Branding Update

This is a product

This is a logo

This is a TV ad

This is a brand

What is a brand? A brand by definition is “a name, term, symbol or design, or a combination of them which is intended to identify the goods or services of one seller to differentiate them from those of competitors” An interesting point…a product is something that is made in a factory, a brand is something that is bought by a consumer. A product can be copied by a competitor, a brand in unique. A product can be quickly outdated; a successful brand can be timeless We all have a role to play

The opportunity It was identified that there was very clearly a space for IRT to mark their presence in our sector through a brand revitalisation in order to: –Create differentiation and relevance in an increasingly competitive market –Create an identity that will allow IRT to expand geographically with ease –Create an engaging, clear and compelling brand the internal and external stakeholders can rally behind

The IRT branding project Commenced in 2007 with strategic plan to grow outside current heartland Research conducted in Sept/Oct 2009 with IRT residents and non-residents Staff involved in workshop to understand IRT March 2010 Retain the ‘IRT’ name

The IRT brand personality Visionary Real Passionate Caring Diversity Proud

The launch and rollout Development of new IRT language that reflects the new brand and is customer centric New Corporate Style Guide New corporate stationery New signage New uniforms New website New look intranet Updated brochureware

What this means for you… We need you to be our eyes and ears to ensure the customer experience reflects the new brand Consistent language/communication + consistent visuals (logo) = positive customer experience All staff have an important role to play in the delivery of our new brand to ensure: staff engagement with the brand = positive customer experience = brand: strong reputation and image (Vision 2015, 3.2) New corporate stationery will be delivered, all current stationery is to be destroyed including letterhead, envelopes, with compliments slips, fax sheets etc Embrace the new look IRT