Plasmanet’s rebrand

About Plasmanet:

Plasmanet was founded in 2001 and provides businesses with internal communication systems. It has nine UK employees. What is the brand’s target audience?

It has defined offerings for two core target markets, which are internal communications and contact centres. The job functions of a typical Plasmanet customer will cover internal communications, HR and personnel management, as well as IT and systems management and support.

What was the old brand identity?

It showed a plain blue snowflake device and word mark sitting over a strapline reading ‘Intelligent broadcasting’.

 Old brand identity

What is the new brand identity?

An ‘evolution over revolution’ approach has been adopted to build upon the strengths that Plasmanet felt the brand already possessed. With this in mind, colour was introduced to the existing snowflake device, refreshing the look and feel and changing the ratios of the elements slightly so that the device became more prominent. The strapline was also revised to better reflect and summarise the company’s core competencies.

 New brand identity

What is the ‘big idea’?

To reinforce the benefits of effective communication in the workplace. The brand work has been developed to appeal to various target audiences across different business sectors, as well as to drive the message across various media.

Why a rebrand?

It was undertaken as part of an overall review of marketing communications. The business had evolved in many ways during the 18 months since the last brand review, as well as growing its customer base and size thanks to new business wins.

It became key that Plasmanet reflected this in all its communications from visual brand identity to the website and PR.

Agencies involved:

Creative design team Tiga drove web development and implementation for the project and Vertical Leap was tasked with managing search engine optimisation.

PR and marketing communications company MCC International was appointed to deliver a targeted UK press campaign to raise awareness of the benefits associated with collaborative communications amongst contact centres and the internal communications teams of large enterprises.

Biggest challenge?

As a relatively young business, measuring and interpreting of marketing communications activities inevitably includes some degree of gut feeling, which leaves implementation open to subjectivity. The challenge was to agree on how Plasmanet’s tone of voice and content could change to improve the overall messaging.

Details of on-going communications:

Plasmanet’s 2008 communications strategy will include online, events and advertising, as well as brand collateral for sales and operations teams.

How is success measured?

Success is being tracked in two ways; firstly based upon inbound leads as a result of the new website and press activity; secondly, conversion rates as a result of those leads. The overall objective is to not only increase sales, but to reduce lead times to sale and ultimately the cost of sale.

Client perspective:

Mark Hopgood, director of Plasmanet, says, “We believe the rebrand activity will prove to be a success. Putting the fully integrated brand, online and web activity into practice for our presence at Call Centre Expo in September 2007 demonstrated that Plasmanet was effectively targeting its core markets at an important industry event.”

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