"Our company has changed with changes in the marketplace. We rebranded to reflect those changes in our name and brand," she noted. 

 

The company actually turned to its clients to help in the rebranding process, she added. "We interviewed them. We engaged a third-party to conduct the interviews and provide analysis," she said. "The feedback we received about our company from our customers had a direct impact on the rebranding effort."

 

Dollco's employees were also involved in the process. "We wanted to make sure the 'new' Dollco was authentically 'Dollco'. Who better to ask than our most important stakeholders?" she noted. 

 

Along with a new logo, "the rebranding exercise was an effort at refocusing the company on what's important about Dollco," explained Nicholds. "We have a long track record of working closely with customers, addressing their business needs as they change. We wanted our brand to say that more explicitly, thus the tagline 'together'."

 

She added, "Our web-enabled solutions also now play a more significant role in our offering to the marketplace, and we think the new brand reflects that more clearly."

 

Dollco, a family operation for more than 50 years, started as Dominion Loose Leaf Company. Print remains the major driver for Dollco, while 20% of the company’s revenue comes from business services, noted the company's website.