New brand opens new markets for publisher
Like many small businesses, Bolinda Publishing had never used external design services in its 20 year history.
The company logo, designed by a family member, had served it well in gaining a reasonable share of the Australian library market for its large print and audio books. But in 2003, the company determined to expand its market through ecommerce.
Never having used design before, the decision to invest in a highly regarded branding design company to create this new market presence was greeted with mixed feelings when management raised the idea with the business owner.
But the return on their investment has far exceeded the company’s expectations with sales jumping 200% in the first two years and continuing to climb.
Bolinda Publishing's success can be brought down to four key points:
The Bolinda success story
Bolinda commissioned leading Victorian brand creative studio Hoyne Design, to give the company a new identity to support their new business strategy.
The design process became an integral part of that business strategy and as such a driver for the success of the company's launch into new markets via ecommerce and the emergence of a stronger sense of pride among staff in their work and the company’s products.
“Hoyne Design increased our brand awareness beyond our wildest dreams,” says Bolinda Publishing’s managing director, Rebecca Walshe.
“Their input on developing our brand and applying it so well and consistently has been instrumental in the company’s growth.
“As a result our retail sales have jumped 200% in two years, mail orders are up by 400% and hits on our website have increased by 600%.
“Our staff are really proud to say they work at Bolinda.”
Hoyne Design, led by Andrew Hoyne, says the success of the new identity lay in the simplicity of the icon, use of colour and representation of two forms of communication, print and audio books, the two Bolinda products.
“It communicates, it stands out from competitors, and it's memorable,” says Hoyne.
“The most ideal visual facet to own in any category is colour. And in this case, it doesn’t hurt that green symbolises growth, and optimism. We've worked with Bolinda to develop and own Intellectual Property for the product and sub-brands which makes them unique in their (business) category.
“Bolinda are now seen as a market innovator in their industry. The modern trade and consumer marketing material we've developed for them is exciting and differentiates their brand from competitors.
“Unlike others in the sector, we've positioning Bolinda as future-focused. This has helped Bolinda have much more success in engaging with their customers and building better relationships which has ultimately translated into increased sales,” says Hoyne.
Walshe agrees. “Prospecting used to be slow and one-sided. We now have new retailers on board and it’s growing every day! Now our customers come to us!
“The positive response to our new brand, rejuvenated packaging and in-store presence is overwhelming.”
The key to achieving such success, according to Hoyne, was “a great working relationship between designer and client where trust was paramount.”
Related Links
Bolinda Publishing — www.bolinda.com Hoyne Design — www.hoyne.com.au
18 February 2008