Matching Collars and Cuffs1 min read

The Chinese Cafe opposite our office had a new sign put up over the door this week. It’s a fantastic sign – whereas the old one was fairly tatty, pain peeling, and predominantly white. The new one is bright red, 3D, and lit up. It’s made quite a striking difference and essentially bought the signage right up to date – great investment for the restaurant.

BUT they’ve still got the menu sellotaped to the window, the menu is still using the old logo, there’s no red anywhere else, and even from out front the sign looks a little too good for its setting.

This starkly illustrates the problems that many businesses have – decide to rebrand, but then don’t put the budget behind it to do it properly. So half the stores are done, and half the stores aren’t done. The website’s rebranded, but the email is still has the old logo.

When I was at Barclays I remember visiting a brand and there being 4 different versions of the logo on the building (inside and out) – not to mention the different options available on stationery and furniture!

One company who did this brilliantly was HSBC – before they announced the re-brand of Midland Bank the film Sliding Doors was filmed. It was then released a few months after the re-brand, so successful was HSBC’s rebranding that you would frequently hear people leaving the cinema saying “oh, do you remember Midland!?”

Key point is – it may be difficult to do, it may be expensive to do, but it’s 100% worth making sure that everything’s done to the same standard and has the same branding. Keep the collars and cuffs matching!

Becky Hopkin

As MD Becky works to ensure Digital Gearbox’s values are being lived, and that our customers are receiving the best service possible. A self-confessed Disney fanatic, Becky loves spending down time with her golden Labrador, Nala, and her young daughter, Emily.

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