Brand modernisation

The society’s brand was tired and falling behind its peers in the market. The rebrand enabled customer segmentation and new niche offerings to be launched, such as Wesleyan for Lawyers.

Their challenges

Whilst Wesleyan had a mature marketing team there was insufficient in-house experience to manage this type of marketing change project. Brand management and controlling large budgets for several agencies, including McCann Erickson increased the project risks.

Our approach

To deal with the organisation’s lack of experience in this area our consultant established a project team structure, providing them with very clear mandates for delivery responsibilities. Governance controls were also put in place for appropriate sign-off for project spending and the approval of deliverables. A business change project plan was created and approved. In addition to managing the marketing change process our consultant advised the Marketing Director on the brand architecture, brand look and feel, brand guidelines and the prioritisation of materials to meet the board’s deadline to rebrand.

Project outputs

• Brand architecture and brand look and feel
• Brand values
• Brand guidelines
• All brand assets
• Tone of voice guidelines
• Internal communications for staff
• Rebrand of printed matter: sales and technical literature, corporate stationery
• Ground-up redesign and branding of internet and intranet sites
• Rebrand and tone of voice change for system generated documents
• Rebrand of the building
• External launch communications
• Pocket guide for staff on the brand values and using the new brands

Outcome

Following the rebrand Wesleyan beat off the competition to become the ‘clear winner’ of the IFS Financial Innovation Award for ‘Most Effective Customer Segmentation Strategy’.