The Challenge
Create a brand that would reposition the company to serve a new clientele yet still resonate with existing clients. Develop a fresh look for an established brand.
The Solution
Building on the opportunities we uncovered during the BrandMap, we built a comprehensive system with branded support tools. Aligned to their targeted audience, the strategy would highlight the business’ key objectives in a consistent manner.
I had no brand, and there’s a lot of opportunity in my industry to do some really nifty things. So, I thought that the best place to start was to get the idea of what we are and who we are, and then make sure that that follows on every platform that we’re on.
Katie Mellor, CEO
Deliverables
Identity Design
Internal Documents
Print & Digital Advertising
Social Media
Website
Support
Copywriting
Printing
Social Media
Web Development
Begin with
the BrandMap.
Understanding The Client
Creativity starts with a conversation. We build that into the BrandMap process, with a two-hour deep dive into a client’s business, aiming to understand its history, target audiences, and future goals.
Creating a new direction
Through the BrandMap discussion, some key insights were discovered that would lead to a better understanding of the company and its positioning. Seeing evidence in past work led to deeper insights on how to move forward—a passion for an open dialogue and educating clients about insurance. A 30-page BrandMap report captured the results to provide a baseline for future brand decisions.
Positioning the
Brand with meaning.
Developing a new identity
Through the process, Mellor shared that she wanted to respect her family business’s established history yet also move Chris Mellor Insurance into the future with a boutique model and an added focus on a younger generation. She also wanted to embrace her role as female-owned business in the insurance industry.
Positioning the brand around the client conversation and support allowed us to speak to the service that CMIB offers. The new direction needed to reflect the passion for being available for their clients, whether to make a claim or to just chat about a change on their personal horizon.
The icon shape represents a shield + a speech bubble. This supports the theme of “let’s talk about insurance” and the insurance protection, when clients need it most. The top of the icon suggests an “M”. The icon is comprised of two shapes to symbolize the relationship of client to company.
Marketing
to your Audience
Marketing Communications
By identifying the business and creative direction from the start, decisions about everything from design to platform choices became easier because a baseline was already in place. Having a brand guideline also ensures consistency from website to social platform to print materials, which builds client trust.
Under-utilized internal systems would provide the tools to re-engage their current client list, doing outreach that reminds them of renewal, changes in the industry, their policies and how we could be saving on costs.
Transforming
the Digital Presence
The need to be the educator online
Through the BrandMap process, Mellor confirmed that she wanted to actively market to a younger generation. She realized that she’s always been an educator and advisor, and our guidance helped focus her marketing efforts and identified platforms where she could reach her new audiences and build on the reputation of being an educator in the industry.
Getting Social
Establishing your voice online
A social media strategy and platform templates were set up for the client to build out the approach and implement their social strategy to inform and educate her audience.
Working with our team, the client had confidence in the system that allow them to take control of their social marketing and use it to grow the business effectively, while ensuring the stayed on brand.
They laid everything out in a beautiful way, and they take you through the process in great depth. I felt very confident using it.
KATIE MELLOR, CEO
Engaging Your Audience
Reaching your targets
With a new plan in place, guidelines to keep her and her team on track, and graphic content at the ready, sized per platform, Mellor has already started to build her presence and engage with her audience.
Images of key demographics in situations that relate to life moments and services insurance—with family, at home or the cottage, or driving. The new images can also capture reading or reviewing policies and engaging CMIB online and in person.
Looking to grow the company, we ensured the language used would build a brand that attracts the right employees, career-driven and mindful people, who are problem solvers.
Conclusion
The client moved forward with a comprehensive solution, one which answered all her print and digital business needs in a clear and consistent way. This enabled her to reposition the business for growth and better client service. The Brand Map and Brand Trek ensured she was positioned to prosper.
I think that it looks absolutely stellar, and I’m very proud of it. I’m really glad I worked with Sherpa and I would recommend them to anybody, especially those who don’t have any ideas going in. I just put my trust in them and felt really good about it.
Katie Mellor, CEO
Ready to start
your Brand Trek?
Our BrandMap process helps you confirm your business goals and get laser-focused on your audience and strategy. Establishing these baseline decisions from the start avoids costly pivots that come from having to redo creative elements built on a whim. Let Sherpa’s established process help your business get your branding right the first time and build a solid foundation to reach your target audiences.