Rebrand and repositioning: a new identity for Opus Trust Marketing
The brief_
Opus Trust Marketing (OTM) is a fulfilment house and communications specialist, but their company name didn’t make this clear to their audience market. OTM didn’t have permission to change their name, so they needed to ensure their branding distinctly conveyed their proposition.
OTM asked The Marketing Pod to review their core brand personality, market position and core messages to help them to grow their market share within existing sectors and target new areas of the market.
Our approach_
Pod services used:
Workshops
We devised and ran a series of brand and proposition workshops with the Opus Trust Marketing board. These enabled us to identify the company’s core strengths, innovations, competitive position and key targets.
Analysis
We scrutinised the information we gathered at the workshops and provided our expert recommendations on core elements of the OTM’s brand, their brand personality and their tone of voice.
We ensured the voice of the customer was identified clearly both within the context of the marketplace and OTM’s offerings.
Rebrand
As our recommendations involved some fundamental changes to OTM’s brand personality and position in the market, OTM decided to carry out a full rebrand. We supported them in rebranding by;
Producing a new set of brand guidelines
Creating segmented messaging houses for different customer groups
Reviewing and revising their content in line with the new brand
The results_
We created an entirely new brand for OTM, one that clearly defines their brand personality and customer value proposition, and we supported them in creating a completely new visual identity.
This new brand was then rolled out to the market to help raise the company profile within specific target sectors and better associate OTM’s products, services and activities with the brand.
