CB Group Brand Strategy
Problem
Lack of clarity in company brands.
For large corporations with multiple divisions, hundreds of employees, and distributed offices and factories, establishing a unified culture of excellence can be challenging. CB Group consists of several strong brands, but the corporation lacked a unified identity and story that could be effectively communicated to the world. As a result, teams operated in silos and oftentimes marketing funds would not be used effectively.
In addition, company leaders wanted empathetic and insightful help to objectively question their assumptions and obtain sincere answers from staff.
Solution
Define the brand story from within.
To address this, we conducted an interactive Brand Situational Analysis and Audit. This helped the company develop their brand strategy, mission, and vision. We also created a visual brand guide to ensure consistent messaging across all platforms, products, and services.
The outcome was a team that could confidently articulate what CB Group is, why it exists, and how it aims to make an impact in the world. Utilizing the brand strategy, we also assisted them in communicating their story externally by developing their website to attract individuals who are passionate about their mission.
Results
Increased Customer and Employee Engagement.
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Morale improved across divisions
As everyone now understands their responsibilities and the reasons behind them.
They have also experienced more streamlined decision-making, from top executives to line staff, as everyone is now guided by the same goals.
Furthermore, they have incorporated their brand strategy into a streamlined recruitment process to ensure that new employees align with their values. This has facilitated the development of marketing communication assets for external messaging.
Their new and engaging, responsive site has resulted in a:
increase in site visits through organic search.
increase in user engagement, and a notable rise in job applications.
