CB Group: Putting teams on the same page
Problem
Uniting divisions
Establishing a cohesive brand identity that resonates across various business units can be a formidable challenge. CB Group, with its wide array of strong brands and multiple divisions, wanted to do just that, to leverage its group's strategic and marketing resources.
Solution
Define the brand story from within
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Brand Situational Analysis and Audit: First we did a comprehensive review of the existing brand landscape within CB Group. We talked to people across various divisions to uncover critical insights into the opportunities for greater potential alignment.
Crafting the Brand Story: From the insights gathered, we workshopped the development of a cohesive brand strategy, mission, and vision with core teams. This foundational work was crucial in articulating CB Group's identity, purpose, and aspirations.
Visual Brand Guide: To ensure consistency in messaging across all touch points, we created a detailed visual brand guide. This tool became essential in maintaining uniformity in communication, whether for product launches, corporate communications, or digital platforms.
Engaging Digital Presence: Leveraging the newly defined brand strategy, we revamped CB Group's website. The goal was to not only reflect the unified brand identity but also attract individuals passionate about the group's mission and values.
Impact
Increased Customer and Employee Engagement.
Empowered and Engaged Employees: CB Group witnessed a 60% increase in employee engagement. The clear articulation of the group's mission and roles galvanized teams across divisions, fostering a shared sense of purpose and direction. CB Group also uses the brand identity to attract candidates who resonate with the company's values, further strengthening the organizational culture.
Enhanced Digital Engagement: A 48% increase in organic site visits, a 35% boost in user engagement, and a surge in job applications underscore the external appeal of the revitalized brand on the redesigned website.
