WHY DID YOU DECICE TO REBRAND?
OFS smart repair is a heritage brand that was started by their father and has been in existence for 35 years. Over the years, they have rebranded as the trends and times have changed, but have also realized that they cannot change every time there’s a new trend because the trends are changing too much. They officially decided to rebrand because their name changed. For 31 years, they were known as OFS PANELBEATERS. The word “PANELBEATERS” is very outdated although that is what they do. People still have negative thoughts when they hear the word panelbeaters.
This is a thing that Jeani and Gysie realized 15 years ago. Smart repair was then developed as a tag line that started in a campaign they created. The campaign ran for 5 years where OFS PANELBEATERS was the main name and SMART REPAIR under it as a tag line. In the 5 years they slowly started to influence everything from car branding, radio ads etc. until it started to stick. Something like this does not happen overnight. It is a very time consuming process and eventually they became OFS SMART REPAIR.
That’s how the evolution of their brand changed, by keeping the colours, leaving panelbeaters behind and became smart repair.
WHY DO YOU THINK BRANDING IS IMPORTANT IN A BUSINESS?
Branding for OFS is everything from A to Z. Branding is what takes your business to the next level and should be one of the most important aspects of a business. Branding is not just what you see, but how the business atmosphere is among the staff, the clothes they wear, what they feel, the sofa you sit on while you wait and how the coffee tastes you get to drink. OFS went out of their way to touch all your senses with the experience you get when you walk in.
HAS THERE BEEN A GOOD CHANGE IN THE MARKET AFTER THE REBRAND?
There was, but not immediately. “Don’t think a new logo is going to mean new clients” This is something that took a long time and there were many things that had to be put in place before they could see any changes. It was not only the rebranding that attracted new clients, but many years of hard work that led to the growth. Digital branding such as Instagram and Facebook also had a massive impact on the business.
WHEN DID YOU DECIDE IT’S TIME TO REBRAND?
The process began in 2015. It took a long time to find someone who understood what they wanted and what they wanted to achieve. Jeani says that if you are going to change your brand, then it needs to better then what you currently have, because what was the purpose then. You’re not doing it because you are looking for something else but because you are looking for something better.