It has been quite a journey for I Can Read – an education centre that specialises in building children’s reading, writing, speaking and listening skills. Developed by educational psychologists Antony Earnshaw and Annabel Seargeant, the company’s “I Can Read” English Literacy System has developed a strong reputation and following among Singaporean and Asian parents over the years.
Interest in the company and its offerings were high, and this eventually led to an acquisition by franchise owner Mr Tan Aik Ping and his two partners Ms Chan Huang Yee and Mr Ngo Tong Yong.
Soon after taking over the helm, the three directors realised that the company was facing a brand identity crisis. “We needed a consistent brand story as there were multiple names and logos used for the company and its courses,” explains Ms Chan.
The company engaged a brand agency to review and refine its brand. Ms Chan notes, “Through our agency, we realised that what was needed was more than simply changing our logo. We had to first establish a brand strategy, and that started with understanding the behaviours and perceptions of key stakeholders through focus group discussions and research interviews.”
The impact of the branding revamp is undeniable says Ms Chan. “Besides attaining a clear brand strategy and brand personality that helps us improve our employee and customer engagements, there are tangible financial benefits – we’ve seen student enrolment increase by 20 percent as a result of our rebranding exercise.”
Having gone through a thorough branding exercise, Ms Chan shares key learnings that her company gained from the whole process: