What you can learn about branding from Foxtel’s facelift

Monday 24th July, 2017

In the latest of this year's brand transformations, two high-profile, highly successful companies you know have changed their familiar logos.

A logo is more than a graphic, it's the reflection, extension and promise of a brand. Foxtel's CEO, Peter Tonagh, aptly describes brand as being "...every experience and every interaction that our customers have."**

In that framework, Foxtel has had what can only be described as a complete (inter)personality change.

From a LOUD, in-your-face, chest-beating, burnt orange, capital-letters-only logo described by its own CEO as "quite aggressive, quite arrogant, quite elitist", the organisation's logo is now much softer, playful and in a lighter colour font. Why? Because Peter Tonagh wants the brand to "appeal to more people."*

The Foxtel transformation can be read as: The world has changed, so we must also change. From a monolithic monopoly, we now operate in fierce competition with Stan, Netflix and a myriad of other more accessible, content-driven providers. To survive in this new world, we are adapting and changing our business model.

AGL also moved away from the capital-block letter and has become lighter, brighter and more contemporary.

The new logo is meant to demonstrate, "AGL is changing because energy is changing."** It reflects AGL's latest strategy of innovative, future-forward thinking. In addition, the rebrand advertising campaign of "more transparency" directly responds to customer research that revealed energy companies' cost and sustainability strategies were "largely invisible" to consumers.***

As you can see, the brand changes made by both organisations have been more than cosmetic. They are actively responding to industry changes and customer expectations; repositioning themselves in the market to engage a broader audience. An audience whom are arguably better informed and have more choices that ever.

Other organisations rebrand in order to publicly update their company values - the emergence of AFLW at a time when gender diversity is front page news is no mere coincidence.

Without trying to over-simplify, the point I am trying to make is that organisations rebrand because they want to be more popular. They want to be more popular so they can sell more products. That's ok, that's why they exist, no one is judging.

Let's stretch this analogy to you. How do you become more 'popular'? How do you sell more of the singularity that is you so you can get that promotion; new job; pay rise; new project; or just achieve the goals you have set yourself?

Is it time for a rebrand?

Start by reflecting on your current brand. How are you perceived by your customers? Given that most people's self-perception differs, to some degree, from how they are perceived by others, it might be time for you to ask for some honest feedback.

If you have established there is a gap between your brand and how you want to be perceived, it is time to work on your brand.

Start by borrowing some chutzpah from the Gen Ys and Millennials and use the forward slash in your LinkedIn profile. Include your best skills and experiences (or those you want to be known for).

Even if your expertise are not quite at the level you want to be, still have it up there in lights. It will stretch you personally and in the words of Leonard Cohen:

"Act the way you'd like to be and soon you will be the way you act."

The big brands know this and you should too.

Small things can make a huge difference to your personal branding. Your presentation is kind of like your logo, so refresh that if you need to.

The adage, dress for success, has been pushed for personal branding for years and its message stands true; dress how you want to be paid, not to reflect what you are being paid.

And finally, and this is always the most important bit in any rebrand: Do what you say you are going to do, live the change. Because making a brand promise and following through means repeat and loyal customers and stopping at a new logo means churn to the next shiny thing on the market.

Remember, people are not stupid, they can see if the emperor is naked and a successful brand is a beautiful thing.


* https://mumbrella.com.au/foxtel-rebrands-officially-launches-foxtel-now-conceding-brand-seen-aggressive-449541





Stephanie Tucceri is a Research Associate at Evolve Intelligence. 

For Stephanie's tips on standing out on LinkedIn, please follow this link.