Celebrating the first anniversary of the new Telstra Brand
12 months ago, Telstra launched its new brand; we went out to market with a new look and feel that reflected the changes which were taking place within the organisation. The new colourful identity captured the diversity of our products, services and customers and was designed to create a stronger and more emotional connection between Telstra and our customers.
The aim was to set up a marketing platform that would sustain us for the long term. One year on, we remain committed to this new brand; we are very pleased by the transformation we have seen so far and excited for the future.
As recently as 2010, many Australians perceived the Telstra brand as arrogant and uncaring, brand consideration had stagnated and advocacy was low.
The backdrop was an intensely competitive category that was witnessing rapid structural change. There was a shift from legacy technology, like copper wire fixed-lines, to new technologies like wireless communications and mobile data. This was being driven by exploding smartphone and tablet penetration.
There was no time to lose.
At its core, Telstra is about connection. The brand connects more people to what they love and need than anyone else. At a rational level it made a lot of sense, but we also felt that ‘connection’ had a lot of emotional potential because humanity’s greatest desire is to belong and connect.
If our brand essence was Connection, our brand idea was ‘Life’s better when we connect’.
This is the promise of a richer, full-colour life that comes when we are brilliantly and effortlessly connected to the people, information and experiences that matter to us.
We still strongly believe that in order to prove to our customers that we have changed, and encourage them to talk differently about us, the brand had to change.
Over the past year, we have rolled the six new brand colours out to our stores, staff, vans, bills and all our marketing materials. As part of this process, a new visual and language identity has been created which conveys the essence of connection, and the belief that ‘Life’s better when we connect’. The new look has been used across all customer groups including consumer, business and enterprise and government and has been applied across thousands of applications from uniforms to service vehicles to packaging.
Importantly, we have minimized the costs associated with rolling out the new brand identity by employing a gradual approach that aligns with scheduled cross company programs of work.
The re-launch of the Telstra Brand has so far been very successful, in fact we have achieved far greater brand consideration scores than expected. After six years at 46-48 per cent, Consideration closed FY12 at a record high – 60 per cent! This means that 30 per cent more Australians would consider a Telstra purchase than 12 months ago.
As successful as the brand has been over the last year, the most rewarding success has been the way in which our employees have embraced the new brand and how it has made them feel prouder to work at Telstra.
While we have made some major inroads over the past 12 months, we recognise we still have a long way to go. We will keep working to find ways to improve our business to better service our customers.
I’d love to hear your thoughts on our brand one year on.