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The brief:
asra Housing Group is a new name for a dynamic organisation which has been steadily evolving since 1973. Its purpose is to provide homes, not just places to live.
In terms of its size, 2011 was seen as the year that the Group had become a national player and needed an up to date image that reflected its professionalism and prominence in the housing sector.
We were tasked with planning and implementing a Group-wide rebranding exercise that would encompass new logo development, roll out of key messaging to stakeholder groups, design and print delivery of marketing collateral, and media communication of the organisation’s new purpose, values and vision.
The time had come to make the Group’s name easier to communicate to people and one that would be instantly recognisable
The approach:
We devised from the outset extensive rebrand recommendations with key objectives:
• Securing and maintaining the buy-in of managers (ensuring they understood the reasons behind the rebrand)
• Ensuring the rebrand was not perceived as a superficial visual makeover
• Communicating the attributes (brand values) of the new brand, internally and externally
• Protecting the integrity of the new name and design
• Maintaining regular and effective communication with all stakeholder groups prior to launch
We identified internal and external audiences and the key messages to be communicated to them.
We then devised the delivery and implementation of the rebrand to those audiences through:
• A new brand management guide setting out clear guidelines for staff, suppliers and contractors on the correct usage of the new logo
• Management and team briefings with colleagues critical to the success of the brand launch
• Internal bulletins as the rebrand took shape
• Press briefings and photography on launch day
• An informative printed newsletter sent to stakeholders on launch day
• New stationery
• Q&A for the organisation’s Call Centre
• New signage
• New website
The result:
asra Housing Group successfully rebranded on 2 May 2012 bringing together Leicester Housing Association, ASRA Greater London Housing Association and Family First, which were previously called LHA-ASRA Group, and at the same time merging with Asra Midlands Housing Association.
With an increasing portfolio of more than 13,000 homes across the Midlands, London and South East England, the Group continues to build its position in the national arena.
It has re-focused activities on core services: providing landlord and tenant services, as well as supported and sheltered housing services for the over 55s and vulnerable people.
Today asra Housing group owns more than 13,000 homes across the East Midlands, Greater London and the South East and provides a range of housing solutions from affordable rent to sheltered housing for those in need.
For the professional market, it provides opportunities for intermediate rent, shared ownership and private sale through our subsidiary Newlife Living.
At the time of the rebrand, Matt Cooney, CEO of asra Housing Group, said: “By refocusing our activities on what we do best, working as one team and making the most of the broader vision and economies of scale this approach offers, we can open up real choice in how services are delivered and ensure our customers experience best value at all times.”
www.asra.org.uk
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