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The Abbotts Brand

A couple of years ago we were invited to look at the Abbotts brand with a view to helping improve it. At the time the directors chose not to proceed with our proposals but we felt that the analysis document raised some thought provoking issues about Countrywide Brands in general. If you are looking to improve your brand please give us a call. Andrew Lee-Gough


The Core Identity

The word Abbotts Although it is an older typeface there is nothing wrong with it We can 'modernise' it simply by using it in a modern way


The Core Identity

The colour issue Blue symbolises authority Blue is the colour of order and peace


The Core Identity

Want to discover the solution? Call Andrew Lee-Gough on 01908 699840 The colour issue The basic colours are fine but need tweaking The blue needs to be made darker The yellow needs to be made less acid


The Countrywide Issue


Countrywide

Cannibalisation There are too many co-located brands - clearly from unexpected growth One can't share a USP And the size USP has been derailed


Countrywide

Cannibalisation and confusion Competing with endorsed local brands can only lead to cannibalisation


Countrywide

Want to discover the solution? Call Andrew Lee-Gough on 01908 699840 From Branded to Monolithic Branded Endorsed Monolithic


Countrywide

Is endorsement good for the brand? Wal Mart have bought ASDA. They now endorse the brand. Wal Mart turns over nearly half a trillion dollars a year! Is it good for you, the consumer? Do housewives care?


Countrywide

Branded

Want to discover the Endorsed solution? Endorsed Call Andrew Lee-Gough on 01908 699840 Countrywide Monolithic Countrywide Estate Agents incorporating

Estate Agents

The Countrywide journey Unless the goal is a single national Countrywide brand the endorsement should be quietly let go


3rd Party Accreditation


3rd Party Accreditation Associated with

OMBUDSMAN FOR ESTATE AGENTS

O-E-A

www.oea.co.uk

In London since 1872

rightmove.co.uk

Find a Property

www.findaproperty.com

asser ta home速

THE

N ATIONAL A SSOCIATION

Countrywideplc

NAEA ESTATE AGENTS

TATE AGENTS MULTILISTING ES

S

T

I T U T E

N

O

I

F

SW1

O

V

T

the londonoffice .co.uk

I C E

S C U

www.

62 PALL MALL

OF

M

E R

S

E

R

F O U N D E R C O R P O R AT E MEMBER

Top trumps - which is better? Each has a perceived value but can confuse the customer


3rd Party Accreditation

Head and Shoulders People with dandruff use head and shoulders Head and shoulders users don't have dandruff Which is the simpler message?


3rd Party Accreditation

3rd Party Countrywide

Pro Largest in UK

Con Not as large as Spicer So are Januarys So are Taylors So are Bairstow’s So are Heathringtons

Want to discover the solution? Call Andrew Lee-Gough on 01908 699840 H2O

Part owned by Countrywide Access to foreign property

Who hasn’t got a tie up?

John D Wood

They are on our team

They are better than us

Ombudsman

We can resolve complaints

We get complaints

Rightmove

Part owned by Countrywide The UK’s number one

Who isn’t on it? Your Move is most visited

ICS

We are working on our service We had a problem with it

RICS

No

Professional qualification

The London Office

No

Central London presence

NAEA

No

Trade qualification

TEAM

No

500 throughout the UK Most up-to-date website

What do 3rd part accreditations say about Abbotts?


3rd Party Accreditation

Want to discover the solution? rightmove Call Andrew Lee-Gough on 01908 699840 S

T

I T U T E

ICS

I C E

Associated with

V

O

F

T

www.oea.co.uk

.co.uk

S C U

O-E-A

I

N

O

OMBUDSMAN FOR ESTATE AGENTS

M

E R

S

E

R

F O U N D E R C O R P O R AT E MEMBER

3rd Party Accreditation They do have a value but must not swamp the brand We need to keep them simple and in their place

In London since 1872


What is the USP? What is “The Offer”


The Abbotts Offer

Size matters? Countrywide is the largest in the UK Spicers are part of Europe's largest independent agent If size is good then Spicer's are bigger therefore better. Spicers think it is.


The Abbotts Offer

Countrywide selling The Largest Estate Agent in the UK

Want to discover the solution? Call Andrew Lee-Gough on 01908 699840 Property Roadshows Rightmove

The Power of our Local Network

Effective and Imaginative Marketing A Winning Team

Excellent Communications Customer Care Centre Creative Mortgage Services The Leaders in Conveyancing

Rightmove Market reach Reputation Service


The Abbotts Offer

Market reach Want to discover the solution? Reputation Call Andrew Lee-Gough onService 01908 699840 The USP? The Abbotts Offer No single slogan will do it - customers are more savvy than ever All of the visual identity must allude to the three benefits The issues are ‘soft’, they are unprovable so personal recommendation is best


Putting it all together


Visual Identity

estate agents Abbotts - strong enough to go solo Abbotts is an historic name with strong local connections Abbotts core values will win instruction The logo looks simple but it is ‘technical’


Visual Identity

Want to discover the solution? estate agents Call Andrew Lee-Gough on 01908 699840 Simply strong Although the logo looks simple it is the use of space around it that makes it what it is. The space adds dignity and importance


The Premium - Moving in

The board edges MUST bleed blue


The Premium


The Premium

The core brand needs to stay fixed and certain. The Premium is an opportunity to change with the times and express ‘The Abbotts Offer’ through the most up to date visuals. Newspaper, shop posters, canvassing and temporary signage. The animals worked well but have run their course. And I believe became too ingrained. The Premium comes and goes but the core brand is unchanging. People are bombarded with messages through the media, so keeping things simple to a single concept is best.

Market reach • Reputation • Service


The Premium - Cool People estate agents

estate agents

estate agents

“Great service, great value. I recommend them”

“From valuation to moving in just 12 weeks. I was impressed!”

“Friendly helpful service. And great value!”

Market reach • Reputation • Service


The Premium - Real People Abbotts found a buyer for my house from London. Everything went very smoothly.

Abbotts sold my house really quickly - and at a better price than I expected! I would recomend them!

Want to discover the solution? Call Andrew Lee-Gough on 01908 699840

The staff at Abbotts were friendly and helpful and got my house sold in just nine weeks!

estate agents

estate agents

estate agents

Market reach • Reputation • Service


The Premium - Business Fun estate agents

Discover an agent with a bit more energy than the rest… estate agents

Discover an agent with a bit more energy than the rest… estate agents

Discover an agent that… Market reach • Reputation • Service


The Premium - Emotions estate agents

estate agents estate agents

We said we would sell it in 8 weeks!

Puzzled by moving?

We said we would sell it in 8 weeks!

Market reach • Reputation • Service


The Premium - Young People

estate agents estate agents

Instruct us to sell your home then take it easy!

Instruct us to sell your home then take it easy!

Market reach • Reputation • Service


Countrywide Brand Analysis