CREATING WOW: The story of WOW 1 DAY PAINTING’s rebrand
In 2010 when Brian Scudamore, Founder & CEO of the successful,global franchise, 1-800- GOT-JUNK?, decided to
launch his second brand, a unique painting concept called 1-888-WOW-1DAY! Painting, he could never imagine he’d be ordering a complete rebrand just three years later.
He had a fantastic concept – your home or business painted in a single day. It was a unique, disruptive idea in the painting industry which had never really seen any innovation. From the start, 1-888-WOW- 1DAY! Painting had the look and feel of 1-800-GOT-JUNK? – a brand focused on professionalism and exceptional customer service. The company began franchising in 2011 and grew quickly. In their first year, they had grown to 12 franchises and $1.9 million in revenue, four times the growth that 1-800-GOT-JUNK? had experienced in its first year.
So what went wrong? It was at the mid-point of 2012 when Scudamore first sensed there was a problem with the branding of 1-888- WOW-1DAY! Painting. “People weren’t as enamoured with the brand as they were with 1-800-GOT-JUNK?,” says Scudamore. “We were trying to take an ordinary service – the experience of house painting – and make it exceptional. While our concept was exceptional, the look and feel of our brand was not.”
Over time, the feedback that Scudamore received from customers, friends and family, and business associates was that the brand didn’t stand out aesthetically from other painting companies. The orange and blue colors were reminiscent of a college football team. Furthermore, because of the collegiate feel of the brand, people didn’t take the company’s one-day promise – the entire theme of the brand –seriously. Could this company really paint a house in a day? “I’ve learned that if you want to be successful in the home-service industry, you need to help people find an emotional connection to your brand. That just wasn’t happening with 1-888-WOW- 1DAY! Painting,” explains Scudamore.
Scudamore knew that a full rebranding was in order but he also realized he couldn’t afford to make another mistake and so he began to make minor changes to the brand. First to go was the name, 1-888-WOW-1DAY! Painting. It was clunky and hard to say; very rarely would anyone get it right according to Scudamore and almost always it was misspelled or mispronounced. So the decision was made to simplify the name to WOW 1 DAY PAINTING.
By early 2013, Scudamore had reached out to a number of top design agencies and rebrand experts to garner feedback on the current brand and cultivate ideas for what a truly ground-breaking painting brand could look like. He created an
advisory panel comprised of the top WOW 1 DAY PAINTING Franchise Partners and flew them up to Vancouver to discuss potential changes. The collaboration included presenting the advisory panel with the newly-developed designs from the agencies hired. And so the work had begun.
After the meeting with the Franchise Partner advisory panel, Scudamore made the decision to work with a local agency that had proven their strong talent with brands such as Lululemon. Over the next several weeks Scudamore went back and forth with Freebird, receiving 16 different logo ideas. He sought feedback on the logos from every corner – from his advisory council to colleagues, friends, family and even customers. Eventually all of the hard work resulted in success when Scudamore landed on a design that people could relate to and more importantly, connect with emotionally – a green circle with WOW written on the inside and a
smile just below. “The logo looked like it was smiling at you and people would tell me that they couldn’t help but smile back!,” says Scudamore. “We chose green because it represented freshness and revitalization which is exactly what we provide to people with our service. When I showed people the new logo, they would actually say WOW! And I knew that we had found the right look.” The grand unveiling of the new brand happened at the WOW 1 DAY PAINTING conference in October of 2013. Brian Scudamore presented the new branding to the entire audience of WOW 1 DAY PAINTING Franchise Partners and the response was overwhelmingly positive. Franchise Partners immediately connected with the new brand, seeing it as a massive improvement over the original. Several Franchise Partners approached Scudamore after the presentation asking how quickly they could convert their franchise to the
The actual transition period took place over a few months following the October presentation, starting with the website which launched in January of this year. Franchises then began the process of ordering new marketing materials, uniforms and vehicle wraps. To help with transition costs, incentives were provided to those franchises that decided to make the changes immediately.
The ultimate reason for WOW 1 DAY PAINTING’s brand change was to better position the company for long-term success. That barometer may take time to measure, but one early indicator – revenue results – indicates the brand change has had a significant impact. Year to date, WOW 1 DAY PAINTING has generated $1.6 million in system-wide revenue, 60 percent higher than the same period last year.
“It was an arduous and costly process to get to where we are today. But it was worth it because we got it right,” says Scudamore. “Brands are all about personality and that’s exactly what WOW 1 DAY PAINTING has now. We are a fun, quirky, happy and trustworthy company that our customers are connecting to.
People have always loved the concept, now they love the brand and the future is looking very positive for WOW 1 DAY PAINTING.”
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