What’s the secret? Wessex Chambers has a new name and brand identity

Wessex Chambers has unveiled a new brand identity as it seeks to unite different strands of its business under one umbrella, and appeal to younger and female business owners.

Over three high-profile events – one at the Guildhall in Salisbury, another at Longleat, and a third, today (Wednesday) at Castle Combe Race Circuit – chief executive Rob Perks has been revealing the new name and logo to members.

The White Horse – the familiar emblem of Wessex Chambers for decades – has, says Mr Perks, been put out to pasture.

The new logo is Wessex Chambers’ attempt to ‘engage with the LinkedIn generation’ and ‘move into the 21st century’. The branding aims ‘to have gender-neutral appeal’, ‘inspire a flash of inspiration’ and suggest ‘endless possibilities’.

Members of the media – including Business Biscuit – have been sworn to secrecy until today.

Wessex Chambers will officially launch the new Inspire brand on Thursday, April 2. The branding will cover Wessex Chambers – which represents 19 local chambers of commerce, 600 members, and 4,000 clients – along with Wiltshire Business Support Service – free-to-access government-funded support for start-ups and small businesses – and the business support provided to tenants and clients of The Enterprise Network, which launched last year to provide a one-stop-shop support service for businesses.

The Enterprise Network and its Enterprise Centres, however, will continue to use the exisiting TEN name and branding.

Under the new Inspire scheme, free help will be available to people looking to start a business. Once the business launches, professional support, seminars, and networking opportunties will be available at £25 per month, for all employees of companies with up to 10 members of staff.

Commenting on the change, Mr Perks said: “Our clients and members found our multiple identities confusing and unhelpful.

“The change is the result of a six month study into support and advice available to businesses in the county, especially small businesses, listening to business owners and entrepreneurs, studying successful and less successful businesses we have supported and applying our own knowledge, education and experience to the question – what can we do to make the greatest positive impact on the small and medium-sized enterprise community and the economy across Swindon and Wiltshire?”

Mr Perks told Business Biscuit that the rebranding also reflected the changing demographic of business people engaging with Wessex Chambers.

“Chambers of Commerce are seen as stuffy; geared towards middle-aged men,” he said. “But our events are attracting the ‘heads-down generation’ – young entrepreneurs doing business on their smartphones – and we’re getting a lot more women to our events.”

Elaine Harvey, Inspire’s head of marketing, added: “We are incredibly excited about this new initiative and we are keen to remain closely aligned with and supportive of the many partnerships and relationships that we have established over the years.

“We will continue to build on our partnerships with other business support delivery organisations. We will be establishing closer links with natural partners to Inspire including higher education organisations.

“This will enable us to more specifically refer clients who require further input from the world of academia as well as providing assistance to HE Providers in placing interns and post graduation students with suitable employers.”

Further information will be available following the official launch at www.inspirebiz.co.uk For now, the website remains www.wessexchambers.co.uk