Re-branding fever hits Australia

June 9, 2011 by  

Low cost airline Virgin Blue has recently re-launched as Virgin Australia in order to attract a greater share of business passengers who have traditionally avoided flying with the low cost carrier. Virgin Australia with its silver and red branding presents a more streamlined business style brand compared to the fun, funkiness and youth style that Virgin Blue was famous for.

Also jumping on the re-branding bandwagon is Everyday Living. The furniture and homewares retailer with 70 stores across Australia, including sites at Moorabbin and Penrith, has appointed Melbourne based ST&P to undertake the company’s facelift.

Customers recognise companies as a result of branding and market position and changes to brand images can either decimate or improve a company’s market position. The decision to re-brand a company should not be taken lightly and requires significant consideration and planning.

Re-branding a company requires considering the current and future strategic direction of the company and likely changes to the business environment and customer demographics and factors that affect purchasing decisions. After the decision to re-brand has been made, practical actions include arranging graphic designers and a printing company to create and manufacture the required stationery for the new brand, such as business cards, flyers and catalogs, letterheads and banners and brochures. As well as printed materials, companies undertaking re-branding processes will need to ensure that digital versions of all printed material are updated and other marketing materials such as company uniforms and style of telephone messages may need to be changed.

The outcome of Everyday Living’s efforts in re-branding will be seen over the next few months.