(Taken from the Rebrand Proposal Book)
This proposed rebrand of Crows Nest will add value to a customer’s experience in terms of the authentic culture they experience. True authenticity is not possible to achieve as it is subjective and for the visitor, not the local and is therefore built on pretense. However, employing certain design elements and aesthetics, a tourism business in Uganda can enhance the experience the tourist has and therefore these designs should be sympathetic towards the locals and visitors.
This impact of a sympathetic rebrand can be shown through a simple SWOT analysis, by comparing the strengths, weaknesses, opportunities and threats relating to the brand before and after a rebrand.
Strengths
Currently, Crows Nest has many strengths in terms of being authenticly Ugandan, such as the design of the buildings and the structure of the facilities, but by employing this rebrand to include traditional Ugandan fabrics and symbolisms within the brand identity, another level of ties to the location appear. This means more tourists will be interested in experiencing a ‘real Ugandan’ designed resort.
Weaknesses
Before a rebrand, the weaknesses Crows Nest suffers are that it does not have much of an identity and that the brand says nothing specific about the location. A rebrand will make Crows Nest instantly more recognisable as Ugandan by using subtle symbolisms.
Opportunities
Crows Nest has the opportunity to overtake other businesses in the area for when tourists are seeking cultural experiences, which along with the adventure activities is what the area of Sipi Falls is known for. The traditional style of buildings within Crows Nest makes it stand out from its competitors and by simply adding more Ugandan ties through imagery and general brand aesthetics will entice more customers.
Threats
Within the area of Sipi Falls, Crows Nest is one of the more budget accommodations and therefore has more of a niche than others yet what other places have is luxury. Crows Nest, through a rebrand, may be able to tempt more customers to step away from the luxury and instead experience culture.
