Bold brand strategy led to transformative success and buy-out
No Alarms. No Surprises. Talent Lab knows how to help your brand ignite conversations with your audience.
Our clients
Over the course of 20 years, Talent Lab has helped a range of companies, from bars to law firms, transport to training companies align their business and brand strategies.
The challenge
Many companies grow organically to a certain size without ever taking the time to find out what has made them successful. At a certain point, the directors feel their market is changing – usually shrinking – or they need to change their approach. Now, they decide, is time for a re-brand! This is when they contact us.
How we helped
One client was typical. Based on the fringes of Spitalfields and Shoreditch, this accountancy practice was very successful. However, some partners were approaching retirement and others felt they should be more dynamic to match the cultural shift and rapid influx of hi-tech companies now making this vibrant part of London their home.
Like all our projects, we started by helping the managing team look objectively at how and why their business had become successful. We conducted thorough research into their primary sectors and closest competitors, while delving deep into the sentiments of the company’s directors (the best brands mix logic and emotions).
We then took the team through a brand strategy development phase so they could understand what they needed to do to take their business to the next level.
This frequently progresses into a comprehensive brand strategy report, empowering our clients to engage with design agencies. At times, we extend our support as their outsourced marketing director, guiding them to find the best agency for their needs. In this instance, we managed the entire process, from recommending an agency to collaborating with them as creative and account director
Key programme steps
- Researching key services and existing sectors to paint them a true picture of the business.
- Running SWOTs into their closest competitors and the new brand’s target sectors.
- Aligning their business ambitions against a SMART set of criteria for the new brand to deliver.
- Agreeing goals and budgets to ensure success was achieved.
Outcome
This was a traditional firm with its roots in Lloyds of London. While our client placed trust in us, the amalgamation of our new brand pitch, resonating with Radiohead lyrics and portraying images of young people taking business in their stride, along with the assurance of fewer tax investigations among their clientele compared to industry standards, did make them nervous. But two significant events unfolded: one, at a business show, where people came to see them as they stood out from the crowd, and another, where a staff member said they never thought they would work for a cool company like this. This demonstrated that talking in a language with values that your audience understands and loves is the secret to a successful brand.
This bold brand also propelled them to successfully sell their business to a larger, international firm.