“Does exactly what it says on the tin”
The Evolution of Print4UK: Adapting to Changing Times
Back in 1994, Ronseal launched its now-famous slogan, “It does exactly what it says on the tin.” This straightforward and honest tagline appeared on all their products, such as the “Quick Drying Woodstain”, which promised to be “rainproof in just 30 minutes”.
While Ronseal’s slogan was specific to its products, it highlighted the power of clear and direct brand messaging. Elsewhere, brands like Hoover, Tupperware, and Coca-Cola also exemplified this concept but here, their brand name instantly conveys what they do.
The Birth of Print4UK
In 2008, Chris Brady (Managing Director) along with Adrian Ford (now retired) decided to start their own print business. They chose the name Print4UK, a name that communicated their core service: printing. This clarity was crucial for attracting new clients who were left in no doubt what the company did.
Diversification in Response to Digital Media
Over the past decade, the rise of digital media posed a significant challenge to traditional print businesses. In response, Print4UK diversified its services to include branded merchandise, creative services, and digital solutions. This strategic move was essential for staying relevant and meeting the evolving needs of their clients.
The Pandemic: A Wake-Up Call
The COVID-19 pandemic was a turning point for many businesses, including Print4UK. It posed a critical question: Would their target audience of marketers, event organisers, and sales teams think of Print4UK for services like website development or branded clothing? A quick poll with existing clients confirmed their suspicions: the answer was a resounding no.
The Importance of Rebranding
Unlike well-established brands like Hoover or Coca-Cola, Print4UK is a smaller player in a vast market. Therefore, how their name is perceived, particularly in a Google search is vital for attracting new clients. The pandemic provided the perfect opportunity to rebrand and realign their business and marketing strategy.
Introducing 4UK Group
Today, Print4UK has evolved into the 4UK Group, an umbrella organisation that encompasses their three core disciplines: Print, Branded Merchandise and Creative Services. This has been reflected in their brand update which now features three sub-brands – Print4UK, Branded4UK, and Navy Blue. This rebranding reflects their expanded range of services and positions them better in the market.
And whilst print sales continue to rise, the new group structure allows them to attract a much wider audience whose needs may be more than just print.
Conclusion
The journey of the Print4UK brand, from being just a printing business to a diversified marketing services provider under the 4UK Group umbrella is a testament to the importance of adaptability and clear branding.
Just like Ronseal’s famous slogan, the name Print4UK does exactly what it says on the tin. However, as the market evolved, so did the company, ensuring it remained relevant and competitive for the people that matter, its clients.
What do you think about the rebranding strategy of Print4UK? Do you have any similar experiences with adapting to market changes?
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