Coming soon… Diem Legal…
We are excited to announce that Wax Jacket will be known as Diem Legal from July 1st 2017…
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By Zarvin Wildey – Director, Wax Jacket Group Ltd
Wax Jacket has experienced some fantastic growth in the past couple of years. Why would we change the name I hear you cry?
The story of Wax Jacket began from our Norfolk home. Following some inspiration from our chocolate brown Labrador, Buster and weeks of deliberation, the name Wax Jacket was born. Initially, it worked well. Enabling us to build a local client base and trustworthy reputation as a rapid and trustworthy server of court documents…
Gradually, we continued to grow and spread our wings, until we started to get noticed on a nationwide scale. Our services expanded, and as well as process serving we were people tracing, and also providing a range of field agency services. A short time after this we started to feel that our business had outgrown the current identity, despite the fact we were growing. Some phone calls and enquiries with our clients began with a bit of clarification from our end. Subtle hints were appearing that we were not automatically delivering the succinct message to the masses that we desired.
Looking To The Future
The final nail in the coffin for the Wax Jacket brand was at Legalex 2017 – our first visit to a Legal exhibition and a chance to put our brand in front of numerous solicitors, barristers, paralegals and members of the public. Overall, we had a successful show, meeting a lot of existing and potential clients. At our request, We also received some very honest and upfront advice on the brand. It was our aim to get the valuable first impressions from many experts within the industry. Some of the feedback was hard to take, I won’t deny that. However, it was also very important to receive and not be so blinkered into thinking we couldn’t improve. Questions such as ‘are you selling any coats?’ And statements such as ‘it looks like you are a dog charity’ were just a couple of amusing responses. You get the drift!
First Impressions Matter
On a serious note, some of the most common feedback was that the brand gave a very rural and traditional impression. And as a company with process servers in every major city within the UK and state-of-the-art technology at our fingertips, you can see where misalignment existed.
Another major impact on our new name and brand is our ever-increasing online presence. Originally, we would get recommendations from local people and solicitors (we still do) but in addition our enquiries direct from the internet increased.
Never before had the importance of delivering the right message to people wishing to hire our services come under such close scrutiny. It is not unusual for us to receive enquiries from Cambridge one day and Canada the next. The new name and brand is designed to make it easier for people throughout the UK and the rest of the world to resonate with what we do and indeed stand for. You only get one chance to make a first impression, and we were determined to improve our proposition in order to strengthen our position in the future.
Introducing Diem Legal
Diem Legal is here and we will take on this identity from July 1st. In the meantime, we’ll be improving our website for you and roll out a range of new features. The exact same personnel are in place operationally. The difference is, we are now confident that we now own a brand that will not only cater for the current, but continue to expand with the company.
Please allow me to take this opportunity to thank every single client past and present of Wax Jacket and rest assured an identical team will be serving you as Diem Legal. A huge thanks to all of our staff and agents covering the UK. Without you all, we would not be able to take this positive step into the future.
As of July 1st 2017 Wax Jacket will officially become Diem Legal. New website and social media coming very soon.