WAGN
Working with client's in-house marketing & property departments plus numerous statutory bodies to implement new visual identity across network of 105 railway stations.
Brand Rollout Services
Managing the application of a brand's visual identity across multiple sites is a complex task. Our pragmatic approach simplifies the implementation process, delivering improved brand consistency with measurable time and cost savings.
- Rebrand budget planning, cost scenarios and impact evaluation
- Implementation strategies to achieve a cohesive brand presence
- Site facility surveys and rebrand schemes
- Supplier selection and contract management
- Implementation programme management
Critical to the success of any brand rollout is planning. Endpoint approaches rebrand planning by focusing on the following key factors:
1. Scope: What does the rebrand involve?
Is it a simple tweak, a tactical repositioning or a complete overhaul? Who needs to be involved? Something as simple as a change to your logo's gradient can have a huge knock-on effect on costs and timings. The design process must be informed by these constraints. Similarly, establishing who is ultimately responsible for implementation is crucial. Fleet managers aren't usually part of the marketing team and yet cars and vans are a vital marketing tool.
2. Time: How fast do you need to get the job done?
Rebranding signals change, but if the implementation process takes too long that signal is lost. Keeping momentum up is key. However, an overnight rebrand is costly, so speed comes at a price.
3. Cost: Will the rebrand require capital expenditure? Will it be financed centrally or via franchisees?
A successful rebranding programme is underpinned by robust financial planning. Too often project leaders are forced to go back to the board, cap in hand, looking for extra funds due to unforeseen costs.
No more ‘sticking a wet finger in the air’
Before you can develop a realistic plan you must first establish what needs to be rebranded. You then need to cost these items, a time consuming process for the uninitiated. Finally there is geographic spread – prices and quality vary wildly, particularly in emerging markets. With our partners in the Visual Identity Management Group our knowledge base contains 15 years of experience and the cost data of over 700 rebranding projects. Our 'impact valuator' will provide rebrand costs that are up to 85% accurate.
As we rebrand businesses day-in, day-out, we know what questions to ask and how to develop a realistic plan that will maximise both visual and financial performance.
John Lewis Partnership
Fastrack 24 large department store rollout programme which through procurement and implementation management we were able to deliver savings of 28% on the £5 million budget.
Apple
Rollout services across UK & Europe, helping implement a roll-out format that embodies Apple's values, creating a seamless customer experience.
Whitbread, Premier Inn
Six-month 500 site rebrand rollout programme including signage, building painting, feature illumination and reception improvement works. New build pipeline has extended to sites in Dubai and India.
Related features & insights
Brand implementation
Rebranding 500 sites in 6 months is extremely impressive as are the considerable cost savings Endpoint's processes have achieved. Our hotels have never looked better and Endpoint has played a pivotal role in making this happen.Gerard Tempest, Marketing Director Whitbread Hotels & Restaurants