Why does a company like Twining need to rebrand? Twining has a long-established brand name, known and respected in industry. Over our 100 years in business, we have had the good fortune to occupy the first position in the market for services we provide.
Branding is a vehicle that can carry and deliver important quantifiable and non-quantifiable value for a company. A good brand embodies the past, present, and future.
Consider the history of branding starting from the cattle industry. Branding was used to differentiate the four legged assets of a ranching organization. It has evolved with time as companies, services, and industry have grown, diversified and expanded.
David Ogilvy, considered the father of advertising, defines brands as the following:
“…The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”
A good brand identity clarifies and defines perception concerning the qualities and attributes of a company.
Knowing this, we set out to capture all the good things Twining is known for and put forth a new brand identity that would capture where Twining is headed next.
Organize and unify: Twining is growing and changing. We have new service lines, new technology, new companies, and new professionals joining the team almost daily. A new brand identity was needed to represent all the growing pieces that make up the firm we are today and unify them under one mark. Our new logo is built on the concept of combination, collaboration, and a sum that is greater than the individual parts.
Clarify and define: Much like the old adage about the blind men and the elephant, each of us interacts with different parts of the company. One employee or client may be elbows deep in Twining’s commitment to integrity but have minimal exposure to some of the innovations and sustainable initiatives happening in another part of the company. New branding clearly defines the vision and mission, and communicates them together. This ensures that professionals inside and outside the firm receive a consistent and clear message about who we are and what we stand for.
Refresh and inspire: A light bulb. Clothes. The TV channel – everything needs to change sometime. New branding can breathe new life into an organization. Twining’s new icon and colors help the organization stay fresh in the minds of our clients and friends. It shows the industry we are staying current with the times and are constantly reinventing ourselves, our ideas, and the services we provide to our clients.
Twining’s legacy continues forward. Its mission and vision promote integrity, sustainability, professional development, and innovation. These ideas and more can be found in our new brand identity. Our business depends on us taking part in this envisioned future together.