Loughborough University’s Branding Journey
In April, we posted a blog about the new branding that had been released by Loughborough University. At that time, the new branding had been met with significant opposition by staff, students and alumni, as they felt it had lost the heritage and values of the brand.
The rollout of the branding was paused, so that the concerns could be addressed and today has seen the unveiling of another proposed brand identity for the university.
The new logo uses a simplified version of the university’s coat of arms, which is what was felt was missing from the previous design, as that is what really emphasies the heritage of the university. The symbols used in the logo have been taken from the coat of arms and the marketing team at the university will be expanding on the history and significance of these in further marketing messages.
Following positive feedback, this new logo is due to be rolled out shortly.
Here is a section of our previous blog, which shows the importance of carrying out a brand audit and research prior to developing a new corporate identity…
Before a major rebrand, it is essential to carry out a full brand analysis, to find out where you are now, in order to develop a strategy to show where you are going.
This can include a review of your current strategy, a SWOT analysis and a look at your target markets, customers and competitors. It is also very useful to ask a cross section of your customers, staff and other key stakeholders what they think about your current brand and what they believe are the important values to represent moving forwards.
This then enables a detailed brand strategy to be developed to point you in the right direction, specifying:
- Your vision (what do you want to be)
- Your brand promise (what can you offer and deliver to your customers)
- Your brand personality (how your company should interact with customers)
- Your market position (where you should sit amongst your competitors)
- Your proposition (what you offer and how it benefits your customers)
- Your brand values (how you operate internally and interact externally)
You can never please everyone with a new look, and sometimes it just takes a bit of educating those concerned about the strategy and the reasons behind the rebrand.
It is just as important to motivate the internal audience, i.e. those within your business, as well as your customers with your new branding. So to aid with a launch and repositioning it’s always best to involve those inside and outside your company when carrying out your research.
But all in all, when your visual identity is backed by solid research, your brand has much more substance and meaning and therefore gives you a more complete and consistent overall brand.
Brand analysis is one of our areas of expertise at Hyphen, so if you need some advice, please contact us.
Until next time,