This is a guest contribution by Wink Bingo & Winkly Magazine’s Marketing Manager Eitan Gorodetsky. If you would like to submit a contribution please contact Bill Beatty for submission details. Thank you.

Branding is one thing, rebranding is another.

The first is all about who you want to be. A new company trying to establish itself in the marketplace has to cultivate an appearance, creating an impression of what it’s about even as it’s in the process of discovering that for itself. It’s about finding out what the customer wants, and the ways in which you can communicate that that’s what you’re all about. It’s tricky; a deceptively complex hurdle that trips up a lot of fledgling companies.

Rebranding is very different. For an established company it’s not about forecasting what you want to be about, it’s about recognising and demonstrating what you’re already about. When your brand already means something then any attempt to change its presentation has to first and foremost address those pre-existing values. Accurately represent the idea of your business and customers will see the truth behind the aesthetic, but miss the mark and you risk turning them away in droves.

Wink Bingo is one of the longest standing bingo brands in the country, and a name that instantly springs to mind when you think of online bingo. When we began the rebranding process we knew that alongside top quality gaming our customers chose us because we provided a specific look and feel that other sites didn’t. The mission was to build our new look around those unique factors.

Extensive research gave us the three core features of our brand: