To achieve this, the key elements of the Crofts culture needed to be identified, codified and communicated. Crofts leaders also knew the brand needed to modernise and stand for something; that would resonate with new audiences and align with market expectations. During the culture discovery process, it was clear that the business lacked a clear customer value proposition and positioning. This was impacting business development and growth; including recruitment, as there was no ‘Why Crofts’ story for recruiters to engage with and communicate to potential candidates. The existing brand identity and communications were also dated and conservative, lacking energy or distinction; and needed to be enhanced to match the intent and energy the brand projects.
The existing brand identity was refined to better align with the Crofts ethos and deliver on the clear and proactive vision for the business, communicated with relevance and flexibility using a range of audience-specific collateral. Day-to-Day business collateral was also refreshed to create a consistent presentation of the brand, and highlight the Crofts point of difference and value.
The new brand represents the active, shared and entrepreneurial nature of the business, which positively differentiates it from competitors in the sector and sets Crofts up for the next phase of business growth.