Being distinctive, how do you do that?
When you know that you are really different from others, but have no idea how to show that, what do you do? Well, you call GI's strategists and creatives to think along, to hold up a mirror and build an identity that really brings your brand and expertise to life. In a way that solely suits yóur brand.
A strong strategic foundation
If you want to stand out in the market, you have to distinguish yourself. Therefore, it’s important to get to the heart of the matter or, as we like to say at GI: to ask ‘the question behind the question’. We did this with a business strategy session. We researched the market and competition, learned what makes Sparke & Keanes working method so unique, and talked to their employees. What exactly makes this company so different from the rest? In short, we researched their strategic foundation. Building your brand from the bottom up? Then you will be needing a strong base!
Bringing your brand back to its essence
We then started working on the brand strategy. Based on the core values, we determined, among other things, Sparke & Keane's archetype(s) and the different personas they focus on. For example, they provide trainings in lean working and Power BI, they help people grow in their careers, they place (Young) Professionals in interim positions at companies and they also receive assignments from those companies! And although the focus isn’t one-sided, all these things have something in common... Sparke & Keaners are all about action, in all they do. A mentality of ‘don’t linger for too long but go for it!’ However, you can only get away with this if you listen carefully, observe, and ask questions. And though of course the subject matter is interesting, it’s not the most important. Because at Sparke & Keane they have a genuine eye for people. That attention and energy is the essence of the brand, and must be conveyed in the look and feel, at first glance!
A visual & verbal identity that works like a charm
Now, how do you translate that into your communication? For this we developed a new visual identity that showed off both their energy and their guts. Of course, we also kept the company’s purpose and the personas they want to reach in the back of our minds. Together with Not on Paper, we rebuilt the website and rewrote the content in the correct tone of voice, so that everything shows that Sparke & Keane understands its target group and the market. Fortunately, that turned out even better than they thought! Where the website first only served as a source of information and inspiration, it has now become a real crowd pleaser! Feedback from (young) professionals? The bright colors and clear language are bold and that’s really refreshing, especially in this market. In fact, it’s so refreshing that it regularly persuades people to send in an application or subscribe to a training course. By ensuring that everything fits the brand both inside and out, people feel that Sparke & Keane doesn’t just ‘say something’. They are full of energy, ready to act and they give their people and their work their full attention. And that’s something you simply want to be a part of!
