Case Studies

Manufacturing Advisory Service
– West Midlands

When a new chief executive arrived at the DTIs Manufacturing Advisory Service West Midlands, he selected Leader through competitive tender to deliver a new brand for the organisation.

We started with a series of internal interviews to identify the issues affecting the organisation – chief amongst which was the reluctance of potential clients to engage with ‘yet another Government initiative’, a problem for which we identified a number of causes – dislike of red-tape, a belief that ‘you never get something for nothing’, and a general lack of respect for the organisations which had gone before.

To tackle this mis-perception head on we developed a branding with the issue of trust very much to the fore, adopting a ‘show don’t tell’ approach by turning to a long list of already-happy customers for the delivery of a testimony-based identity.

This approach was selected for its distinctiveness, clarity, effectiveness and longevity.

Having established key phrases and propositions, we supported this with first class photography and graphic design. The identity was rolled out across an entire new suite of marketing materials, from the website to sales collateral and regular communications tools such as a newsletter.

An initial public relations campaign, based around case studies and further testimony, was also put into place for the launch.

The branding has proved a huge success, with the nine DTI regions now looking to the West Midlands as an example of best practice in this field. The brand has continued to evolve over five years, and remains as strong today as it ever was.

After the initial development and launch, the organisation recruited its own in-house marketing team which took on the brand and has continued to work with it to this day. We have supported this team by further developing the website and introducing new email marketing tools.