Business Stream: Brand Development
How Business Stream transformed a Scottish utility company
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.
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.
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.
- Brand guidelines and extensionGillespie MacAndrew W.S.
- Actively building a successful...Active Stirling