Branding & Re-Branding
Why is branding so important?
Branding is one of the most important aspects of any business, or organization. A brand is an identifiable entity that makes some specific promise of value. An effective brand strategy should create an emotional attachment to products and companies, ultimately creating loyal customers.
The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.
Is re-branding necessary?
To survive in business change is necessary. Your brand may also need to evolve to ensure it keeps up-to-date with the changing needs in the market place. You can’t run your company the same way forever, and if you do, you are likely losing customers. Re-branding is often necessary to stay relevant to the times in which a brand exists and to ensure its future success.
A Unified Kosco Brand Builds Customer Loyalty
The Kosco brand is well known and trusted for its recognition the premium, home heating comfort provider throughout the Mid-Hudson Valley region of New York State.
The ColorPage marketing team conducted extensive research around the Kingston Oil Supply Company (KOSCO) brands. At the time of investigation KOSCO had three segmented brands due to acquisitions made in prior years; Kingston Oil Supply Company, Paramount Oil and Amos Post. Each brand was best recognized in its prospective territory only. This kind of segmentation in branding proved to make growth difficult. Redundancy in operational and advertising costs made KOSCO a prime candidate for a rebranding
ColorPage assisted in developing a cohesive brand proposition and ultimately consolidated all three brands and created a new unified image for Kingston Oil Supply Company.
The new brand, Kosco targeted the residential market with a new look and brand that discouraged
Community Bank Gets a Re-Brand
The local community bank has five branch offices located in close proximity to the Hudson River. The bank’s vision is to be the leading provider of business banking and retail financial services in the markets they serve.
ColorPage was hired to create a new logo to expound their vision to the community. Their request was to retain elements of their previous logo so clients would see the change as growth and advancement of values and not a change in ownership or ideology. ColorPage cleverly associated the banks position with the one of the area’s most recognizable structures (seen from both sides of the Hudson River) the “Rondout Lighthouse”, providing the perfect symbolism for the bank: Guidance, Foundation, Trust, Always Working, and Community. The new logo incorporated the water and blue color from the previous logo and yet enhanced the banks position with the community. Today the lighthouse logo and newly developed slogan” Always working for you and our community” is proudly presented on all branding material and well received by both customers and prospects.
Spiegel Architectural Woodworks
Spiegel Architectural Woodworks (SAW), is a provider of fine wood moldings for both residential and commercial use. The company serves the New York Metropolitan market as well as areas throughout the Northeast.
The owner, Gary Spiegel has relied on ColorPage’s marketing, design and printing services for more than twenty years to grow his business. ColorPage presented an architectural SAW Molding “Seal” concept to Mr. Spiegel. The SAW Seal serves as an icon of excellence with the objective of elevating and differentiating the SAW brand to the architectural client base served. The stamp-like seal is successfully being used to bring emphasis to the SAW molding quality and workmanship.
Developing a new brand
Classroom Authors is a startup technology company that develops web-based writing and publishing solutions for the education industry. The company relies on ColorPage for it’s marketing and branding expertise.
“Developing a new brand is a challenging proposition”, said ColorPage owner Frank Campagna. “We applied a lot of effort upfront researching competitor brands and understanding prospective teacher (customers) reaction to the name “Classroom Authors” prior to presenting a logo concept. The logotype or wordmark utilizes two custom fonts, a san-serif and a serif font making good use of the “A” in authors to represent excellent work. The logo was designed to be readable when reproduced from a very small size to a very large size and economical to print in just two colors.
Rhinebeck Kitchen & Bath drops old name
After twenty plus years as “Country Cupboards” owner Bill Schaefer said it was time to make a name change. Mr. Schaefer hired ColorPage owner and marketing consultant Frank Campagna to provide a marketing plan for his high-end Kitchen and Bath sales and installation company.
A new name that could better represent the companies professionalism and high quality cabinetry and workmanship was needed to better position the company for future growth. “The previous name “Country Cupboards” did not fit the companies brand proposition”, said Campagna. Bill called me with his idea for a new name “Rhinebeck Kitchen and Bath” and it made a lot of sense to me. The companies main showroom location was on a high traffic road in Rhinebeck. “Rhinebeck is a brand, in and of itself, it represents sheik, contemporary, traditional, country, quality and comfort all in one. We pulled our creative team together got right to work on the new logo.” An open face script font was selected and customized to reflect both elegance and simplicity. The new name and logo was presented to clients in an personalized letter and the responses provided positive feedback. In-fact several customers stated that given the high value of product and service the new name made more sense to them.
Herzog’s Home & Paint Center’s consolidates three names
In the past, Herzogs Home Center, Miller Paint and Hudson Valley Paint and Decorating, were three brands in five locations all managed under one company Herzog’s Supply Company. Today, there is one consolidated brand “Herzog’s Home and Paint Centers”.
It can be costly and complex to maintain multiple customer facing brands. As a general rule consolidating brands with similar or complimenting offerings can be quite beneficial to an operation and its customers. ColorPage provides marketing and advertising expertise for Herzog’s Supply Company and its holdings. The Herzogs name has been around for over a one hundred years and has become a community brand that represent the highest level of customer service. The name consolidation will expose the Herzog Home and Paint Centers brand to a larger region and over time will prove beneficial by simplifying operational efforts and strengthening communication with customers. The logo was a modification to the existing flagship Herzog Home Center logo. The Miller Paint and Hudson Valley Paint and Decorating logos were discontinued. The new brand was celebrated at all locations with a two-month Store-wide Paint and Decorating Sale. Customers were mailed personalized letters from the president making them aware of the benefits of the brand consolidation and inviting them to join in the celebration.
A commitment to the development of a customer focused advertising plan is one of the reasons ColorPage clients have grown sales. The most successful campaigns rely on research and data that is segmented into prospect groups with common needs who are then presented highly relevant and valued information.
Purchasing media isn’t just about the buy. Done right, media buying requires a skill set that involves creativity, marketing know how and relationship management. ColorPage has dedicated media buyers that go the extra mile to make sure your goals match the advertising plan and our media buying. Our Long term relationships with media reps will assure you the greatest exposure for your media budget.
For details & pricing contact Frank Campagna at 800-836-7581.