Lumley never looses touch either with its heritage or its future. It knows when it’s time to make a change and the company takes its heritage with it. That’s the thing about rebranding; hold on to what is important but take a bold leap into the future. The rebrand was part of a company-wide programme of improvement which involved addressing a number of awareness and service delivery issues. Lumley took the approach that while the brand was one of the issues, it was also one of the solutions.
The corporate strapline is Experience. Our Difference and if we believe that it’s people that make a difference, the internal brand’s strapline could only be one thing. It’s a call to action for staff to work together, raise performance and identify with the brand. The material is a campaign of education and engagement, but the internal brand goes a lot deeper to include induction, performance reviews and training.
Who wants to work for a company that looks a bit grey and boring? Grey and boring people most probably. We don’t really mean that. But in a competitive job market the brand needs to be attractive for potential employees. While it needs to be true to what the company stands for, it almost needs a larger than life personality to turn heads and communicate convincingly.
Words need to be supported by a variety of images. Not just photographs, but other graphics and type treatments. As a specialist insurance provider in the transport sector Lumley wanted to consolidate its position and increase market share. A number of campaigns were launched which helped to raise the company’s profile, which had been lagging, and convey a number of compelling messages that spoke to the company’s expertise and experience.
When a brand receives wide exposure it has an opportunity to speak to more audiences and to reinforce messages that have already been conveyed. The key to doing this successfully is consistency and subtle changes to the suit the occasion and the audience. This isn’t difficult when a flexible brand identity system is at the company’s disposal.
