Why We Rebranded As Fusion

Posted on 27 July 2020

There are a few things to give careful thought to when starting your business; your name, logo, company values and your USP.

Back in June 2019, we did not give enough consideration to these points. We ended up with a name we chose very quickly, a logo that I designed (despite not having an artistic bone in my body), and we only refined our company values and USP in February once the importance of these had been hammered home to us by a third party. Our branding wasn’t consistent…anywhere. Despite having an aversion to using social media for the last two years, I thought I was well placed to put out some of our posts. Who knew it had become such an art form to Millennials that hundreds of them had started their own agencies to manage it for those (like us) less adept at navigating Instagram, Facebook and LinkedIn?

I had been thinking for some time that our name didn’t do a great deal for me. The numbers 18 and 30 have become synonymous with wild holiday reps and shameless Brits, so the connotations were probably a little skewed from the off. Strangely enough, it wasn’t much longer until one evening, Jade sat down next to me and – not being one to mince her words – said, “I hate our name.” It made us look at our company, where we were going and why a rebrand was important for us. This coincided with a business retreat we attended where we got some initial feedback from other business owners, became specific about our values and learned the importance of establishing a brand. There is a lot more pressure when rebranding – after all, this is the time to get it right. Choosing a name was at times, almost painful. We settled on one and I got some feedback from our fantastic supplier on it. He said it sounded like a segment on Granada Reports. Once you see something, you can’t unsee it, so it was back to the drawing board. However, after what felt like an eternity discussing irrelevant words to the point that they became nonsensical, Fusion was born. Not only did it reflect the process of our business, the joining of two materials, but our personalities as well. There’s a good mix within our company that we like to celebrate.

Now was the time to enlist the help of the professionals. Jade is fortunate enough to know a talented graphic designer that has worked for us before, enabling us to show our clients mock-ups of their rooms prior to being wrapped. The result is our new logo and website, all of which we felt hit our values, USP and showed off our team to its full potential. Another agency worked with us on shooting a video to show the process our customers go through when working with us, how interior film can change the appearance of a space and the benefits to our clients. Whilst the basic principles of creating our brand were down to us, seeing them brought to life by creative people has given us a wave of enthusiasm to ride through the difficult circumstances at this time.

So, in summary, if you’re wondering what our USP is, and the core values that tie Fusion together:

We are women in a construction-based environment offering a sustainable and innovative solution to refurbishment.

If you would like to know more about the way we work and our values, head over to our ‘About’ page. If these things resonate with you, we’d work well together on the refurbishment of your space.