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15th Jan, 2012  |  General News

The importance of branding and what this means for Kentech

Joanne Hennigan, Kentech's Group Marketing Executive, expands on the thinking behind Kentech's new brand. 


Joanne Hennigan Kentech was founded in 1993 and over recent years has grown both in size and stature. In 2011, the management team took the decision to embark upon a refinement of our brand image, which has now undergone a significant transformation, whilst still retaining the elements that make it identifiable to us. The new identity had to satisfy all of the existing expectations of what our original mark stands for...while simultaneously moving the brand forward.

Striving to maintain the iconic and recognizable mark was a primary goal. This was achieved by carefully deconstructing the existing mark and studying its fundamental shapes, angles and weight. The hexagon shape has always been part of the Kentech identity so this was something we were keen to retain.  We have taken this one step further however, by owning the shape and communicating its value through hexagon imagery in our materials.  We updated the logo by introducing a graphical variation on the 'K' and also introducing a bolder and more modern font.

Ensuring that we are portraying the Kentech brand effectively and credibly is critical to both attracting and retaining a growing base of satisfied clients. Marketing is the strategic business function that creates value by stimulating, facilitating and fulfilling client demand, and building a brand is fundamental to this process.

At Kentech, we have a powerful and well respected brand. We are experienced enough to know what really matters and the progress we've made in evolving our business towards more customer-centric solutions, the improvements we've made in the consistency of our global client experience and the unrivalled energy and commitment of our employees, are all fundamental to our brand positioning. And by refreshing the brand image to better articulate these capabilities, we will ensure that we stay relevant and credible to our clients in the future.

As we move forward, I believe that the long term success of our brand relies wholly on our employees. While the brand may be nurtured and managed through company communications , the most important factor is the daily representation by all members of the Kentech organisation as they are our most important "brand ambassadors", who live and breathe the values of our brand every day.

I have always admired the strength of the Kentech culture and values, but I genuinely believe the refreshed brand will provide us with new opportunities to market the unique value of this fantastic organisation.

TAGS: #Branding