Salisbury Rebrand

CAMPAIGN:SALISBURY REBRAND
DELIVERABLES:BRAND BOOK

THE CHALLENGE

Salisbury Group is a mid-sized facilities management group which operates in a market dominated by the big players: Mitie, Spie, G4S to name just a few. The perception of most facilities management companies is negative, known for poor customer service and delivery, with many contracts being won by the lowest cost bidder.

Salisbury Group are different. As a mid-sized operator, they can adopt a more agile approach, focusing on managing customer relationships. This helps them respond more directly to customer needs, so they can deliver a better service.

The challenge for Delineo was to bring this point of difference to life. By developing a compelling brand story and identity, which would give the business a platform to grow in the future.

The team at Delineo played a key part in our successful company rebrand, indeed we worked together in a spirit of partnership throughout the project. They ran a deep insights process into our purpose and points of difference, using workshops, interviews and development sessions. They then helped us to define what makes us different. “This ultimately led to a completely new design for our brand and the way we talk about ourselves as a business. The brand launch was very successful, and we received favourable coverage and comments from our industry media and independent stakeholders. Choosing to work with Delineo was a great decision.
David Tarbuck, Communications and PR Director, Salisbury Group

APPROACH

We used our proven three-sprint brand development process - Discovery – Development - Execution - to recreate the Salisbury Group brand and deliver a brand platform fit for the future.

The Discovery Sprint saw the Delineo strategy team running our brand workshop. This involved exploring the market and gaining an understanding of the competition, customer personas and the business itself, with the end goal of identifying the brand energiser and the brand opportunity.

During the Brand Development Sprint, Delineo’s creative team explored three ‘brand archetypes,’ developing a narrative, visual look and feel, logo and strapline that were tested and refined.

Finally, the Brand Execution Sprint saw the Delineo team refining the brand platform into a brand book to be implemented across the business, from vans and uniforms to tender documents, the website and lead generation activity.

OUTCOME

A standout brand platform – including a new logo, strapline and revamped colourways and typography – gives The Salisbury Group a brand that can be used to great effect right across their customer experience. From acquisition activities, to their everyday world delivering their service.

‘We take it personally’ is a strapline that embodies why Salisbury Group stands out from the rest. It is a brand differentiated by its high-quality service in a market dominated by big players who go to market on their size, scale and breadth of service.

Within the brand story, Salisbury Group now focuses on why they are different. Drawing out their history, and key proof points that support their positioning, to bring to life why they should be considered as a provider of facilities management services.