Categories
Business Marketing

The Secret to Successful Rebranding

Rebranding is an opportunity to revitalize a business, inspire consumers, and stimulate company growth. While many may think of a rebrand as simply updating a logo or picking new colors, it is so much more than that. The true power of rebranding is fueled by a carefully planned brand strategy. 

A rebrand can be the best thing to ever happen to a business…or it can be the worst. The key is to be true to your company’s identity and make it about better serving and reaching your customers. A successful rebrand needs to tell a story of who you are and who you have become as a company.

Behind the Rebrand

After a year of working with our client, The Furniture Shoppe and The Patio Shop, our team at Spectruss encountered multiple challenges in operating a single store with two names. We wanted to consolidate and strengthen the brand as one to eliminate confusion from a consumer’s point of view.

We began working on a strategy to rebrand the company back to its original roots as one store, Fowler Brothers Company. Our team dove deep into the company’s rich history of 135 years to form a precise brand strategy from start to finish including a new logo, website redesign, and storefront remodel.

Logo Redesign

We wanted to create a fresh, modernized look while also using elements of the original company logo (top right picture).

Paying respect to the history of the family-owned business, we designed a new logo that reflects the vision of the founders that long-time patrons would also recognize.

Storefront Remodel

One of the challenges that Fowler Brothers faced was the physical store’s lack of presence at its own campus. Our goal was to unify the store as one showroom for both home furnishings and patio furniture. We began reimagining the exterior design of the campus to create an eye-catching storefront that passersby wouldn’t miss.

We worked very closely with the president and owner of Fowler Brothers Company, Carter Fowler, with choosing every detail for the remodeling project from interior finishes to price tag designs, and everything their name would be on. 

Before:

After:

New Digital Presence

Launching a seamless rebrand across all channels was crucial to the success of the new Fowler Brothers Co. Home and Patio brand.

Our team gave Fowler Brothers Co. a new digital experience by developing a new website, an e-commerce store, and a unified social media account. This resulted in one simple way of identifying the brand through all online platforms.

The new website also features an interactive style questionnaire which allows customers to select their ideal style choices and rooms they wish to furnish for a customized interior design recommendation. This was a great way to highlight the store’s interior design services as well as give a personalized feel for website visitors.

Rebrand Success

Our goal of giving Fowler Brothers Co. Home and Patio “One name, One store, One company”, has been a total success and one of the most exciting projects we’ve been a part of. Our team at Spectruss was proud to receive a Silver ADDY from the 2021 American Advertising Awards for our work on the rebranding project.

Categories
Marketing

The Benefits of Green Marketing

Our society is becoming increasingly concerned with the environment around us. Despite the higher cost, millions of consumers have begun to purchase socially responsible products in support of helping our planet be a cleaner, better place. In fact, the sustainable market is on track to reach $150 billion this year in 2021. 

In response to this trend, many companies are turning to eco-friendly products and “green” marketing strategies to tap into this growing market. Referred to as green marketing, this powerful strategy can strengthen your brand reputation and loyalty, as well as give your brand a competitive edge in the marketplace.

What is green marketing?

As you probably guessed, green marketing is when a company highlights the environmental benefits of their products in their marketing assets and campaigns. Consumers recognize these brands by terms like “sustainable,” “eco-friendly,” “organic,” or “recyclable”.

Your company could be the most environmentally-sensitive brand out there, but if you aren’t marketing it, who’s going to know? By using green marketing tactics, you can show consumers that your business is socially responsible and cares about giving back to the environment just like they do!

Do consumers really care if a brand is “green”?

In short, yes. A whopping 90% of millennials say they are willing to pay more for products that contain sustainable or eco-friendly ingredients. And products with these attributes have been steadily climbing in sales – – 19% in 2014, 22% in 2017, and now to an anticipated 25% in 2021.

Benefits of green marketing

While the demand for sustainable, eco-friendly products is certainly evident, many companies are unsure if going green will benefit their business. For example, the upfront costs of launching a sustainable product or switching current business processes to meet more eco-friendly measures can seem astronomical. However, there are several reasons why a business should consider investing in green marketing:

1.It expands your reach and attracts new audience segments.

2. It strengthens brand visibility, loyalty, and reputation.

3. It provides easy consumer education and engagement.

4. It makes your brand more personal and relatable.

5. It offers unique product positioning by helping your brand stand out.

Example of an Eco-Friendly Brand

Our team at Spectruss partnered with Double Cola to help them launch a brand new beer called Brewski. Their brand voice and design were essential in positioning their product in a saturated beer market.

The Brewski brand prides itself on providing adventurous minds with the thrill they have been seeking while also encouraging conscious choices. Brewski helps the environment with its fully recyclable cans and eco-friendly cardboard holders. Check out the full Brewski case study at https://spectruss.com/case-studies/brewski/

Green marketing is a powerful way to connect with your consumers and build a strong brand reputation for your business.