Defining a new category with a game changing name. Fibreband is launched
When C4L gave us the challenge of creating a new brand in 7 days we said “let’s go”.
With Bournemouth set to have super fast internet via fibre optic cables, our client C4L, (the Deloitte Technology Fast 50 company) were keen to make their mark. The brief to create a new brand for this new super fast broadband service was not only tight in deadline but it also has an increadibly competitive landscape. Entering into the market where big fish like BT, Virgin Media and SKY are fighting for customers, we needed to box clever.
With the in-house teams shortlist of names; BEAR, BULLET and JUCIE broadband we first knew a name could make or break this brave new business launch.
Following an evening workshop with Ross Thornley, the South’s branding expert innovator led them through a process and into a market changing name. It was his plan to create a whole new category for the internet connection. Enter FIBREBAND, no longer will users be looking for broadband providers if they wish to experience the unimaginable speeds fibre optic cables offer, they will be asking for FIBREBAND.
This ticked so many boxes from protectability, multi lingual understanding, domain name availability and word defining opportunities.
We are proud to show the value of expert innovation coupled with great design principles will ensure the best possible chances of success.
Read MoreA brand is not a logo…
As the south’s branding agency we often have people visit us who are confused about logos and ‘a brand’. Do we just need a “simple logo”… we then ask about the way they win business, how they answer the phone, who they are in competition with, how they talk, dress, treat their customers. What the staff think and feel. Do people buy from them because of price, function or service…Do they care, do they measure and if so by what? Sales, satisfaction, number of staff, customer referrals, market share or by gut?
Smart people understand that a new logo can’t possibly increase your market share, and they know that an expensive logo is not necessarily better than a cheap logo.This is the difference between understanding a logo and a brand.
A logo is an identifier, it gives people something to remember and apply to an experience or thought, like someone’s name. A brand is everything someone experiences and what they think of you.
How do you test if a logo is any good…
You can’t test a logo any more than you can test a first name. Sure, you can eliminate messy, difficult and long names, but what you should be looking to do is create the complete experience.
The visual language, service approach and every last communication from your emails to your ‘on-hold’ music is part of the ingredients to your brand success. What paper your business card is printed on to the car you drive.
It truly is everything you do, however it is important not to get overwhelmed by the enormity of this. Take it one step at a time. Prioritise which points your customers touch first and most often, which are key in winning new customers, which in retaining old ones. Work out effective methods of connecting with people in your own way and style.
Make it memorable and consistent. We love working with people who understand that a ‘brand is not just a logo’ they are half way to a stable, successful and fulfilling business. If this sounds like you then get in touch and I am sure we can create a memorable magic brand together.
Read MoreBrand schizophrenia
Have brands lost their way? We can all remember the time when Harley Davidson only made bikes, Colgate just made toothpaste and Coca-cola only soft drinks. Now everything is all blurred, every brand thinks they can do anything, Harley perfume, Porsche a MPV and rarely does this work. Caterpillar has created a very successful clothing brand but usually brands fail when going into an unrelated category. This has two risks, confusion to your consumers and devalues the core brand.
Stick to what your good at, make that the best it can be before you look for diversification. You will be surprised what you can achieve if you apply real focus. Move within your core, there is plenty of room.
Read MoreBrand Philosophy
Recognition of the value of a brand may not be a new phenomenon but you might be surprised to read what Socrates was writing about it almost 2500 years ago!
“Regard your good name as the richest jewel you can possibly be possessed of – for credit is like fire; when once you have kindled it you may easily preserve it, but if you once extinguish it, you will find it an arduous task to rekindle it again. The way to gain a good reputation is to endeavour to be what you desire to appear.”
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