Tusker unveils corporate rebranding project
Tusker, a provider of salary sacrifice cars with more than 75 live schemes, believes the essence of good products and customer service is in making everything as simple as possible for the customer.
The new logo, website and corporate communications, introduced in conjunction with top brand agency Heavenly, have been designed to reflect this concept of simplicity and making life as easy as possible.
'We believe in the power of simplicity but delivering simplicity is actually very difficult,' said marketing manager Vicky Anderson, who led the rebranding project team.
'At Tusker, our entire rationale is about making fleet solutions as easy as possible to use for our customers and, according to the research conducted by the branding agency with our key stakeholders, that’s exactly what we do.
'But we didn’t believe our previous branding reflected this. Now we have a new look and image which more accurately portrays what Tusker stands for,' she said.
London brand agency Heavenly was brought in to articulate the new brand design and went through a four step process before identifying and delivering the new Tusker brand.
The first step involved intensive research with Tusker clients and several vehicle manufacturers to better understand what they thought were the strengths of the company. This revealed that although fleet customers often had complicated fleet operations, they felt Tusker’s solutions simplified everything.
A series of internal workshops were then held to understand how Tusker staff felt about the company, what it stood for and what its brand values were. The process identified the Tusker brand personality as being ‘bright’, ‘helpful ‘and down to earth.’
The visual representation of the brand was then delivered by the agency, along with the supporting guidelines, systems and processes necessary for the ongoing management of the brand.
To launch the new brand internally, all Tusker staff were invited to a brand launch and team-building weekend at a Cotswolds hotel, followed by a black tie dinner where the new brand was unveiled.
Tusker non-executive chairman, Sir Trevor Chinn, told staff: 'I think the new branding is great. It shows the pride that all of us have in Tusker and our commitment to its success. The brand demonstrates our determination to succeed, our determination to deliver outstanding customer service and our determination always to put the customer first.
'It is the customer experience that makes the brand. We have a differentiated product in salary sacrifice – we must continue to deliver a differentiated experience in customer service,' he said.
Tusker managing director, David Hosking (Inset) added: 'The rebranding more accurately displays the ethos and culture of the company as we take the business to the next exciting stage in its evolution.
'We will continue the culture of simplicity and will now be focusing on making the driver and employee journeys on our, already class leading and award winning, systems even simpler and more intuitive,' he concluded.