HiB reveals brand new identity
Published: 22 January, 2016
Having recently turned a quarter of a century old, HiB is preparing for a new era of even greater success with the reveal of a new brand identity and strap line – making bathrooms beautiful.
The major rebrand follows an intensive research and development process for the bathroom company under the remit of transforming the brand in line with the businesses’ future vision. To begin with, HiB not only recruited a specialist brand agency but talked to customers and staff via one-to-ones and mystery shoppers to find out exactly what the business meant to them.
Robert Ginsberg, managing director at HiB, said: “Since its inception, the business has grown at an unprecedented rate - evolving to not only become one of the biggest names in the bathroom industry but a business which is synonymous for pushing boundaries in bathroom innovation. However, we wanted to do even better and therefore as we approached our 25th anniversary, we thought it was an opportune time to assess where we were and look to the future.
“From speaking to brand specialists, customers and staff, the feedback was very positive; HiB products were highly regarded, the service was seen as great, people valued our innovation, but we needed to evolve the communication of these values through branding.”
The next objective was to determine a new brand and strapline, which more adequately communicated the ethos and the goals of the company to both trade and retailers. While the new brand identity was outsourced, the new strapline was chosen by a company employee – making bathrooms beautiful.
Steve Kaye, marketing director, added: “We asked everyone for suggestions for our new strapline – our PR agency, our branding agency, and all HiB staff – the process was long but in the end the winning suggestion came from within.
“For us, ‘making bathrooms beautiful’ is everything that we’re about; making mirrors, lighting, cabinets and ventilation more than just an afterthought but as the all-important show piece of the bathroom.”
The rebrand came into effect on 1 January, 2016, and is included in all packaging, brochures and promotional material, as well on the HiB transport fleet, new uniforms, signage and all other company collateral. In addition, the businesses’ bathroom furniture brand, Novum will now be known as HiB Novum.
To coincide with this, HiB has invested in a brand new look website, which not only conveys the sleek new look, but also boasts improved functionality and new content covering everything from detailed company and product information, through to videos.
While the brand image may be new, the HiB offer, of course, will continue in its inherent values of providing first-class products which combine cutting edge design, unrivalled innovative features and high-quality, all backed up with an exceptional customer service. More so, as the business continues to evolve and expand, customers can look forward to numerous new product launches and developments to come over the coming year.
Mr Ginsberg concluded: “We’re incredibly excited to reveal our new brand identity to customers. We are positive this will strengthen our proposition and provide the cornerstone to another 25 years of growth, innovation, beautiful products and success – ensuring that HiB are truly making bathrooms beautiful.”