Branding is a crucial aspect of any business – it’s not just about how your customers see and recognize you, but what you stand for as well. It’s important to keep reviewing how your business presents itself to the world, whether that be customers and suppliers or your own staff. And sometimes it’s necessary to refresh elements of your branding to match your evolving goals and stakeholder expectations.
“Refresh a brand” can mean all manner of things, from a new logo to tone of voice or even communication style. For us at Qoolize, we recognized that our website and some of our outbound marketing efforts didn’t match how we present ourselves offline, or our aspirations as a business. So we decided to undertake our own brand refresh. It’s not a full overhaul (we like the logo for now), and it’s worth noting that not everything about the brand needs refreshing – just the parts that need to change to line up with what we’re doing.
Why we refreshed our brand
Qoolize launched in 2021 and grew faster than we dared hope. By the time 2023 rolled around we had defined our product portfolio — eSIM, A2P SMS, Global Internet Access, and Voice solutions — and with our dedicated marketing team, we continue to position ourselves in the market and grow the exposure to our products across the globe.
We’re fortunate to be in a position to take a clear view of what we’ve achieved and balance that with our plans for the coming years. We’ve adopted new tools to help us communicate more effectively with our customers, and have developed an entirely new website to support our messaging and to make it simpler for people to find what they’re looking for. Our products are designed to make things easier for end users, so our own communication style needs to match. Websites are often referred to as the “shop window” of a business online, and it’s important that they represent every facet of your brand accurately. This is the crux of our refresh: a wholesale redevelopment of the website that can catalyze further changes to come.
The importance of digital platforms
A company website is a vital component of any marketing plan. It’s a hub for information, a place to send social media traffic, and a routing location for new and existing customers to qualify what we say we do. Allowing customers to understand what we do and how we can help them.
While a website is crucial for inbound traffic, social media is equally key to brand awareness. Social media channels not only allow us to showcase important information, but demonstrate our core values at all turns. Those values are something that underpins everything we do at Qoolize. Social media also allows us to create personalized approaches to our audience and showcase the teams behind the business, giving customers the ability to see the people that make up Qoolize.
Business strategy and goals
Creating and implementing a business strategy and understanding our overall goals are essential for our continued growth. Having these clearly established helps us to remain relevant and always have the needs and wants of our customers in mind.
Our core values shape our strategy and how we plan to communicate.
Innovation: We’re always looking to discover new ways to support customers with their connectivity solutions, developing products to support their needs.
Transparency: We pride ourselves in offering a clear, open service. Communicating to our customers and being transparent about the best solutions for their needs with honest prices is important to us.
Trust: We make sure that our customers know they can trust us, not only in finding them a great deal but also in providing exceptional service and building lasting relationships.
Excellence: We won’t accept second best. We’ll showcase our personability and work to be our customer’s first choice.
Equality: We actively seek to employ underrepresented groups into key positions and ensure that everyone has a voice within the business, and that those voices are heard.
Fun: It’s important not to get too lost in how serious our work can be, so we aim to stand out by having a fun, personable way of doing things.
Supporting customer needs
Customers are at the core of our work. That means not only the operators, aggregators, and enterprises we collaborate with directly but their end users as well. We understand the telecoms market in a way that helps us compete with the big players, but we’re not restricted by a legacy brand. This means that we can pivot to support those customer needs more efficiently and effectively than we might otherwise. It’s an aspect of our business that needs to be represented in our marcomms and replicated in our tone of voice.
Qoolize has evolved over the last few years, which is why now is an ideal moment for us to take stock of what we’re doing in our marketing and communications. Big brands like Apple, Nike, Lego, and many more undertake rebrand or refresh that helps to maintain their positions as leaders. And we’re no different. Brand refreshes are a great catalyst for change and innovation, ensuring that we keep serving our customers in the way that suits them best.