Industry thoughts, sharing great ideas,
snippets and top tips, by Olivia Lane-Nott
Usually when I meet a new client, one of my first questions is: “do you want to be great company, or a desirable brand?”
The answer is often down to these three factors: the business has been built, they are retaining and attracting great people, and have a loyal and trusted customer or client base.
But their brand identity hasn’t moved with them.
It hasn’t evolved to represent where they are, where they are heading, or what they stand for.
1. Take Carter Jonas, the national UK property consultancy.
Since 2009, their turnover had grown from £15 million to £45+ million (impressive especially given the global economic climate).
But their brand identity needed to grow with them.
So with their in-house graphic design & marketing team and creative agency NextBigThing, we went from this…
2. With The Oxford Science Park, change was happening as Magdalen College Oxford, which had owned 50% of the Park, acquired the other 50% to own 100%.
This was a big opportunity for the Park that was established 25 years ago.
So we needed to tell the Park’s story, explain why so many businesses - 65+ with more than 2,400 people - call it home.
Also how its owner, as one of Oxford’s oldest and most famous Colleges with a tradition of academic excellence and entrepreneurship, was going to continue to build it as one of the most influential science, technology and business environments in the UK.
And so with creative agency Impact we went from this…
3. Lastly, I was brought in to help Barwood Capital, a long-established and respected real estate investment and development business.
We soon realised that having made some great hires and delivered excellent returns to investors over their many years in business, that their branding didn’t reflect what they were doing and where they were heading.
We also used the opportunity to consider in the project its sister businesses: Barwood Homes and Barwood Land.
So for all three businesses, with brand strategist Amanda Yensa and design agency Kimpton Creative, we went from this…
To this…bringing in a glow to represent their clever approach to property development and investment and enhancing lives.
So in summary...
Desirability is key when it comes to brand identity.
You can’t make a brand desirable if their business objectives, values and people aren’t operating at that level, offering exquisite service or products.
But you can enhance a brand. You can ensure that it reflects your business and resonates with your target audience.
These businesses are benefitting from having clarified their proposition, defined who they are, what they are, and why they do what they do.
And importantly, what they stand for in terms of who they truly are and what their customers and clients need.
Their new brands now support them, their products, their marketing, and their promise.
Need help with making your brand more desirable?
Olivia Lane-Nott, founder of Spacecraft Consulting, works with many businesses in the high net worth and luxury arena become more desirable, meeting their business objectives, and benefiting their bottom lines.
Having spent more than 16 years helping national and global brands thrive, she acts as your Marketing & Communications Director, working with your in-house teams and becoming an extension of your business for the project’s duration, whilst always keeping things simple.
To find out more, get in touch: firstname.lastname@example.org
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Stories; telling and sharing them with each other. That's what makes the world go round; and Olivia Lane-Nott loves them. Here she shares her thoughts.