This rebrand is much bigger than simply changing a logo. Naturally, it is going to ruffle a few feathers amongst the commenters on NZ Herald and Stuff, but this is a sign of a changing business from the ground up. Changes that, in the long run, will cement the brand deep into the roots of New Zealand.  

Why is Vodafone changing it’s name to One New Zealand?

Branding Royalties

Before everyone starts to get angry about how much Vodafone (One NZ) have spent on this rebrand, it’s important to note they will save millions of dollars (approximately 20-30) each year by not having to pay brand royalties (a bit like a franchise). It’s a vital detail which has been missed on many news articles and is attracting the key board mob to come out in full-force.

It’s also worth mentioning that this rebrand has been in the pipeline ever since Vodafone separated from it’s UK group three years ago in 2019. It was acquired by the NZX investment company Infratil and private Canadian firm Brookfield for $3.4b.

So from a money point of view, whilst the Vodafone rebrand will cost well over a few million dollars, they will be free to do what they want and be able to spend their brand fees on infrastructure and network upgrades along with creating their own direction and voice for the New Zealand market.

New Business Direction and Strategy

If you have ever been part of a business which has gone through major business and strategic development you’ll know how quickly everything doesn’t seem to ‘fit’ once the new direction is carved out.

A well thought out brand strategy, naming and execution is a reflection of the business strategy and overall direction of the company. It is obvious, in this case, that Vodafone have every intention to build a reputation which aligns them closely with the people of New Zealand. They talk about a major shift and transformation as a company over the next few years and they realised they needed a new brand platform to deliver it genuinely.

Independence

Whilst the company will keep the main parts of its partnership with the UK company, with its new name it is completely free as a brand to create its own reputation and brand equity. Something that is important to the business transformation moving forward.

From a brand point of view, this enables them to start fresh and articulate how they want to be seen in the eyes of their consumers. Expect big ad campaigns that will re-positing and establish the business in New Zealand’s, telecommunication landscape.

What about TVNZ One?

The new name, to many Kiwi’s, will sound familiar. The name and typeface are quite similar to One News but TVNZ have assured Vodafone they are not fussed. They operate in different industries and share the word with 1300 other New Zealand businesses.

Also, there are signs of a possible rebrand of TVNZ coming up so maybe they have their eyes on a new name themselves.

Other high-flying NZ rebrands

Although rebrands of major companies can set consumers off into a spin of negative comments it’s worth looking back at some past rebrands that are now a distant memory. This is a result of a well-thought-out and executed re-positioning strategies. After the initial PR campaign following the rebrand, companies get straight to work with making sure the business becomes a part of your memory that feels like it has always been there. Remember Shell and Telecom?

Thinking About A Rebrand For Your Business?

The most important thing is to never rebrand or rename your business without solid reasoning and brand positioning to go with it. If you are simply bored of your brand, try a refresh of fonts or colours, and keep the parts of the brand that are recognisable to your audience in tact.

A rebrand is so much more than changing the name or the logo, it is about changing direction, transforming and creating a pivot point for your business.

A rebrand, along with a vision for your business, can be one of the most financially rewarding pivotal points of business development. But it has to be done with Head Heart and Guts (Strategy Connection and Courage).

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