Five years of change and acquisition meant BCA Marketplace plc (BCA) was crying out for a new brand framework. One that could make their organisational structure more transparent and provide a clear customer offering.
During the discovery phase, we had a lightbulb moment. What if everything was structured around needs, rather than products? Customers would find it much easier to access the information they were looking for – and the content would be much more relatable.
To find out if structuring by need instead of product would work, we held workshops with 20 C-Suite stakeholders from the six main business areas at 10 regional BCA sites. This research helped us create clear brand drivers and a proposition for the business.
The new brand positioning and creative articulation were developed into a series of guidelines and a re-launch video. They were shared with the senior leadership team, then with all staff members at the business’ annual conference to widespread acclaim.