KBS Electrical is a UK-based electrical contractor specialising in electrical installation and security, data services, BMS and environmental systems. The company was founded in 1961 and works with clients across the construction, retail, industrial and commercial sectors. These include a number of long-standing clients, one of which is a high quality, national retail chain.
KBS commissioned Chapman Consulting in 2020 to conduct a Strategic Business Development Review with a view to building on the company’s current strengths as well as diversifying into new sectors. One of the main conclusions from this exercise was that KBS would benefit significantly from a company rebrand.
KBS Electrical & Data Services
The groundwork around the rebrand included a series of staff and customers surveys aimed at establishing how the brand was currently viewed as well as where it needed to be for the future. These produced largely positive results: KBS was viewed as professional, established and as providing a high quality, reliable service by its team. It was also a company which supported its staff. Clients held the company in equally high esteem, describing it as reliable, professional, responsive and consistent. The positive experience of working with KBS was considered as important as the high quality of its work.
The surveys also highlighted, however, a lack of coherence as to how KBS was positioned within its market. The existing communications and brand marque reflected the age of the company and gave its presentation a dated, confused appearance. It was consequently agreed that the brand be evolved in keeping with the evolution of the business it had supported since 1961.
Following consultation with the KBS team and its internal stakeholders a number of preliminary routes were presented as potential solutions. The chosen route centred on the KBS acronym, stylised into a wordmark created from 3D-effect cabling. KBS’ primary colour choice, blue, was retained to provide a degree of continuity as well as reflect an important company value: reliability. The marque was supported by a scripted, vertical hierarchy of the company’s offer finished by the year in which it was established.
Taking into account Chapman’s recommendations on other brand aspects such as tone of voice and pictorial representation the new KBS brand was rolled out across a new company website, a corporate brochure, signage, clothing, vehicle livery, stationery and digital signatures. The result has been a reinvigorated KBS which has demonstrated an important investment in its future to its team and to its current and future customers.