Re-positioning the Business
“I wanted to say thank you. The signs are good and I really believe we are on the verge of taking the business to the next level. Coty gave some great feedback post our meeting in Paris.”
Tony Dennington – MD
The Challenge
Established in 2001 by family members Tony, Dawn, Pam and Ray, Colouration is one of the UK’s leading creative agencies in Print and POS for retail. The team saw there were several opportunities to re-position their brand and grow their business:
- Becoming regarded as an innovator in the sector
- Communicating their creativity
- Expanding into new sectors
- Enhancing relationships with existing clients
- Marketing themselves effectively
They needed help to realise these and turned to insight for help!
The Assignment
From an initial assessment of the business it was clear that a reinvigorated and better articulated brand proposition would improve Colouration’s market presence and performance.
However, it was recommended that this formed one element of a broader transformation program incorporating people cultural change, customer targeting and sector expansion.
The Insight Impact
Initially focused on a strategic brand review, then expanded into a more detailed plan. This gave the Colouration team the opportunity to review and reflect on the suggested elements prior to going into further detail.
insight engaged the team to see the business in a different light and from different angles.
- A detailed assessment of clients, competitors and marketplace opportunities
- Mapping out the vision for the business and the key components
This allowed the team to see their points of difference and move forwards with a consumer focus, to delight their clients.
The Deliverables
All the New Brand elements were encapsulated into a clear concise set of guidelines:
- Reiteration of vision for the business – purpose, mission, values and goals
- Market review of competitors, threats and opportunities
- Internal assessment of key resources and areas for focus
- A fully articulated brand – look, feel, tone, the guidelines, cues and touch points.
- Development and articulation of key priorities and areas to focus on to maximise benefits
- Specific marketing plan and approach developed and planned out