We’d worked with Namasté Culture to help them reposition their unique training, learning and consultancy offer. But there was still an issue to be resolved, and our initial brand work, helped them discover exactly what it was.
When we say “Namasté” what do you think of?
Yoga. Except Namasté Culture were a learning and development company, looking to support hard-working HR teams in bringing employee wellbeing strategy to the C-Suite.
And their name was a barrier to this. As Jacqui, Director of the Cambridge-based consultancy stated:
“We kept getting feedback from HR professionals that when they were trying to achieve CEO/FD sign off, our name was a disadvantage”
Now that we had a clear brand strategy, it was time to rebrand.
We didn’t start with a new name. Because we’d worked with them to develop their purpose, personality, vision and values, the direction of the business and what it meant for their identity was clear.
Once the brand framework was in place, we spent a 35 minute brainstorm on naming before creating a new brand (visual and verbal) identity to bring to life our chosen name. We worked with two of our favourite creative partners, Blue Scribe (brand writing) and Ardington Creative (on the visual identity) to make sure that we could translate their ownable brand into a brilliant identity and tangible assets that would explain who they are and what they’re about to their key audience – leaders of expert-led, highly technical innovative businesses.
And it worked. As they told us at the end of the project:
“Our name and new identity have fired us up for future changes and further development of the business.”
3 months on, we went back to our clients to find out how their new identity was working for them. They’d been busy developing a new website and a compelling introduction video to add to the assets we’d created – something they’d not been able to do previously because their brand was just not clear enough. And the verdict was still as positive!
“…Loving the brand and we are getting some great comments. Working with you on building our new brand has been a very uplifting experience, and has changed our view on the importance of brand.”
We couldn’t ask for more than that!