One of my long-standing clients is a garden centre business I have known since I moved to Devon nearly twenty years’ ago. While planting up my garden, I paid many visits to Otter Nurseries in Ottery St Mary; the garden centre is just 10 minutes from my house. My garden has perennials, shrubs and trees that all came from Otter, and when I’ve always loved spending time there and
I’ve always loved it there, with an amazing array of plants and much more. I loved visiting at Christmas, and both my children went to meet Santa there when they were younger. This is a family business, with three generations playing an active part. The company, which over the years has grown from one to five garden centres, celebrated its 50th anniversary in 2014.
Marking 50 years brought with it the inspiration for a review of the Otter, and the company decided it was time to look at a fresh approach to its brand. So, over the past year or so, client Otter Nurseries has embarked on a rebrand with Exeter marketing specialist, Wall To Wall Sunshine. This has included visiting all the garden centres, creating customer profiles, producing new designs and new branding guidelines. The ‘Nurseries’ has gone, and the company is now known as Otter Garden Centres, to better reflect the company and its retail offer. There was some discussion about the otter and its part in the brand, but quite rightly it was decided that the animal was intrinsically linked to the business, so it remained.
My part within the overall project has, by comparison, been relatively minor but, even so, necessary; issuing PR to reassure the public that Otter has not been bought out, but is still a family business; updating social media platforms, updating the website, creating a post about the rebrand and linking to it on social media.
As an objective observer and a customer of Otter, I think this is a really positive change for the company. As the rebrand is rolled out across the branches over the coming year I’m sure customers will respond positively. Certainly on social media so far, the responses have all been ‘thumbs up’.