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The Challenge
We were appointed by Kennards Hire, Australia’s leading
independent hire business to review the company’s brand identity
and market positioning and advise if and how these should change or
develop to support the company’s growth and diversification
objectives.
The Approach
- A comprehensive brand audit, including one-on-one interviews
with management, staff and suppliers.
- Focus group research among customers.
- National visual audit of all applications of the existing
visual identity.
- Development of a forward brand strategy including market
positioning, brand architecture, corporate personality and brand
essence.
- Board and management workshop to sign off on brand strategy
recommendations.
- Retained to work with internal team to develop and implement
the brand strategy.
The Outcome/Benefits
- A refreshed visual and retail identity
- Established internal (Board) clarity regarding the future
positioning and development of the Kennards brand.
- A more productive retail environment for both staff and
customers.
- The project has enhanced Kennards Brand Promise to ‘make your
job easy’ through everything the company does.
'The exercise was about so much more than a logo. It was a
wake-up call and gave us that extra opportunity, a formal
opportunity to raise awareness of how important our culture, our
values and the history of that culture is in a company like
ours'. Peter Lancken, Managing Director, Kennards Hire
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