Story image

The Icehouse announces brand refresh - making it personal

27 Apr 2017

The Icehouse has announced a brand refresh in its long-term strategy going forward to 2026.

Icehouse CEO Andy Hamilton says the company has had a look at its own brand and realised that it might not reflect who they are, what they do and what they aspire and dream for.

“We have been conscious for some time that people can get confused about what we do and that even includes ourselves,” he says.

As part of redoing the long-term strategy for the Icehouse to 2026, it has refreshed its values to being (1) It's Personal (2) Expect the Best and (3) Stronger Together.

“We have also taken the opportunity to update the brand look and feel - our purpose has always been to enable New Zealand businesses and businesspeople to be successful - whatever that success is for that person or business,” says Hamilton.

“What really stood out to us was the impact on the person and how personal business is." 

"So we have a new look and feel – which is exciting and we like it – and it is a part of a whole range of refreshing things we are doing to be your business partner, your business enabler as we work hard to be the best we can,” he adds.  

Icehouse coach Carollyn Chaplin says that a brand represents what companies promise their customers and how they consistently deliver this promise.

Internally, it will set expectations with staff and guide them on how to behave, even in small ways like answering the phone or in knowing the right ways to interact with customers.

Externally, brand guidelines set the tone and manner for interactions with people outside the organisation, like talking to media, dealing with suppliers and socialising with key influencers. 

For example, a cheeky and irreverent brand personality may give the sales force the license to push the boundaries and show humour with potential customers, Chaplin says.

“A well-executed brand is a beautiful thing. If clarity can be achieved across all of your brand pillars and the promise delivered to the market consistently, your customers will become your biggest advocates,” she says.

Details on the Icehouse’s brand refresh are expanded in the video below.

How big data can revolutionise NZ’s hospitals
Miya Precision is being used across 17 wards and the emergency department at Palmerston North Hospital.
Time's up, tax dodgers: Multinational tech firms may soon pay their dues
Multinational tech and digital services firms may no longer have a free tax pass to operate in New Zealand. 
Spark’s new IoT network reaches 98% of New Zealand
Spark is the first company to confirm the nationwide completion of a Cat-M1 network in New Zealand.
WhatsApp users warned to change voicemail PINs
Attackers are allegedly gaining access to users’ WhatsApp accounts by using the default voicemail PIN to access voice authentication codes.
Robots to the fore – Key insights for New Zealand Business into RPA in 2019
From making artificial intelligence a business reality to closer ties to human colleagues, robotic process automation is gearing up for a strong 2019.
50 million tonnes of e-waste: IT faces sustainability challenges
“Through This is IT, we want to help people better understand the problem of today’s linear “take, make, dispose” thinking around IT products and its effects like e-waste, pollution and climate change."
Vocus & Vodafone unbundle NZ's fibre network
“Unbundling fibre will provide retail service providers with a flexible future-proofed platform regardless of what tomorrow brings."
IDC: A/NZ second highest APAC IoT spenders per capita
New IDC forecast expects the Internet of Things spending in Asia/Pacific excluding Japan to reach US$381.8 Billion by 2022.