Gira reveals new brand identity
Gira, one of the world’s leading full-range suppliers of intelligent system solutions for building management, unveils a new brand identity to further expand the business and significantly strengthen its standing in the marketplace for the coming decade: when in 2030, Gira will celebrate its 125th Anniversary…
As of 17th March 2020, Gira has entered the next phase of evolution by operating with a new, commercially-led brand identity. Developed in conjunction with its Düsseldorf agency ‘thjnk’, this renewed brand vision has been created to provide Gira with a greater level of market appeal, across both trade and consumer audiences.
The new presentation will focus on diversity and will work towards a more tangible ‘on and off’ product experience for Gira customers on a global stage. Standing for high-quality engineering and intelligent technologies, Gira’s new look will heighten its business approach and embody the virtuous quality of life this company is known for.
“We want to make it clear that although we have been ‘the ones with the switches’ since 1905, we are now much more than that: we have also been ‘fire detectors’, ‘guardians’ and of course ‘smart home’ pioneers since the early 1990s,” explains Simone Kulla-Wolinsky, Brand Manager at Gira. “Our solutions are not only used to install intelligent building technology and quality ‘Made in Germany’, but also carefreeness, well-being, security, creativity and freedom – feelings of life that go far beyond the pure on and off when operating our products and which make us unique,” emphasises Simone.
It is also worth noting how purchasing trends have changed significantly in recent years, with end users no longer solely relying on the recommendations and advice of electrical installers, architects and planners. Instead, self-serving consumers are doing their own research and this has led to an increased appetite for innovative, smart control technology in the modern home. We must also note the higher profiles for large corporations in the digital economy like Apple, Google and Philips that with greater marketing power are able to shine a light on the smart home industry and by virtue, smart building design.
According to Statista, the market volume for the smart home in Germany alone is expected to grow from just under €4.3 billion this year and up to €6.7 billion in 2024. There is therefore great importance for Gira to demonstrate to the market a higher impetus for innovative, future-proof design that will continue to be relevant and inspirational long into the future. In response to this change in buying behaviour and in accordance with its new brand identity, Gira is consciously focusing on a different approach to its partners in the electronics retail and trade sectors, right through to the end user.
It has created a selection of custom literature to help convey its new portfolio and brand message like company brochures, product sources, marketing & social media activities, informational websites, active trade fair presentations, a dedicated system integrator partner programme and increased retail visibility.
Torben Bayer, Head of Brand Development & Marketing at Gira says, “Buildings are becoming more intelligent thanks to increasing digital networking and the broad use of sensor technology. The Internet of Things and Artificial Intelligence are becoming increasingly important for the networked control of smart buildings. When we celebrate our 125th company anniversary at Gira in ten years’ time, they will certainly be an integral part of the architecture that no-one in our living and working environment would want to do without any more.”
Mark Booth, Managing Director at Gira UK concludes: “To be in a position to offer new corporate branding at a time when some are seen to be observing over acting, is a positive sign of our growth and development. Shortly following the announcement of our new UK premises back in February, I am confident this new brand insight will further shape and grow the company’s propensity to serve this thriving intelligent build market: both in the UK and multinationally.”