BUILDING A BRAND

Siena Red are a UK recruitment company working in the extremely competitive IT arena.

In such a competitive market, they were struggling to differentiate themselves and give the company a competitive edge. Repeat business  was low and the organisation was unable to grow. Loyalty tended to be with individuals rather than the company, which exposed them to a high risk of key people leaving with key clients.

The project began by first identifying and establishing the ‘ownable’ brand values Siena Red offered the market over their competitors, and incorporated those into a strong and recognisable corporate identity.

Once the support tools had been created (website / PDF brochures etc) the project went on to look at loyalty schemes and ways of increasing repeat business through taking better advantage of their CRM system and follow up marketing.

The final phase of the project is to look at lead generation and attracting new business, through cost effective marketing communications, mainly via email and the web.

The project is a good example of including key players in an organisation early, gaining support and creating brand ambassadors, who live and breath the values that they helped to agree and create.