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Facilities Management Journal July 2014

FOCUS BRANDING Brand The past few months have seen some major rebrands of FM service providers. Cathy Hayward looks at the importance of the brand name in FM, how organisations go about choosing a new 28 JULY 2014 name, and the physical challenges of introducing a new brand to market In the past 12 months, Compass has introduced 14Forty, SGP rebranded as Bellrock, Mitie rebranded its catering to Gather & name for ages) and SitexOrbis changed to Orbis. While none of the organisations were keen to tell FMJ exactly how much the moves cost, rebrands aren’t known to be cheap. When BP changed from its traditional shield to the Helios design in 2000, the design and roll-out was rumoured to cost $211 million. In December 2010, Gap launched a new logo design, ditching the white letters in the blue square for the word Gap in a bold font and a square, fading diagonally from light blue to dark blue. Such was the public Organisations and their stakeholders feel very passionate about their brands. Remember the outcry over the London 2012 logo? “The brand is part of the culture of your organisation, it represents who you are and is very important,” says Debra Ward, managing director of Mace Macro, who, tongue-in-cheek used the word ‘Macromania’ ! has stuck. “The really good brands don’t change their identities: the Nike swish, MacDonald’s golden arches, the Ritz Carlton lion and seal, the Coca Cola typeface. It translates into everything that they do.” Ward is sceptical about brands that change their logo, believing there is sometimes a case that they do it for change’s sake, to grab some publicity. Certainly when Ward’s former employer Mitie rebranded in February this year, there was a fanfare of publicity involving a promotional video, industry launch and a press dinner with CEO Ruby McGregor- " #% & ' vision to inspire change in the way people live and work” received " & ( similar to the PC World logo. More successful was Mitie’s catering division’s rebrand to Gather & Gather in March 2013, a change which won plaudits from the sector * *# +/ was needed because the Mitie name wasn’t synonymous with food, 4 5 6 76 “The name change was simply to ensure that our status as food * 8 9 personality, our proposition and our customers. Having a stand-alone identity has been one of the things that has broadened our appeal * /;< ' =>/ * Research shows that many clients don’t want the same brand name cleaning their washrooms and serving their food. EXPERT HELP Richards acknowledges that the organisation made a mistake in thinking that it could rebrand itself. “We wrongly thought we could + / * better than anyone, and of course it feels so personal to us. However we soon realised that we needed help.” The company engaged a operations, shortlisted a high-end agency which talked to Mitie’s 9 9 9 4 Richards admits he had initially felt was unnecessary. That strategy led to a shortlist of names which had meaning, and represented the business. “When we did some market-testing with selected clients, * * ' * ;< / * / investment in training the teams and every site was also allocated a budget to rebrand their operation, dependent on the clients’ needs


Facilities Management Journal July 2014
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