Following a national merger and acquisition, this retailer doubled its footprint in the space of a few months. Coupled with this, the business was dealing with issues of declining frequency and a relatively inactive audience, and sought to define the next stage of their business, product, and services in a strategic and planned way.
The brief was to conceive, validate, and define a brand strategy and development plan for the company across all channels both physical and online. Sharley Consulting was tasked with developing an end-to-end brand and communications strategy with defined audiences spanning market analysis, brand development, and strategy, plus ongoing optimisation.
Sharley Consulting conducted a project planning and discovery workshop to identify existing research and priorities; a deep-dive into market data, consumer sentiment,industry and competitor analysis to understand the market; plus a brand workshop, audit/immersion across touchpoints, and campaign and content testing.
A brand and growth strategy was developed covering value proposition, positioning, value and proof points, personality and tone of voice, visual identity, and communication/content pillars. A framework was also implemented with actionable tactics and tracking processes to ensure current and future marketing and communications reflected the updated brand strategy.
The brand re-launch significantly increased key brand metrics and associations, and repeat visitation increased by 28%. Led by research & insights, new revenue opportunities and emerging customer groups were also identified.