Regal Brand Solutions Rebrand
In a society crowded with digital platforms, how can paper products satisfy both the cravings for traditional communication while meeting the demands of a fast-paced consumer base?
Role
Project Manager
Strategist
Designer
Solution
Business Strategy
Brand Strategy
Brand Assets, UI/UX
Regal Press, now Regal Brand Solutions, is a fine printing enterprise that serves a range of clients, from entrepreneurs and young organizations to Fortune 1000 companies and industry leaders. The company has 50+ year partnerships and a legacy of high-quality work. I helped Regal Brand Solutions to reinvent itself for a digital, modern world by developing a new positioning and business strategy, writing copy, and designing a suite of visual elements and software interfaces.
Problem
A legacy printing company seeks to adapt to the 21st century and differentiate themselves from other commercial printers.
Challenges
While print products remain in high demand, a highly commoditized market requires that legacy printers appeal to a new generation of buyers.
Process
Conduct an extensive brand audit, competitor audit, and market research to understand Regal Press and its context, while workshops with the company’s CEO and executive board reveal the voice and qualities of the company. A new value proposition sets off an iterative process of strategic recommendations, copywriting, and visual messaging to amplify their unique differentiation.
Brand Audit
Website
Key Takeaways
Client Workshops
Publications
Outdated Story: There has been consistent messaging language since 2010, which could use updating.
Barrier to Entry: Regal is still firmly in B2B territory, centered around established institutions in banking and the government, and it is not clear how small businesses and individuals can engage.
Limited News Coverage: News related to “Regal Press Inc” or “Regal Press Inc Norwood Ma” is non-existent with the exception of acknowledgment in Printing Impressions 400 in 2014 and 2015.
Social Media: Regal is not fully leveraging channels to potentially tell their story, reach new audiences, or discuss their efforts in innovation, which can help to create awareness and buzz around Regal as an industry leader.
From market research, I came up with the five pillars of success for commercial printers:
Competitor Audit
Sample competitor and audit of visual identity and messaging
Key Takeaway
Most commercial printers are becoming irrelevant to current buyers due to a lack of investment in software and technology innovation or are younger companies that lack a legacy of service and quality.
Audience Audit
Industry leaders and billion-dollar companies represent most of Regal Press’ current audience and continued success is dependent on engaging smaller businesses, other print companies that broker deals between Regal and their customers, as well as new talent.
Industry Leaders
Regal Brand Solutions’ core customer base are the industry leaders of Fortune 1000 companies in healthcare, education, finance, government, hospitality, and insurance. Our brand therefore needs to serve clients who require large and complex orders with multiple brand identity assets, formats, collateral, etc. delivered at scale and speed.
“Co-opetition”
Competing printers, especially those with more diversified and on-demand businesses that don’t offer fine printing, often need help with more specialized client requests. Regal Brand Solutions is integral to the success of these businesses by helping them deliver niche client needs, and this synergy provides shared gain from our complementary strengths.
Business Influencers
For entrepreneurial business influencers looking to establish their brands, Regal Brand Solutions helps emerging leaders to develop a foundational system for advancing and organizing brand assets as they grow and evolve. Because we are currently more involved in the B2B space, we need to communicate that we are not just for established businesses but invested in anyone who wants to leverage the power of brand identity.
Future Leaders
To ensure the success of brands in the 21st century and beyond, finding people to hire and train is crucial. We need to cultivate the next generation of fine printing experts to ensure the relevance of fine printing in a media-saturated environment.
Solution
The repositioning of Regal Press to Regal Brand Solutions will transform the company into a digitally-oriented player in the printing and branding industries.
Strategy
Current Positioning
Proposed Positioning
Solidify Fine Printing Service
Reorganize and reframe our fine printing service. The goal is to provide high-volume, high-quality prints that will represent notable brand identities with conviction to their millions of customers.
Sales and Marketing
Create a sales and marketing plan that communicates Regal Brand Solutions’ new business model and value proposition. We are positioned at the intersection of artistry and innovation and bring fine printing together with digital strategies to offer a holistic approach amplify corporate identities. We want to build out our client-facing messaging and outreach to showcase the breadth of our brand asset management services, as well as the networks and platforms that differentiate our process.
Current Brand Architecture
Proposed Architecture
Rebrand Suite of Technology Solutions
Tap into the potential of the range of offerings in Regal Brand Solutions’ digital platforms. The Brand’s digital offerings bring new capabilities into the print design and fulfillment process but at different tiers that can offer unique benefits for each of the Brand’s audiences. This will help to foreground the Company’s target customers and make each feel seen.
Develop a Creative Services Offering
Develop a set of creative services for clients who want and / or need help with their brand beyond printing and asset management. The goal is to expand Regal Brand Solutions’ offerings so that they encompass the full range of brand services, from concept and ideation through to fulfillment. Launching a creative service vertical will help Regal Brand Solutions drive revenue, retain new clients, and further differentiate the brand from others in the field.
Strategies
Execution
A new visual and writting language for Regal Brand Solutions must convey the brand’s qualities of reliability, quality, and innovation. A website can serve as a digital brochure that invites potential clients to learn more.
Writing
Client-facing
Current
Mission
Name
Digital Platform Name
New
Internal
Manifesto
The Regal Brand Solutions Platform
This departure from “ProcureLink” to “BrandLink” provides a clearer reference to the brand management services that Regal’s software provides. This new name signals that this is a technology service platform that helps users align and manage brand assets on the broadest scale.
The use of this value - oriented naming system for BrandLink promotes every tier in a positive light and expresses the added value of each tier. It is also alliterative lending a purposeful and catchy feel. This naming convention is also widely recognized and easily understood
Logomark
Visuals
Colors
Type
Type
Icons & Seals
Collateral
Website