Re-branding strategies for small to mid-size businesses

There is nothing we love more at Bluewire than to be afforded the opportunity to come into an organization and work with its leaders to help re-define its brand from the ground up. We had such an opportunity this year when we met Bobbi Prewitt and learned of her desire to re-brand her company, Band Instrument Exchange.

In the beginning
Band Instrument Exchange offers a variety of services that range from new instrument sales to lesson facilities, consignment, accessories and much….much more. Bobbi purchased the company no less than 18 months prior to our first meeting and was faced with the challenge of taking it to the next level. We quickly recognized that the company's brand did not accurately portray the image of business desired by Bobbi and was outdated. The typeface, color palette and supporting images were simply not getting the job done so we hit the drawing board right away. Through the course of several meetings with Bobbi we began to understand who her target audience is and what would appeal to them. We could see how her current brand was failing and, subsequently, how ours needed to succeed.

Its Alive
Every once in a while a vision is so clear we end up going from the tee to the green in just one shot. Although the original concept needed a little "tweaking" we quickly focused the logo symbol on the individual musician. That is who Bobbi is and who she supports. At the same time we wanted to make sure the color palette and typeface to be used going forward not only appealed to students, but also professional musicians who undoubtedly need replacement parts, repairs, accessories, or even a new instrument. At this point we were ready to begin identifying how we were going to use this new facelift her company had received.

To the printer!
Now that the hard part was done it was time to pinpoint the most cost effective way to spread this new look and feel to BIE's customer base. We began with business cards and brochures which quickly led to invitational postcards for events, posters, flyers and magazine ads. Consistent use of brand imagery has given BIE an unmistakable, unique look.

Quantified Success
To date Bobbi has received very positive feedback from her customers, vendors and business partners. We are currently developing a new website which we know will be the icing on the cake. Bobbi is one of our very special clients and we look forward to working with her for years to come.

If you would like to see for yourself how it all turned out take a look at BIE in our portfolio.

If you are interested in knowing what Bluewire can do for you or your company take the first step by clicking here! !