Brand guidelines and extension
Gillespie MacAndrew W.S.
Case study
Business Stream: Brand Development
How Business Stream transformed a Scottish utility company
Challenge
Challenge
When the Scottish water market was deregulated in 2008, Scottish Water was required to create a new and distinct retail operation responsible for all Scottish business water and waste water service and billing.
Although remaining a part of Scottish Water and ultimately publically owned through the Scottish Government, the new company needed to be totally independent and standalone. It needed a corporate identity that its customers, stakeholders and employees would respond to and which would demonstrate its positioning as a modern customer centric business.
Response
Response
Any solution with the impact we were looking for needed to take on board the complexity of the market and be grounded on a full understanding of all the issues. Our approach was carefully thought out to ensure we consulted widely before drawing our initial conclusions.
We researched the market and competitors; held one-to-ones and focus groups with customers, employees, directors, stakeholders and the regulator. We then tested our findings with a wide variety of audiences.
We developed the name ‘Business Stream’, a brand identity and a set of five brand values that would reflect the company’s new ethos. We produced brand and tone of voice guidelines together with a full implementation programme across everything from stationery to signage, office interiors to vehicle liveries. Finally, we created a launch event for all staff, supported by a range of promotional material.
Result
Result
The Business Stream brand launch has been an unqualified success both internally and externally. Employee engagement is well above the UK average with 92% of employees having a ‘good understanding’ of what the company is trying to achieve, while 99% are aware of the five key brand values.
Customer satisfaction soared to above 80% and brand awareness increased by 46% in the first 18 months. Industry recognition has resulted in Business Stream winning a series of business and creative awards including marketing effectiveness awards for design and internal communication.
Related
Scotland was the first country in the world to introduce retail competition
into the water market for non-... Read more
-
-
Actively building a successful...Active Stirling
Share this page:
Tweets
Latest views
|
All media is
social – or should be. As in any
conversation, you need to listen as well as speak, and there’s a time and a
place and a tone for... Read more
|
How do you introduce a new set of values to 30,000 employees in 15
languages, across 89 different businesses and 37 countries around the world... Read more
|
|
I won’t stretch the analogy too far, but staff use of social
media in the public sector seems to be following a similarly rocky road to... Read more
|
What are the topics that have
generated the most heat, if not always light, on internal communications forums
over the past year?
Here’s our... Read more
|
