Hootsuite breaks free from 'sea of sameness' with brand refresh

Social media management space Hootsuite has rebranded itself to assert its deep knowledge of all things social media, as well as encourage other brands to stand out and join the social conversation authentically. To ensure the rebrand effectively connected with, and reflected, its people, Hootsuite built its rebrand activation in-house, leveraging the expertise of its creative, social and functional teams.

The company also collected and incorporated thoughtful feedback from its customers and a diverse array of stakeholders, ensuring the new approach signified the humanity and connection that makes up social.

Tom Keiser, CEO, Hootsuite said that from the time it was established, the company has been driven by its customer's ambitions and aspirations, and for the tools they need to drive their businesses forward. We take our responsibility as advisors and visionaries seriously. After nearly 14 years defining the industry, it was time to rethink our integrated branding strategy to better reflect our position and our direction as the social experts, trusted partners, and joyful mentors. We’re showing the world that Hootsuite doesn’t just ‘get’ social…we are social," he added.

As part of the rebrand, Hootsuite gave its iconic Owly a visual makeover, and appointed it as chief connection officer.

The appointment comes as the brand looks to personify the ethos of its new identity and foster engagement. "Owly will now play a larger role as the friendly, approachable, and expressive guide for brands who are leveraging social," it said. 

Maggie Lower, CMO, Hootsuite said that it knows social rewards bravery and creative courage. “We recognise that tackling the wild world of social can be intimidating, but that’s where we come in—with the education and expertise that comes from being the first and best mover in the space. Together with our customers, we will champion the power of social for good, uplift people, and ignite our customers’ brands and businesses.”

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