AppLabs (previously called Applabs Technologies) has unveiled its new brand identity based around the theme of a ‘sunrise’. This theme is conveyed in the tagline ‘No doubt about it’, and in the sunrise, represented in the logo, signifying consistency, reliability and confidence. AppLabs is an independent testing company providing a range of testing services across different verticals.
AppLabs had launched a rigorous re-branding exercise in the first quarter of 2007. The company engaged the services of a UK-based marketing company to design the new brand identity. The agency undertook a global survey of the brand with participation from current customers, media, industry partners and associates.
The new brand identity summates the ultimate promise of AppLabs – a confident statement that communicates the business benefit of the level of service and quality that the company aims to provides to its customers and partners. AppLabs has also developed six brand values, which represent the company’s new ethos, and which were communicated through an intense internal and external marketing exercise.
“We felt that the re-branding of AppLabs became an absolute must with the company’s restated vision of being the undisputed global leader in independent quality management and testing for the suppliers and users of enterprise information technology. Also, the new ‘Global’ values would reinforce the brand aspirations, both internally as well as to our customers worldwide,” explained Reema Sarin, AVP Marketing & Corporate Communications, AppLabs.
Surveys and interviews were conducted that covered key areas like brand strengths and weakness, reputation and points of difference versus competition, defining client need, for IT and more general managers in client businesses, corporate values, communications, brand associations, positioning and personality. The findings were that the brand ‘AppLabs’ was well-known in its cities of resident offices at Hyderabad, Philadelphia, London, etc., amongst media, the industry and the corporate world at large.
However, the brand was relatively less known in other cities and was not on top of the mind recall among the different target audiences.
The re-branding of AppLabs is also of great significance to its Indian operations as over 80 per cent of its employees work out of the company’s Indian head office in Hyderabad.