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The Value of Brands

Posted by Carollyn Chaplin on Apr 27, 2017 8:41:36 AM

A brand is more than a name, it's a promise.

You need to be able to deliver what your brand represents. Get clear on what you stand for, why you are unique, and then have a strong value set to guide your approach to everything that you do. This will help you communicate your value consistently to your customers across all engagements throughout the relationship, even the bad ones.

We all know the frustration of dealing with a company that doesn’t seem to care about their mistakes, or how nice it is when they work quickly to make things right! The Icehouse is all about applying learnings, right? We’ve had a look at our own brand, and realised that it might not reflect who we are, what we do and maybe even what we 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!

So as part of redoing our long-term strategy for the Icehouse, to 2026 we have refreshed our values to being:

  1. It's Personal
  2. Expect the Best 
  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 business people to be successful - whatever that success is for that person or business. This still rings true, but the more we work with NZ businesses - from owner managers & their staff to startup entrepreneurs and investors - we realised that growth was not the only motivator.

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.

Check out the video below to see our refreshed brand, and watch some familiar faces give their take on what The Icehouse stands for:


This blog post is by Carollyn Chaplin, who is a business coach at The Icehouse. Carollyn brings Brand, Marketing and Commercial experience after many years in the Telecommunications industry and then following with small and medium businesses.


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Topics: Business Coaching, News & Events, Brand & Marketing