For the second time in 29 years PRS is rebranding with a new trading name, a new logo and a new website. So why are we doing it?
Well, since beginning our business in 1986 much has changed within our industry and the requirements of our clients. Originally, we were producing a lot of advertisements and organising press campaigns for our clients as well as designing and supplying supporting promotional literature, at that time we traded as PRS Advertising for obvious reasons.
In 1993, it was decided that our main focus was now promotional literature, exhibition graphics and an ever increasing amount of website design. A new logo was produced dropping the “Advertising” and changing to a colour scheme that was more in keeping with the fashion of the time whilst drawing attention to an obvious change.
Now another change is necessary. We have rebranded as PRS Partnership due to the way we like to do business with our clients. Rather than simply working for our clients we prefer to think of our services as being part of our clients business, in a way a “partnership”. We still offer a quality graphic design service for promotional literature, websites and exhibitions but now like to include a focus, when required, on how these items interact with customers to achieve better sales and greater brand identity. Our new website has a fresher look and provides simple explanations of our services as well as a selection of recent projects to showcase our creativity. Please take a look and let us know what you think!
Why do businesses rebrand?
When a business or organisation decides to change a significant element of the way it does business then a rebrand is often required. Such a change could be a new brand name or logo, or it might simply be a change of message to better communicate a more relevant brand promise.
Which ever way you look at it, rebranding is extremely important. The decision however must be considered carefully as the exercise can involve many changes and some resistance can be shown by suppliers and employees alike. A rebrand can also make your customers uneasy if it is not handled correctly. “What was wrong with the original company” is often the first thought along with “will the new company give me the same service as the old”.
In short company’s that rebrand do so usually for either proavtive reasons or reactive reasons.
Sometimes a company sees a reason to rebrand to seize an opportunity or stop potential threats in the future. For example, proactive rebranding might happen in the following situations:
Predicted Growth: When a company is preparing for expected growth it might rebrand products and services into a consolidated brand. This is often done for consistency and to save money over time whilkst creating a greater sense of brand unity across its business.
New Line of Business or Market: When a company enters into a new line of business that is not reflected within the current brand. An example was when Apple was known as Apple Computer? As the company evolved into new lines of business beyond computers, the original brand name was too restrictive. With a simple snip to the ancillary word in the brand name in 2002 (which most people didn’t use anymore), the brand was ready for new growth and opportunities.
New Audience: When a company wants to appeal to a new audience. Keep in mind, the rebranding might not require an actual name or logo change. Think of McDonald’s referring to itself as MackeyD’s in commercials to target a different demographic from its traditional family audience.
Relevancy: When a company realizes its brand is losing relevancy in consumers’ minds, it might be time to rebrand. The Yellow Pages rebranding is a perfect example. With the use of printed Yellow Pages directories declining, Yellow Pages rebranded to YP and began to focus more attention on the digital space making it significantly more relevant.
Other times, companies rebrand in reaction to an event that is so significant that the existing brand must be changed. A merger or acquisition might be a good example.
Legal Issues: There are a number of different legal issues that could cause a company to rebrand. Trademarks are often at the root of these rebranding examples. When a competitor renders your brand useless or dated, a rebranding could help you regain a foothold in your market and give you the facelift you need to effectively strike back.
Sooner or later the time comes when your corporate identity is no longer up to scratch. Recognising when this is the case may seem difficult, but in the life of a business various moments arise that lend themselves very well to a change, or even necessitate one.
OUT WITH THE OLD, IN WITH THE NEW
On average, organisations and brands change their corporate identities once every seven to ten years. This often involves restyling logos, colour palettes, visual language and the photographic style. In a small number of cases, the name of the organisation is also changed during this process. Although there is usually one main reason for making the change, the motivation behind a rebranding project is often a combination of several factors.
If you would like some help with your branding, please get in touch, we will be happy to advise, where possible, and create a new brand image to take your business on to the next exciting stage.