Aruma: How to merge and relaunch two well-known brands

CEO of the new-look brand for the former House with No Steps and The Tipping Foundation shares the important people and culture journey behind the branding strategy

How do you go about rebranding and merging already well-branded organisations? This is the question recently launched brand, Aruma, had to ponder seriously over the last year. 

Aruma is the result of a merger of the House with No Steps and The Tipping Foundation in March last year. With names that stood for so much, considering the future brand of the merged group was a big task.  

Both House with No Steps and The Tipping Foundation had strong legacies and stakeholder engagement was key, Aruma’s CEO, Andrew Richardson, told CMO. So before the rebrand, stakeholders were asked an important question: Do these names represent the merged organisation? The opinion canvassing involved hundreds of its people and a cross-section of customers and their families to understand their views.  

“It was really important for us to talk to the people who mattered most – our customers, their families and our staff," Richardson said. “We did a lot of research. And ultimately, it was our staff who came up with our new beliefs, values and purpose. These are now the foundation of Aruma." 

The research made clear the organisation needed to explore a new name to help unite it internally, and to make sure it stayed ahead of the curve in the ever-changing NDIS environment. These two things essentially became the aim of our rebrand.

“Some results from our research were surprising," Richardson continued. "For example, we knew there was appetite to explore a new name, but we were surprised with how strong this appetite was. Both staff and families encouraged us to be bold and go down the path of a rebrand.” 

From start to end, it took a little over a year to develop the new brand strategy. The resulting brand name, 'Aruma', has its roots in languages and cultures from all over the world. It means a happy place, to plough the land, being real and true, as well as the calm time between sunset and sunrise - when the body and soul renews for a new day.  

“But we’re not so focused on literal explanations. Aruma is a trailblazer," Richardson said. "Aruma puts customers first and never entertains a one-size-fits all approach. Aruma raises the bar higher. 

“Aruma is our bold, new chapter and we’re incredibly excited, and humbled, to be writing this together with our staff and our customers."  

In advance of going public with the brand, staff got a ‘sneak peek’. To do this, the company put together an entire internal communications campaign. Richardson described feedback and uptake of Aruma internally as "great" . 

“Externally, our customers and their families also got a ‘sneak peek’ at Aruma," he said. “As for the broader public, our new website and digital channels are now all live. And we have quite a thorough brand awareness campaign we’re working to.” 

As with any campaign, Aruma is measuring success against a few metrics. Internally, it’s all about staff engagement, measured a few times a year via an internal survey. There are also upcoming marketing activities later in the year, which are secret for now. 

“With our customers, we also have customer satisfaction metrics. We will also be running ongoing brand tracking to assess awareness and brand salience,” Richardson said. “Then there’s also traffic to our new website, calls to our customer service team, and much more.  

“The focus for us is to really get our brand – Aruma - out there. We’re so much more than a disability service provider and we’re excited to shake up the industry. 

“We’ve grown so much in recent years. In addition to House with No Steps and The Tipping Foundation joining forces, we’ve welcomed customers and staff from other providers, including Summerland, Ballina and Horizon Early Intervention Services, Interchange Northern Region, and the New South Wales and Victorian Governments.”

Check out more of CMO's rebranding case study stories:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Hi,When online retailers establish their multi channel strategy and they are using or will to use live chatbot to support their customers...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in