Tag Archive for rebrand

‘What’s In a Name?’ – PRCA rebrands but does PR need two professional bodies?

Simon Baylis, Account Director

Simon Baylis, Account Director

The PRCA changed its name this month to…the PRCA (now the Public Relations and Communications Association).  

As part of a wider rebrand with new strapline, website and logo, the word ‘consultants’ has been dropped in favour of ‘communications’. Whether this will make any real difference is open to question, but the decision to change names comes after extensive consultation with members.

We recently rebranded ourselves so it would be unfair to criticise and perhaps ‘communications’ does more accurately reflect the breadth and multidisciplinary nature of the industry.

Source: The PRCA's new branding

Source: The PRCA’s new branding

Source: The PRCA's old branding

Source: The PRCA’s old branding

However my real question would be whether we really need two membership organisations?

I am a member of the Chartered Institute of Public Relations (CIPR) and the attraction of a trade body for me is to uphold standards in the industry and to drive improvements and professional development. Both the PRCA and CIPR achieve this and run regular training courses as well as issuing guidance and advice for members. At Acceleris we have our own training academy which focuses on the professional development of our team and we invest in external training from both the PRCA and CIPR as part of this.

The PRCA states that it represents in excess of 20,000 people in 48 countries. The CIPR is smaller and has just over 10,000 members but also has a royal charter.

However, according to the latest PRCA figures published this year, there are now 83,000 people working in PR (sorry communications) in the UK.

There appears to be a silent majority of 50,000 people who are not members of either body and I think that is the real challenge to both organisations – how to engage and remain relevant to all professional communicators.

The PR and communications industry will never truly achieve the status of other professions until there is a barrier to entry. At the moment anyone can set up a consultancy and begin giving advice – whether they’ll still be in business in six months’ time is another question. Without wishing to squash an entrepreneurial spirit, I am in favour of ensuring that everyone in the industry should share a common set of ethics and agreed best practices.

Whether PRCA, CIPR or something else, I think there are clear benefits to there being a communications trade body but do we need more than one? Perhaps a merger is in order although that might call for yet another rebrand.

A New Look to Mark Our Tenth Anniversary

Peter Davenport, Chief Executive at Acceleris

By Peter Davenport, Chief Executive

If you are reading this, then you will already have seen that we look rather different today than we did before!

We have a new brand, a new logo and a new website to mark this, our tenth anniversary year.

But why change what has served us so well to date?

Well, it’s not just because we want to avoid the ‘cobbler’s children’  syndrome, where he’s so busy caring for the footwear of customers that his own family are walking around with holes in the soles of their shoes. We spend a lot of our time advising clients on the importance of brand and reputation, of how to remain consistent to their core values but yet still be relevant and contemporary in a world that is changing at ever-increasing speed. A key element of that is how you look to the outside world and what your brand and logo is intended to communicate.

We founded Acceleris in November 2006, just a few months after the first ever tweet was sent and YouTube was launched. And if you want to reflect on how the world we work in has changed and the pace at which it has – and still is – developing, consider these simple but staggering statistics. There are now 500 million tweets sent a day around the world (that’s 200 billion a year); YouTube attracts one billion views of its videos each month.

Breaking through all that ‘noise’ calls for communications that are creative, not for their own sake but to achieve a client’s objectives.

Over the years we have earned a reputation for our creative approach to communications for clients in diverse sectors, from commercial fishing to social housing, from health and wellbeing to automotive, from the corporate world  to the charity sector – and at a national and international level. We are proud of our growing collection of awards that are a testament to that reputation. It’s something we never take for granted and we work on it every single day.

As communications channels proliferate and the attention span of individuals shortens as a coping mechanism for the daily deluge of information they have to process, then choosing the right combination of activity to deliver client objectives becomes ever more crucial. That means we are constantly learning and developing our knowledge and skills.

So, for all these reasons, we decided to embrace ‘creative communications’ as the core definition of what we do. We also wanted a new brand that summed up our approach to communications, which is to listen before we speak, and really get to understand a client’s business, its challenges and objectives before we propose a campaign or course of action.

And like any good branding exercise, we’ve carried it right through all aspects of our agency, including across our offices in Harrogate and London. It’s given us a fresh, bright and stimulating working environment.

We’re delighted with the result.

The new Acceleris logo

Our shiny new logo!

But there is one thing that hasn’t changed and will remain a constant part of our DNA. And that is our absolute commitment to delivering outstanding service and for being a team that our clients and partners really enjoy working with. After all, in this digitally connected world, it’s still people relationships that count!

Please feel free to visit our new website and check out our new look for yourself: www.acceleris-mc.com

Why it’s so important to get a rebrand right

Rebranding is all about establishing a new, uniform identity – to refresh and unite a business or to signal a new direction for a company.

But when Haringey Council’s rebrand was unveiled this week, it was met with backlash online, with residents and locals labelling it childish and a waste of money.

Just so you know, this is the new logo devised by Haringey Council…

BS1995_Haringey_TapeType_RED_RGB (002).jpg-pwrt3

… which was met by a few tweets from disgruntled residents…

haringeytweet1

haringeytweet2

Local newspaper The Haringey Independent got in on the act, running an online poll to find out readers’ views – where more than 50 per cent of visitors branded the logo ‘terrible’.

haringeyvote

At a time when councils and local authorities are feeling the pinch from the Summer Budget and are having services stretched, many are calling out Haringey Council for wasting money on a rebrand. Yet rebrands are a part of a wider campaign – in this case to attract people to the borough, boosting the local economy and ultimately generating a greater income for the council.

Out of context, the logo may not inspire, but as part of a wider campaign, supported by video and an online campaign (#IminHaringey) to encourage people to take pride in their community, the message is one of unity and Haringey being a place to be proud of. The image was leaked to the media ahead of its launch, so the council was unable to control the aim and reason behind the campaign and the logo itself.

Remember the 2012 Olympic logo? There was outrage and indignation online when it was first launched, but as soon as the OIympics started, it was touted as a symbol of national pride.

olympics

Here at Acceleris we’ve worked on a range of rebrand projects, from the UK’s leading fabricated steelwork company Severfield to an innovative new housing model, Rentplus. With all our projects, we work hard to really understand a company’s ethos and identity and establish a brand that fits a business’s visions and values.

You can’t always rely on everyone to like a logo – we’ve had a few arguments amongst ourselves when brainstorming ideas – but at the end of the day, it’s about the wider message it sends, and #IminHaringey is an important campaign for a borough that has seen some tough times.