The Value of Brands

By Andy Hamilton

The Icehouse

As this blog by Icehouse Coach Carollyn Chaplin notes, a brand is more than a name, it’s a promise. You need to be able to deliver what your brand represents. Get clear on what you stand for, why you are unique, and then have a strong value set to guide your approach to everything that you do. This will help you communicate your value consistently to your customers across all engagements throughout the relationship, even the bad ones. We all know the frustration of dealing with a company that doesn’t seem to care about their mistakes, or how nice it is when they work quickly to make things right!

The Icehouse is all about applying learnings, right? We’ve had a look at our own brand, and realised that it might not reflect who we are, what we do and maybe even what we aspire and dream for  – we have been conscious for some time that people can get confused about what we do and that even includes ourselves!

So as part of redoing our long-term strategy for the Icehouse, to 2026 we have refreshed our values to being (1) It’s Personal (2) Expect the Best and (3) Stronger Together. 

We have also taken the opportunity to update the brand look and feel – our purpose has always been to enable New Zealand businesses and business people to be successful – whatever that success is for that person or business. This still rings true, but the more we work with NZ businesses – from owner managers & their staff to startup entrepreneurs and investors – we realised that growth was not the only motivator. What really stood out to us was the impact on the person and how personal business is. So we have a new look and feel – which is exciting and we like it – and it is a part of a whole range of refreshing things we are doing to be your business partner, your business enabler as we work hard to be the best we can. Check out the video below to see our refreshed brand, and watch some familiar faces give their take on what The Icehouse stands for.

Andy Hamilton
About the Author

Andrew Hamilton is the founding CEO of The Icehouse and was lucky enough to join the team as Employee Number One back in 2001. He is a director of BigLittleBang which creates a virtual world for 6-9 year olds to socialise and learn about music. BigLittleBang is an alumni of The Icehouse and also an investee of ICE Angels. Andy is also a councillor on the Japan-New Zealand Business Council.

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