Brand development strategy for a new business launch.
Background
A client came to us with an idea for a new business. He needed help with business and brand development and launching the new company.
With an existing business that offered commercial and industrial cleaning services, the new business was based on a technology for testing the cleanliness of surfaces. This proved to be great timing as it was late 2020, with COVID 19 in full swing.
Marketing Services Provided
1. Insight Gathering/Discovery Session
“Insight Driven Marketing” is what we do here at Synthesis.
When we are doing brand development for a client, the first thing we do is sit down and learn as much as we can about the new business. This often has the added advantage of helps the client refine their idea as well.
Our first action with this client was to arrange an initial discovery session.
2. Marketing Strategy
While a marketing strategy is something that is always better late than never, by far the best time to put one together is at the start of a new business.
A comprehensive marketing strategy include all the following and is a great way of refining any idea for a new business.
- Mission
- Vision
- Company objectives
- Marketing objectives
- Brand positioning
- Target markets
- Key marketing messages
- Product/service focus
- Points of difference
- Marketing programmes and action points
When setting up a new business, developing a marketing strategy also provides the core information that informs the development of the business name and logo.
3. Business Name
Using the direction formulated in the strategy, we developed a shortlist of ideas for the business name.
The client took the shortlist and decided the new business was going to be called Hygiene Detectives.
4. Logo Development
Once we knew the name of the new business, we set to work on a logo.
Again, the key marketing messages, product/service focus and points of difference informed the concepts behind the logo.
A series of draft concept logos were developed and discussed with the client. A final logo was developed as a refinement of the concept logos.
5. New Website
With the marketing strategy done, and business name and logo decided on, it was time to put together a website.
The Hygiene Detectives website needed to look clean and modern and provide enough technical detail on the system and technology to sell the service the business was offering.
Developing the website included:
- Design of site structure,
- Writing and SEO of all content
- Sourcing images
- Building the site
- Page layout
- Wider site SEO.
Once the Hygiene Detectives website was launched, the business was all go, and taking bookings from new clients.
