Recently, a client embarked on an ambitious new branding initiative that delivered results:
Richard Shotton 9 May 2018
When my team reflected what contributed to the success, the following principles stood out.
Advanced planning
An obvious one, but every so often campaign timelines become compromised, deadlines are missed, extra costs creep in and great ideas have to be shelved because there just isn't time.
This campaign was planned well in advance with clear non-negotiable deadlines in place.
Focussed approach
There is always a temptation to include several issues that are on senior management's priority list, but by keeping the focus solely on the new brand – there were no mixed or confusing messages.
Staff first
Internal communications were the initial priority.
By getting the internal teams excited and involved with the new brand, executing the external campaign could build on a solid platform.
The key messages were delivered through a great video.
Delivering the content via video, builds trust, ignites emotions and avoids misinterpretation. The power of delivering content real.
Delivering the message is the last step in the process and relying solely on email, intranet sites and mobile messaging can mean it gets swamped and lost in the clutter of everyday communications.
Video brochures were seen as part of the solution. Each individual could simply open the brochure to watch and absorb the message where and when it suited them with no pop-up ads to distract them.
The video brochures distributed to staff were then collected after the campaign and have been reloaded with content to be used for future new staff inductions.
