[THE brief]
BPI looked to strengthen it’s brand presence, with the view to drive greater consumer awareness and a clearer understanding of it’s value proposition across diverse customer segments.
The brief tasked our team to build on their ‘trusted advisor’ heritage, and craft a compelling new brand essence and story with a distinct tone of voice. We were also asked develop a cohesive brand architecture model, better aligned with BPI’s customer segments and business strategy.
[the approach]
The project kicked-off with a comprehensive brand audit and discovery phase, leading with executive interviews, employee discussion groups and a review of the core business strategy. Further external insights were captured through customer focus groups.
Key learnings from key stakeholders and other information sources were synthesized to uncover BPI’s unique strengths and opportunities and set the brand’s strategic blueprint
[the insight]
BPI’s trustworthiness and multi-generational customer base provided a brand foundation. However, their ‘conservative’ emotional brand associations presented challenges.
In a market demanding innovation, both employees and customers sensed a need to modernise the brand and make BPI’s strengths more salient.
Additionally, any updated brand strategy also had to resonate across a diverse consumer base that consisted of corporate institutions and individuals.
[the outcome]
Validated internally and externally with customers, BPI adopted a distinct brand positioning centred around the idea of “Innovating for Generations.”
Supported by set of brand pillars, core values, tone of voice and key messages. provided clear guidance for internal and external communications.
