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REBRANDING. PREPARED FOR:. Twin Lakes . Three Brands. Branding Options. Keep the current TLTC logo, remove “telephone” Update the logo for the Cooperative only Brand all three companies under one umbrella name - PowerPoint PPT Presentation
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REBRANDING
PREPARED FOR:
Twin Lakes
Three Brands
Keep the current TLTC logo, remove “telephone”
Update the logo for the Cooperative only
Brand all three companies under one umbrella name
Change the Cooperative and Communications logos only, and keep OnWav as it appears now
Branding Options
Option 1 Keep the current TLTC logo, remove “telephone”
PROs CONs
Familiarity – Customers know the Twin Lakes Logo
Just removing “Telephone” is not a bigenough change for customers to noticethe wide scope of services Twin Lakeshas to offer
Get rid of undesirable associations – Telephone does not reflect our currentservice offerings and futuredevelopment
Cost being spent on removing “Telephone” only would not beefficient spending
Not taking advantage of updating ourpositioning of the company by justremoving Telephone
Option 2 Update the logo for the Cooperative only
PROs CONs
Functional Brand Name and Logo –Important to reflect the serviceofferings in the brand name and logo aswell
Cost
Good timing – New building, servicerollouts, taking telephone out already
Time consuming
Opening ourselves to new services and markets – this is the moment to give us a New Direction as a company
Negative Reaction at First
Option 2 (cont.)
Update the logo for the Cooperative only
PROs CONs
Adds motivation and jump start to employees – showing another way of how we are moving forward as a company with our services
Customer and Employee Confusion(long term) to only change theCooperative logo and not address anyfurther logo changes for OnWav andCommunications
Company has technologically changed since logo was created and we will have continued service growth
Only changing the Cooperative logo willresult in higher advertising cost in the long run due to Communications andOnWav logo staying the same
Tree and Water do not reflect the current services
Option 3 Brand all three companies under one umbrella name
PROs CONs
The word cooperative is perceived tobe more negative than positive. It is notsynonymous with technology, growthor the latest and greatest services wehave to offer.
Overall Cost
Good timing – New building, servicerollouts, taking telephone out already
Time consuming
Gives distinct representation of the services offered with a sub-name under Twin Lakes
Negative Reaction & Confusion at First,but in the Long run it would grow
Option 3 (cont.)
Brand all three companies under one umbrella namePROs
Twin Lakes is the name customersrecognize – not the telephonecooperative name – important if youchange the name under Twin Lakes –the logo must be changed to see thedevelopment.
Added motivation and jump start toemployees – showing another way ofhow we are moving forward as acompany with our services
Company has technologically changed since logo was created and we will havecontinued service growth
Avoids brand confusion for Employeesand customers if logo is universal
Functional Brand Name and Logo – Important to reflect the service offerings in the brand name and logo as well
The current logos do not reflect thehigh tech services we offer.
There would be greater flexibility for marketing and advertising – allowing advertising and marketing dollars to be maximized.
Aids in Marketing to the youngergeneration – who are beginning tomake financial decisions
Option 4 Change Cooperative and Communications, keep OnWav the same
PROs CONs
It is important to maintain a universalimage for the logo of Twin Lakes toreduce confusion
Overall Cost – 95% Of Respondentsfrom the Survey Pivot conducted wereunaware of the OnWav brand. This willresult in heavy advertising costs andtrying to develop the perception of abrand new company.
Ability to branch out with appearanceof new company
Time consuming
Brand Confusion for employees andcustomers
Option 4 (cont.)
Change Cooperative and Communications, keep OnWav the same
CONs
Customers will eventually find outOnWav is a Twin Lakes Service
Customers would like more informationon OnWav before switching, accordingto the Survey Pivot conducted. TheTwin Lakes name has a betterfamiliarity then OnWav.
Examples of companies that have decided to make the switch to a new, updated logo and name change.
Canby Telephone Association rebranded to Canby Telecom
• The company began as Canby Telephone Association.• Add subsidiary “DirectLink” for TV, LD, VM and Internet• Added “Web-ster” for Internet only. • Consolidated down to CTA and Web-ster when closed TV.• Added TV back (2005) and needed to consolidate brands –
chose new name and brand CanbyTelcom to represent all services.
• Multiple companies – phone, Internet, wireless• Five Oregon locations, “Cascade Telephone”,
“Cascade Access” etc. • One Arizona location “Mesquite Telephone” etc.• Changed to one name and brand for all “Reliance Connects”
Examples of companies that have decided to make the switch to a new, updated logo and name change.
UBTA-UBET Communications Rebranded to Strata Networks
• The company began in 1948.• They changed their brand name in 2009.• Their website lists the legal name of the company is still
UBTA-UBET Communications. • They do business under the STRATA Networks name for
advertising purposes. • They describe how they have moved forward for their
customers – adding layer upon layer, strengthening and building upon the cooperative’s original foundation.
It allows Starbucks to branch off of its core brand and sell additional branded product lines such as tea, pastries, and not just stand alone coffee.
After 25 Years, Microsoft made headlines when it changed its italicized logo and changed to a more updated, colorful look.
Microsoft is an example of a functional brand name – Microsoft – for the software they create. Microsoft took its inspiration from their products offered and created the new design.
1987 2012
Comcast changed its logo to look like the NBC logo since it acquired 51% in 2011.
After comparing the pros and cons of the 4 options for rebranding and researching other company rebrands – It is recommended to follow through with option 3:Change logo to be universal under one umbrella name for all 3 companies – Cooperative, Communications and OnWav.
There are many companies who have gone through various logo changes through their decade’s long histories.
The question is, “Why?”
When companies have changes in their organization, sometimes it is the clear choice to reflect those changes with an updated look to their company.
Recommendations
Each brand and company evolves at its own pace through the years.
Not every specific change should be reflected in one logo, however, creating a logo that reflects the overall services of the company is important.
It is also important to evaluate the company brand and image when introducing multiple new company products and services, which Twin Lakes is currently doing just that.
The timing is perfect for this switch that we believe is essential to Marketing Campaign Success and the success of the Company as a whole.
Recommendations
Recommendations
The older demographic is the majority of our current customer base according to our recent survey conducted by Pivot.
While we agree Twin Lakes should stay a part of the name and logo, we feel a much more modern, high-tech logo and marketing campaigns are needed to attract the younger generation, which is the most technologically driven.
Whether someone new is coming into our service area or our current customers become interested in additional services, we want to ensure those individuals understand what we have to offer and can visually see our growth.
Recommendations
Marketing and Advertising will be much simpler financially and technically. Campaigns will have that updated feel to them as well. The benefits gained from rebranding to one unified logo with functional brand names attached highly outweigh the cost and as we make these changes and it will create a positive reinforcement to our company culture.
Now is the time to make the rebranding change.
Discussion
Next Steps
THANK YOU