Rebranding boosts membership for Holmes Place

Holmes Place has reported an increase in new members following an extensive rebranding exercise.

New joiners were up by 30 per cent in June compared to same month last year, due to the impact of the chain’s new internal and external rebranding initiatives.

Group sales and marketing director, Nick Burrows, said branding was one of the first areas the new management team decided to focus on when it was brought in a year ago.

“Branding was one of the things that was absolutely key to us in terms of performance and putting confidence back into Holmes Place,” he said.

Following consultation with employees the chain developed three brand values – passion, energy and results. The exercise has affected all aspects of the business including identity, service delivery, staff training and the product offering.

“Our newly-branded member acquisition campaigns are bringing us consistent upward trends in joiners,” said Burrows. “Our message is fresh, clear and convincing.

“In addition, sales consultants are buoyed by having great propositions and market visibility and our new members are attracted by the substance of our offers.”