Virgin Media Business refreshes brand strategy and identity to differentiate from consumer-facing sister brand
Following a deep-dive review of its market perceptions Virgin Media Business, the largest B2B Virgin branded business, has refreshed its brand strategy with a new visual identity designed to better show the company’s vision and values in the world of business telecoms.
While still holding onto the trademark red, the new visual identity introduces more vibrant and less traditional business colours, including shades of pink and purple, in a bid to stand out from the crowd.
To strengthen the brand for the business audience Virgin Media Business has adopted the direct, conversational tone of voice associated with the Virgin brand and a refreshed logo places far greater emphasis on ‘business’ to drive home the message that it provides telecoms services to the country’s businesses and public sector.
Content and messaging will be developed to demonstrate the opportunities Virgin Media Business technology can bring to companies of all shapes and sizes.
“Belonging to the Virgin family has allowed us to stand out in the often dry world of business telecoms, but we needed to demonstrate that as technology and the way we work has evolved, the way we work with our customers has changed too,” explained Duncan Higgins, marketing director, Virgin Media Business.
“We want our brand to reflect the complex business issues our customers tackle day in, day out. The new identity is designed to speak intelligently to IT decision makers while still being fresh and different.
“For us, the crucial aspect of the Virgin DNA is its entrepreneurialism – being able to spot opportunities and capitalise on them in an environment that’s often incredibly fast-moving and complex. We need to be seen as much more than an ‘extension’ of the consumer brand to convey this USP.”
The change hopes to be a noticeable differentiation from consumer-facing sister brand Virgin Media.