Brief
To conduct a diagnostic audit of the WBS Group brand at a time when its datacentre installations arm was growing exponentially in new markets and radically outstripping the more traditional pillars of the business. To act on the audit findings to refresh the company brand, cement new key messaging and establish ways to effectively communicate the datacentre element to international markets. To establish an internal communications framework that would ensure harmony was maintained between the burgeoning newer arm and the mechanical and electrical engineers who risked feeling left behind and undervalued.
Delivery
We conducted extensive research into the global datacentre market and competition and the domestic engineering sector. That work enabled us to present a detailed audit document with our findings and a series of brand and communications recommendations. Our team won WBS Group’s agreement to then evolve the company’s brand identity to better reflect new market and operational realities, including the development of sub-brand identities through which to communicate different aspects of the diverse offering. From there, we devised a 12 month plan of phased internal and external communications activities that includes the ongoing development of a new company website and a closer embrace of digital marketing activities.
Outcome
The WBS Group board were impressed with our clarity of vision and purpose in terms of both internal and external communications strategies, and the new brand concepts presented. Our strategic recommendations were applied to the 12 month activity plan which is being rolled out at present, with the refreshed brand woven throughout a broad range of collateral created to promote all sides of the business more effectively.