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HOW TO MAKE THE MOST OF OUR HOW TO GUIDES

These guides represent the gathered wisdom of Darwin. They are a little library for you to visit, dip into, trawl through and generally rummage about in for ideas, experiences and solutions to questions you may have … maybe even solutions to problems you don’t even know you have.

We add to the guides regularly, so keep on dropping in, and dropping us a comment or question or two. We’ll be delighted to hear from you.

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Helping a tired brand reach new heights

Who are they?

Tendring Mental Health Support was founded as a charity in 1976 to work with vulnerable adults in the local area (Tendring) with mental health issues or learning disabilities, to give them a voice, let them know their rights and subtly educate them.

As an organisation their service offerings have changed over that time and they no longer deal only with mental health issues and have since become known as TMHS, as they no longer only serve the Tendring area, but instead they are now Essex wide, and they now primarily provide counseling and advocacy services.

WHAT WAS THE CHALLENGE?

The environment in which TMHS operates has changed dramatically in recent years, and as such change for the organisation had also become inevitable. The organization was facing several issues such as;

1. HAVING NO CLEAR MESSAGE
2. POSITIONING
3. LOW BRAND AWARENESS
4. POOR PERCEPTION
5. NO CLEAR STRATEGY
6. INCREASED COMPETITION
7. AD HOC/INCONSISTENT MARKETING

Overall the TMHS brand did not inspire potential commissioners of health services to overlook the competition and choose TMHS. They didn’t have a tagline that accurately conveyed their brand positioning and what makes them unique. Their brand didn’t stand out and was not well recognised amongst those they wished to target as customers and of the people who did recognise it, their perception was that they were not what they desired. There was very little marketing or brand promotion and what there was, was inconsistent in look, tone of voice and message. Their customer offering was neither clear nor easily understood.

The client recognised that the entire healthcare sector and how it was procured and commissioned had evolved dramatically over the last 40 years, and as such it was time to re-examine the entire organisation and brand identity, to better reflect the more contemporary, dynamic attitude of today and the services they now provided.

It was felt that the established brand name and identity was creating misperceptions within the marketplace: it was slowing the organisation down and did not reflect a forward-thinking organisation forever trying to offer a better, more innovative service.
However, care had to be taken not to compromise the signature caring approach of the organisation, which had earned a strong local reputation for the personal touch as well as open, honest professionalism in every detail.

WHAT HAPPENED NEXT?

TMHS commissioned Darwin Brand Consultants initially to conduct a Brand Audit, to assess TMHS’s current position in the market compared to their competitors, and a review of its effectiveness including;

1. STRENGTHS AND WEAKNESSES
2. UNCOVER INCONSISTENCIES IN HOW CUSTOMERS, EMPLOYEES AND OTHERS VIEW THE ORGANISATION
3. DETERMINE OPPORTUNITIES FOR IMPROVEMENT AND NEW DEVELOPMENTS
4. ESTABLISH A CLEAR OVERVIEW OF THEIR ENTIRE ORGANISATION AND CURRENT STRATEGY

DARWIN’S SOLUTION

The Brand Audit uncovered many current issues and challenges as well as opportunities for the future. We took what we learned in the audit and put in place a brand strategy for achieving TMHS’s desired goals and objectives through brand communications. Key deliverables from the Brand Strategy included;

1. TO DIVERSIFY INTO OTHER SERVICES
2. TO RAISE THEIR BRAND PROFILE – AND CLEARLY COMMUNICATE WHO THEY ARE AND WHAT THEY DO
3. TO BUILD BETTER RELATIONSHIPS WITH COUNCILS, COMMISSIONERS, ETC.
4. TO GAIN RECOGNITION FOR THEIR WORK AND TO MAKE SURE FUNDERS KNOW TMHS DELIVERED
5. INCREASE BRAND AWARENESS
6. ACHIEVE CONSISTENCY IN LOOK, TONE OF VOICE, FEEL AND MESSAGE ACROSS ALL BRAND COMMUNICATIONS

It was agreed that the organisation should be renamed to reflect the current market opportunities. The new name should reflect the brand values and positioning of the organization along with the introduction of a tagline that reinforces the company’s key messages. A new brand logo would then be designed, combining symbols, fonts, colours and overall shape to reflect the organisations brand values and communicate the compelling truths of the brand.

THE END RESULT

The final brand logo that emerged is light, bright, passionate and above all inspirational. It’s clean-cut, open with a Client centred ethos – Supportive, Ethical, Trustworthy, Helpful, Empowering, Reliable, Approachable, Empathy, Caring, Integrity, Conscientious, Compassionate, honesty and Openness are all prized assets of SUMMIT, the new name for the organisation.

Colours were chosen carefully to emphasise the energy and positivity that typifies the organisation, which all help it to stand out in an environment that too readily settles for me-too solutions.

“On behalf of Tendring Mental Health Support, I wish to sincerely thank Vincent and Suzie Bissette of Darwin Brand Consultants for their hard work which has resulted in us having a brilliant new brand identity, incorporating a new brand name, brand logo and tag line under the new brand name of SUMMIT. The thought and advice we received throughout was greatly appreciated by all at TMHS”.

Graham Thornton, Chair of Trustees, TMHS/SUMMIT

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REFRESHINGLY DIFFERENT. AND THAT’S JUST THE CLIENT.

HOW A TINY COMPANY THIRSTING FOR SUCCESS ADDED A BIG INGREDIENT: BRANDING

Out of the blue, or in this case green, we received a call from a small company called TUICE. When we say ‘small’, we mean three university students who have concocted two juices. But their ideas and ambition are big.

With encouragement and support from the University of Loughborough, the students had developed a healthy ‘lifestyle’ drink that not only tastes great but also could help you lose weight and improve your metabolism. “It’s the green tea that does it,” revealed Jerelle Oroko, Tuice Co-Founder.

So far so creative, and there’s an attractive unique selling point in the green tea angle, but what about marketing? The TUICE team had been persuaded it was time to get professional about brand identity: that’s when they got in touch with Darwin Branding Consultancy.

QUIRKY IS DIFFERENT, DIFFERENT IS BETTER, BETTER IS VALUABLE

The drinks, laden with natural fruit juices, are delicious (Apple, Honey & Chocolate, and Lavender, Lychee & Pear since you ask) and the lads’ sheer dynamism and ambition are persuasive factors. All of which helps strengthen the marketing cause.

The sheer quirkiness of the whole set up also possesses a peculiar appeal: here is something original in its inception, background, content and presentation. Quirky can have its pitfalls of course, because nobody can feel 100 percent confident about something they’ve never seen (or drunk) before, but being different can be valuable.

Better still, being different in the marketplace can give you enough traction in peoples’ minds to get your brand established quickly. If you handle it wisely.

We assessed the scale of the opposition in the juices market (think Innocent, for one monster brand out there). The team raised its sights and its game and started considering media beyond Instagram, Tweeting and virtual videos on the TUICE Facebook page.

How can you go anywhere if you don’t know where you are?

We interviewed the TUICE team in our usual manner, to help clarify:
1. THE MOST IMPORTANT GOALS
2. THE UNIQUE DIFFERENCES BETWEEN THE PRODUCT AND ITS RIVALS
3. THE TARGET MARKET
4. THE MARKETPLACE, TRENDS AND CHANGES
5. THE MAJOR ATTRACTIONS FOR CUSTOMERS
6. POTENTIAL PITFALLS AND BARRIERS
7. PRICEPOINTS

Calm consideration generated even more confidence: the admirable but slightly hazy, long-term goal of TUICE being offered in major fast food outlets and supermarkets UK-wide, and becoming a national brand, started to come more into focus.

Together we agreed that the TUICE identity should reflect an artisan approach that is straightforward, relaxed, refreshing and happy (a bit like the lads themselves). A proper brand is taking shape, with a distinctive, relevant look and tone of voice.

“Darwin are amazing! We have built a relationship that shows they really care for their customers. They work to the highest standards and provide a very easy and reliable customer experience. Whenever I need any sort of branding work done or advice, I contact them as soon as possible and would never hesitate to push their services to someone else! ”

Jerelle Okoro, Co-Founder/Creative Director, Tuice

What happens next?
Labelling and packaging will shortly go into production. The TUICE team have gained a clear idea of where they stand in the market, and where they’d like to be in the short, mid and long term. With assistance from their university they continue to pursue their dream. And you know what? They have enough solid brand values to help them make it a reality.

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Branding 7 top tips to make sure your business stands out

Branding and marketing your business is vital no matter what sector or industry your organisation is in. You need to retain your customers, secure new customers and, at the same time, keep them all satisfied.

So here’s our seven top tips to make sure your business stands out.

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How To Cost Branding, Design And Marketing (And Maximise The Value Gained)

When it comes to branding, design and marketing, as with other professional services, you tend to get what you pay for. When looking at estimates for branding, design and marketing services, there are two main differences to consider:

This simple guide will give you a basic understanding.

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How to Hire a Design or Brand Consultancy in 5 Easy Steps

If you are looking to promote your brand, with a view to achieving specific key business objectives such as increasing profits and market share, and you feel you will benefit from hiring in the necessary expertise, then here are five easy steps to help you choose those helping hands more professionally and more efficiently.

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