It informs every decision you make and influences everyone involved with your business. Whether that’s cleaners or CEO’s, customers or corporate partners; it will always have a commercial impact on your business.
Undertaking a rebrand or identity project is a big decision for any organisation, but inevitably it’s something that will be needed at some stage. As well as making sure you look and feel like a true representation of what makes you unique, your brand has the power to provide a strategic guiding light and measurable return on investment.
Finding your place
Your brand can be a catalyst for growth. And that growth can be influenced by a number of factors; perhaps none more so than strategic positioning. Making sure your brand is well-informed and clearly defined will help you identify and own a clear space within the market, with this position influenced by things like your points of difference, customer demands and market conditions.
A strong brand will not only influence how you talk about yourself, it often helps define or refine your proposition. A recent example is our work with insurtech innovators, Send. The London-based insurance platform had seen rapid growth over the past few years, and needed a brand to reflect who they’d become and where they were heading. As part of their BetterBrandBuilder™ journey, the senior leadership team realised the way they were selling and pricing their platform was outdated and not in sync with its potential. As a result, they restructured their product to act as an agile and composable platform while overhauling their pricing model to bring clients transparency, efficiency and a no-waste approach.
Matt McGrillis, CTO at Send, said: “If I’m honest, being techies we were initially apprehensive and probably a little sceptical about investing our time in branding workshops – as it turns out we found the process incredibly structured and insightful.
“Not only from a brand outcome perspective but also because it really helped us focus on how we wanted to sell and market the platform and the components we had built.”