Charlotte—Belk, Inc. has launched this week an updated corporate identity that projects the company’s restated mission “to satisfy the modern Southern lifestyle like no one else, so that our customers get the fashion they desire and the value they deserve.”
In addition to a new graphic logo, the company’s visual identity now carries the tagline: “Modern. Southern. Style.” The new logo and tagline represent the first significant change in the company’s brand identity since its current logo and identity program were adopted in 1967.
“Our new brand clearly communicates what our company is today and what we aspire to be in the future,” said Tim Belk, chairman/ceo. “We want to reflect our increased focus on meeting the fashion needs of our modern customers. While we will continue to meet the needs of our traditional and classic customers, we are changing our brand and expanding our assortments to attract new customers who are looking for modern, updated brands and styles. Our vision is for the ‘modern, Southern woman to count on Belk first – for her, for her family, for life.’”
The company’s re-branding process started more than a year ago and included extensive research involving hundreds of associates and a survey of more than 30,000 customers. The research findings reaffirmed the company’s strengths and reputation but also identified a significant growth opportunity with its expanding its customer base of modern customers.
Johnny Belk, president and coo, stated, “Much has changed in the South since our last branding initiative 43 years ago, and so has our company. We’ve been working hard in recent years to establish Belk as the brand leader, not only in cosmetics, but also in dresses, shoes, costume jewelry, accessories and denim. We felt the time was right to expand our profile and realign our corporate image to better reflect the kind of stores we operate today. Re-branding happens only once in a generation, and our recent strong financial performance and balance sheet have enabled us to make significant investments in the company to position Belk for long term growth and success.”
Spending $70 Million
Approximately $70 million is slated to be spent over the next 18 months for corporate branding and marketing, including $25 million for the installation of new logo signs in its 305 stores over the next 12 months. Signs will be installed in 60 stores before year-end with the balance expected to be installed by November 2011. Shoppers will also see the new logo and identity elements in store displays and signage, and newly designed charge cards are being issued this month to Belk Elite and Premier customers, to be followed by Belk Rewards card holders in March.
Belk’s new corporate identity will be introduced beginning in early October with a branding and advertising campaign that will include market-wide television and print advertising, circulars, direct mail and social media, all of which will incorporate Belk’s new graphic elements and brand messages.