Vodacom’s new brand

I’m not one of those nay-sayers who is constantly negative about changes of brands I support. I enjoyed the Facebook interface design changes and, quite frankly, Pick ‘n Pay had it coming for years but the little that I’ve read and experienced to date has convinced me that the logo change for Vodacom is not going to do it any good.

I see the potential value in Vodacom undergoing a freshen-up, especially after 16 years of successful trading and with strong competition from the likes of 8ta, Cell C and MTN’s “Ayoba” over the past year. What I would strongly have advised against (and exactly what has happened) is that Vodacom be rebranded as Vodafone without the name change. I would have incorporated the Vodafone Symbol but kept their corporate colours blue and green for now. Also, I am a designer who prefers subtle changes – a nip and a tuck; Not a volcano of change that makes it obvious that change is afoot with Vodafone now holding 65% of the shares (TechCentral, 3 April 2011, http://www.techcentral.co.za/vodacom-brand-to-get-an-overhaul/19406/).

Logo Comparison

Cell C has left the red behind and opted for black and after less than half a year, Vodacom have picked up the red and, in so doing, associated themselves with a brand that, in my opinion, is much weaker. I find myself doing a double take every time I see the new Vodacom logo because the first thing that crosses my mind is Cell C. I don’t think that’s going to do Vodacom’s brand any favours. Vodacom’s Group CEO, Pieter Uys, has dismissed rumours that Vodacom bought the colour rights from Cell C, saying that the idea for the change began before Cell C’s rebranding. (Financial Mail, 5 April 2011, http://www.fm.co.za/Article.aspx?id=139297)

Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.

The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them.

http://en.wikipedia.org/wiki/Brand

The brand experience I associate with Vodacom are:

• business focussed
• professional
• able to deliver what they promise
• best national coverage
• good service

I would use none of these values to describe Cell C.

At the end of the day, I hope I’m wrong. I hope that Vodacom remains my communications’ brand of choice.