“As a bold but agile central communication, it can also work as a standalone external campaign by adding positive suffixes. It even informed our visual approach – introducing a timeless wordmark partnered alongside a more neutral colour palette and an honest, down-to-earth and stripped-back image style. This gets to the heart of our brand essence: real hair, real people, real quality.”
We know your team and your customers are at the heart of your business. What do they feel about the Additional Lengths brand?
“We’d previously placed a lot of focus on developing the Remi Cachet brand, which was where the bulk of our professional customer base sits. But since the Additional Lengths’ rebrand, our full range of customers can more easily identify which brand is for them.
“For personal buyers, the aesthetic of Additional Lengths cements its place as a destination brand. Its new look and feel is something which is much more relevant and designed with their attitudes, behaviours and needs in mind.
“Whether it’s from social, search or word of mouth, the rebrand has helped buyers simplify their journey and even influenced purchasing decisions. At the same time, this has allowed Remi Cachet to retain and solidify its own standing in the B2B market.
“Internally, it’s great for the team to see the goals we’re trying to achieve with the Additional Lengths brand. Bringing this up a level, and on par with our other leading brands allows us to expand our B2C opportunities and really helps boost our message and sales focus. It feels like we’ve finally found a brand that reflects our products, service and team, as well as our customers.”
How do you define ROI for your brand investment?
“We measure our ROI in a number of ways, and there’s undoubtedly an indirect impact from our brand. Through further investment into new marketing strategies and campaigns, we’ve been able to build our reputation and increase our awareness amongst target consumers.
“The brand sits at the heart of this, and in fact the rebrand has served as a great opportunity to refresh and redefine our message. Both visually and verbally we’re now much more distinct which sets us apart from the rest and has a subsequent commercial benefit.”
We know that Additional Lengths continues to evolve, grow and expand. What does the future hold for the business?
“This is just the beginning for Additional Lengths. We’re at such an exciting phase of growth so for the next 12 to 24 months, the only way is up and it’s so exciting to think about all of the amazing things we have planned for the future. We’ve recently just announced our partnership with investment firm, Growth Partner, who are supporting us as we accelerate our huge plans for growth.
“Along with a new store and salon opening, as well as head office redesign, we have a whole host of plans in place for the future. It’s fair to say it’s going to be busy.”