Today I gave a presentation to company who we have been working with for the past six months. The unveiling to the staff a new re-brand, critical to the success of the change and strategic repositioning we are aiming to achieve are the employees.

A fundamental mind shift and belief will build on the foundations this new vision and decide it’s success.

The company’s position as one of the South’s largest and most visible driving schools is about getting a much needed enhancement with the launch of their new branding. So much more than just a fresh logo, this project has taken New Driver’s management team over six months to complete and involved them working closely with us.

With full implementation planned for the next few months, the resultant strategic and operational changes will positively impact everything from the company’s literature and website to stationery and vehicle livery.

One of the most innovative and important changes to come out of New Driver’s re-branding initiative has been a complete restructuring of how the school works with its Accredited Partner Instructors. We have developed some industry first packages that will truly differentiate them in the market.

For me today was about ‘Employee Alignment’

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Masterbrand
A single brand spans a set of offerings that operate only with descriptive offerings; continual product innovation, new releases, and so on.

Overbrand
Individual business unit or product brands operate under a strong family brand. Dual level of communications: individual offering establishes a unique position while leveraging credibility of the source.

Endorsed Brand
“Source” brand provides the business or product with an aura of credibility. Like Nestlé’s KitKat, Nescafé or Smarties. Special ‘K’, Coco Pops and Frosties from Kellogg’s or Polo by Ralph Lauren. The parent brand lends credibility to the endorsed brand in the customers view. Enables different tone, activities and behavior in different markets for each specific brand .

Freestanding Brand
An organisation consists of independent stand-alone brands, each maximising its impact on the market with little or no connection to its parent. There is a competitive need to develop distinct equities for line of business brands. Source brand does not fit or carry negative baggage.

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It’s what you won’t find in ávitāe that really matters from avitae on Vimeo.

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