Rebranding CV Creative Steel sebagai Upaya Meningkatkan Brand Awareness
DOI:
https://doi.org/10.17977/um064v3i82023p1230-1251Keywords:
Rebranding, Creative Steel, Brand AwarenessAbstract
Berdiri tahun 1991, Creative Steel memulai usaha menjadi supplier di salah satu instansi, dan berkembang hingga sekarang menjadi perusahaan yang bergerak dibidang layanan jasa meliputi general constructor, fabrication, and supplier. Pada tahun 2008, perusahaan ini terdaftar secara legal dengan nama CV Sinar Mandiri. Seiring berjalannya waktu, karena nama Sinar Mandiri bersifat terlalu general dan kurang sesuai dengan bidang industrinya, maka pada tahun 2021 perusahaan memutuskan mengubah namanya menjadi Creative Steel, perubahan nama tersebut disertai dengan perancangan identitas visual dan media promosi. Namun, karena media promosi tidak dikelola secara konsisten, membuat branding yang telah dilakukan menjadi kurang maksimal. Oleh karena itu, perusahaan mengambil langkah rebranding dan merumuskan strategi baru berupa ekspansi pangsa pasar dan diversifikasi program layanan dengan tujuan meningkatkan brand awareness serta meningkatkan pendapatan perusahaan. Rebranding menggunakan metode Wheeler yang memiliki lima tahap perancangan meliputi conducting research, clarifying strategy, designing identity, creating touchpoints, and managing asset. Pembaruan identitas visual menghasilkan logo sebagai media utama, dan media pendukung berupa GSM, media administratif, media marketing, dan merchandise.
Kata kunci: rebranding; CV Creative Steel; brand awareness
Rebranding of CV Creative Steel as an Effort to Improve Brand Awareness
Established in 1991, Creative Steel start its business as a supplier in an agency and grows until now becomes a service company including general constructor, fabrication, and supplier. In 2008, this company was legally registered by the name of CV Sinar Mandiri. As time goes by, the name of Sinar Mandiri is too general and not really suitable for the industry. Therefore, in 2021 the company decided to change its name to Creative Steel. The name changing is followed with visual identity and promotion media designing. However, since the promotion media is not managed consistently, it makes the branding less optimal. Therefore, the company takes the rebranding steps and formulate a new strategy in the form of market share expansion and service program diversification. Its aim is to increase brand awareness and company’s earning. Wheeler method is used in the rebranding. It has five stages of planning including conducting research, clarifying strategy, designing identity, creating touchpoints, and managing asset. Visual identity update produces a logo as a main media and GSM, administrative media, marketing media, and merchandise as a supporting media.
Keywords: rebranding; CV Creative Steel; brand awareness
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