers? Consider if your existing brand is suitable to effectively deliver your new offering, or will it likely have a damaging effect?
You don’t stand for anything
If your brand doesn’t have an easily identifiable purpose, how can your customers be expected to know why they need you? Being clear about what you offer and why you exist is the single best thing you can do, in order to attract the right customers.
Shifts in internal structure
New hires, the introduction of new Directors, or mergers and acquisitions with other businesses can all serve as good reasons for considering brand adjustments and updates.