‘Refresh rather than rebrand’: Why Pets at Home is simplifying its brand portfolio
Pets at Home has “refreshed” its brands, bringing them all under the Pets umbrella as it looks to draw better connections between the different arms of the business.
Pets at Home hope the revamp of its brands under one new identity will ease customer confusion and help them understand the “breadth” of the services it offers.
It’s a process that Madeline Shaw, marketing director at Pets at Home, says took about 12 months to bring to fruition and was an opportunity to “take a step back” and think about “where they wanted to take the business” after 30 years of trading.
It started behind-the-scenes with the Pets at Home marketing teams who were “joined-up” a year ago to provide a “greater focus on the consumer and their needs”. Shaw admits it would have been strange to expect “consumers to see us as one family” if the marketing teams weren’t organised in the same way.
