The Client Aims
As a result of its organic growth, the Charity had a confused brand identity. It had three brand logos and lots of repetition, language styles and mixed messaging about its purpose on its website. The aims were to:
The Brand Marketing Service Engaged
To achieve the aim, the Charity commissioned the work of Lamerton Creative, Mirabilis’ Brand Design Associate, as Lead, combined with the work of Mirabilis’ marketing and communications manager, copywriters and UX experts. Lamerton Creative also introduced into the team a website service to create a new website
Brand Marketing and Design
The Lamerton Creative-Mirabilis Team all hold the same position on Brand Marketing and Design which is: Businesses do not own their brands, their Customers do!
That’s why we employ a customer-centric approach to brand development which involves getting under the skin of a brand and what it means to their customers so that brand images, and marketing copy and collateral resonate with the audience and clients attracted to the purpose. In this case, promoting transformational personal growth and employability through sailing and marine activity.
This was the critical first part of the process, and the most important to get right, as everything else flows from it.
It involved a Lamerton Creative facilitated ‘virtual’ workshop lasting 3 - 4 hours. The Charity’s core team and its Trustees took part. The group was taken through a series of interactive questions and exercises designed to identify the ideas, words and phrases that capture the organisations’ distinctive brand personality. Mirabilis copywriting and UX lead, attended the workshop to capture and match brand language for use in copy development and brand guidelines matching the personality and design.
The result was that the Brand team got under the skin of the client beliefs, purpose, vision, values and personality to:
A big advantage of this workshop-led approach is that it engaged individuals in the brand building process from the very start. Key stakeholders had an important and active role in helping to shape the brand, and a real sense of ‘ownership’ over the final outcome.
Step 2: Brand creation
After the brand workshop, the Brand Designer used the ideas and concepts to interpret them visually. This happened over a 12-day period.
On the design side, this involved creating distinctive and coherent visual identity: Colourways, layouts, design style, a Hero log and two sub-brand logos. This new identity and brand style took its inspiration from real thoughts, beliefs and attitudes gathered at the workshop.
Simultaneously on the language side, the copywriter and UX expert worked to develop the elements of a distinctive brand ‘story’ – the words, phrases and ideas that now underpin all external and internal communications.
The whole process is inclusive, with ideas discussed and decisions made on final direction with the Charity’s leadership team and signed off by the Trustees.
Market Research and Analysis
For this project the research into the market and customer base included:
All this information fed the thinking about how to differentiate the brand.
Persona Development and Customer Journey Mapping
From the market research and workshop, our UX Expert was able to develop personas for marketing to, and in particular to map journeys for each on against the needs of the newly branded and re-created website. The Personas included: Youth, Parents, Delivery and Strategic Partners, Donors, Sponsors, Volunteers and the Charity Commission. The information about all these personas was used to test the website as it was developed for ease of access to information.
Website Design and Development
From the agreed website page layout concept design the site was re-built.
The new website was built on Wordpress with additional functionalities based on our selection of premium plugins for forms, carousel, slider, navigation feature, and SEO optimization. This work involved 3 steps:
Following this, SEO optimisation ensured adequate security and speed optimisation
Taking a strategic marketing approach so that marketing and web copy speaks to the customer and resonates with the brand design identity, we developed the basic elements of the distinctive brand ‘story’ – the words, phrases and ideas that underpin all external and internal communications.
We also included in this contract an ongoing offer of coaching and training and contracted delivery for: