On May 9th, Best Buy, the popular electronics retailer, launched a new logo and marketing strategy that had been a year in the works. After 30 years using the same logo, bold black font against the large yellow price tag, the company decided it was time for a change. Brand management is a key aspect of running any business. A company’s brand tells the customers what they’re all about. So, why would Best Buy want to change their company branding now?
Marketing in the Digital Age
Best Buy is an electronics retailer, and through the years they’ve had to adapt to the changing market as things have gone in and out of popularity. Just 10 years ago, you might make a trip to a Best Buy to purchase a copy of your favorite DVD, CD or Xbox game. Times have changed, though, as streaming content has exploded. CD’s are going the way of the cassette tape, and many popular gaming consoles sell downloadable copies of their games. People are simply purchasing these types of items online, now only traveling to a brick and mortar retailer for the large and complex purchases. In an effort to keep up with the times, Best Buy has adapted their brand to suit.
Branding Strategy
Let’s take a look at some of the things Best Buy is changing in their effort to update and manage their brand.
- New Logo – Gone is the giant yellow tag and bold black font. A simpler, cleaner style that focuses on contrasting colors of blue and yellow has replaced it. This creates a friendly and inviting logo that’s easy on the eyes.
- Conversational Language – Along with the inviting new color scheme, the new copy aims to speak simpler, less technical language as well, highlighting a friendly relationship between blue shirt employees and customers.
- Focus on Personal Connection – TV and internet commercials, filmed by Academy Award Winning director Errol Morris and voiced by Scarlett Johansson, emphasize the personal connection between the knowledgeable employees and customers.
- Let’s Talk About What’s Possible – This new marketing logline aims to reinforce the value of the blue shirt’s expertise. For example, a Best Buy blue shirt can help make the most of your new purchase.
For Best Buy, the new marketing strategy and company branding is all about telling the blue shirt’s story. In the digital age, nearly anything can be purchased online. Best Buy is focusing on how their employees’ expertise can enrich the lives of the consumer.
Personal Touch
Nowadays, brand management is a cornerstone of any marketing strategy. Of course, a businesses brand is what draws customers. It allows them to identify a certain feeling or stigma with the company. In the case of Best Buy, their aim is to create a feeling of trust and simplified language. In a world of ever more complicated technical mumbo jumbo, that’s necessary. Focusing on the aspects that personally affect your consumer is a good way to develop your company’s brand. Looking to know more about how Web Content Development can help you manage your brand? Don’t hesitate to call or email us today.
