Rebranding For The Business: How To Improve Uber, “Technosila”, TV-3 And “CT” After The Change Of The Corporate Style

2016 and 2015 proved to be rich in updates from the biggest brands. Global visual changes have affected the network of fast food restaurants KFC, payment system MasterCard, the brand of soda Fanta, the social network Instagram, the taxi service Uber and other firms. In the same period, the rebranding has held automakers Renault and Alfa Romeo, the Russian TV channel TV-3 and the retailer of electronics and home appliances “Technosila”. Many preferred to the traditions of minimal design, which became a trend in the field of branding.

To learn how rebranding affects the companys business, advertisers from different categories told vc.ru about the first results after the change of the corporate style. They explain how to improve sales, average check, website traffic, and other metrics. A year ago the retail network “Technosila” introduced a new business model, a renewed brand and philosophy of the company. The transformation affected not only all elements of the business (from the appearance of the shops and site functionality and customer service), but also visual identity.

The essence of transformation — the transition to multichannel business model. The basis of the new philosophy was the idea of “online and next”, which is embodied in the elements of the new brand. On the face of the retailer worked with British Agency The Partners and Hello Love Studio along with a marketing client team.

By December 2016, according to the representative of “Technosila” Pavel Vorobyov, a new model and new appearance relocated eight stores in St. Petersburg, Tver, Moscow, Tyumen, Sergiev Posad, and in Smolensk, including the flagship store in the capital Mall “Evropeyskiy”. The first business results. For the first half of 2016, relative to last year, sales in the new format stores increased by 50%, twice the growth rate of comparable shops in the old style.

After the upgrade of site network traffic in the first eight months of 2016 increased by 25%, and revenues increased by 36% compared to the same period last year. As for the mobile version of the site, for the first eight months of this year, traffic from smartphones has increased by 82% and income from this channel — 131%. We believe that the transformation program and the launch of the new format stores (as part of this program) proves its business efficiency.

Confirmation of this — not only the growth of traffic in the stores a new look, but also the strengthening of our positions online. Indicator of Like-For-Like taking into account the orders received in stores or by home delivery, has increased over the first half of 2016 by 11% compared to the first six months of 2015. Sales of non-electronic categories. Sports positions, furniture and household goods — grew more than twice.

We will continue to enhance our product offer and by the end of this year will expand the range available from 60 thousand to 75 thousand SKUs (product items — approx. Ed.). In February 2016, the international taxi service Uber has changed its logo and corporate identity. The redesign took Uber CEO Travis Kalanick, the development of a new image took over two and a half years.

The top Manager decided to get rid of all that I associate Uber with its previous niche — rentals of premium cars, of which Uber did in 2009. Of the visual system is removed all that is associated only with limousines and premium service. Brand identity is easier and closer to people. Our founder Travis Kalanick has often said.

“We want to make transportation as available as running water” (“transportation is available, like water from the tap”). What does it mean. The updated style reflects what we have sought all this time as a company. And its not a world of limos and luxury.

Uber exists in the real world. Uber is not just technology, but technology that helps you move from point “a” to point “B” the whole city. Two months before the rebrand, the number of committed trips since founding the company in 2009 amounted to one billion. According to company representatives, six months after the redesign (in June 2016), this indicator increased two times and became equal already two billion.

“To achieve the first billion took us about six years, and to double the figure just six months, — said Evgenia Shipova. — It is not just rebranding. This increase is explained by the change of the companys strategy, which was proper and timely”.

It includes rapid regional development project involving users in new and existing cities, bringing new drivers onto the platform, localization service. At the end of 2015 “mystical” broadcaster adjusted positioning by adopting the concept of “a date with a mystery”, I changed the slogan and appearance, including the logo and on-air design. Representatives of TV-3 say that for the past year, the share of channel increased from 3.4% to 3.5% among the audience of 25-59 years.

The average age of the viewer decreased from 46 to 45 and the viewing channel has grown from 47 to 49 minutes (audience 25-59 years). Changed – target users. Became more young women aged 25-34 years. The share of the channel among women of this age increased by 20% — from 3.0% to 3.6%.

The average viewing time among them increased from 47 to 53 minutes, and the average coverage has increased from 12.5% to 13.0%. Share among women 25 to 40 years old increased by 18% — from 3.3% to 3.9%. Average view time this audience has increased by 12% — from 51 to 57 minutes, and the average daily coverage in the same age segment increased from 13.4% to 13.8%.

As for income, as reported vc.ru representatives of TV-3, now the channel is 2% higher than market performance for advertising revenues, if we rely on official projections of the sphere for 2016. Volume TV market for the period from January to September this year is 102,4-102,9 billion rubles (ACAR), which is 13% higher compared to last year. The visible effect of rebranding on the performance of TV-3 in attendance the official website. The PR team of the channel said that in 2016 the number of unique users of the site increased by 26% compared to the previous year, and the number of pageviews in 2016 increased by 18% compared to the previous.

Last year, the Moscow factory of processed cheese “Karat”, with its products, “Friendship”, “Yantar” and “Volna”, for the first time in 80 years, conducted a large-scale rebranding. The reason was the gap from the leading players in the market, as well as the degradation products in the whole category that has caused the need to break away from competitors. Visual changes covered a range of processed cheeses, which are familiar to several generations of Russians, and Violette cream cheese, soft cheeses Delissir.

Every project worked branding Agency Depot WPF. Immediately after the launch of the updated cheese Druzhba, Yantar and Volna General Director of “Karat” Paul Rosenfeld told vc.ru that redesign has required considerable investment. After a year of re-branding, shared marketing Director “CT” Svetlana Obraztsova.

According to her, the team set a goal to increase sales of spreadable processed cheese. “And we have succeeded, says Obraztsova. Compared to the third quarter of 2015, in the same period of 2016 we have increased our market share from 9% to 10% (Karat is among the three leaders), in the structure of sales of spreadable cheeses we grew from 7% to 11%”. Happy became another major project was the rebranding of curd cheese Violette.

Share brand Violette in the third quarter of 2016 increased to 26% (vs. 20% in the third quarter of 2015). When in the fall of 2015, we have introduced a new design of processed cheese “Karat”, our retail partners have embraced the changes differently. As very positive, and completely negative. None was indifferent. A year has passed and no one was indifferent and did, because “Karat” in 2016, received a gold at Epica, Red Dot, European Design Awards, and this prestigious global award.

But most importantly, it is the commercial results which, of course, we have. The growth of sales and revenues by tens of percent, the amount of travel that has doubled, increasing the income of the channel outweigh the scales in favor of the rebranding. However, companies do not always require such a drastic change. How to identify the need for rebranding and not to make fatal mistakes, said the founder of branding Agency DDVB Dmitry peryshkov.

Rebranding. The magic word, which is called the corporate identity change that reinforce the position by the marketing Director or reinforce new communication activity. It is actually just.

If your brand changes if the values, architecture and generally your brand (not style) is not consistent with the purposes, if fundamental changes have occurred, then should start rebranding. This is a complex multifaceted process associated with the research, and many organizational changes in company. So before you start branding, you have to answer a few questions. Why and how.

This will allow you to plan everything and not make a mistake in “the road”. The world is changing rapidly and the timing is essential — modern brand. But it is worth remembering that thoughtless imitation is always destructive.

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