AndWilder Brand Consultancy | London Sussex AndWilder Brand Consultancy | London Sussex
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Black Bear Creative

Uncovering Brand DNA

The Project

To redefine the product and service offer, to reposition the brand and to articulate the brand positioning.

The Background

Black Bear Creative grew out of commercial buy-out in 2017 and has gone on to become a ‘full service’ marketing agency with a difference. Based on a hub solution, the senior team builds personal and enduring client relationships bringing in the best people and partners, with the right skillsets, for each specific project. The small core team is strategically and creatively strong and prides itself on delivering exceptional value, always going the extra mile, and doing everything they do, with love.

The Challenge

Stepping in to guide and facilitate this brand re-positioning project driven by ambitious growth and a strong desire to move the business and the brand on, we worked with the founders to re-define the Black Bear brand’s special difference. Having expanded their offer over time, it was now time to re-focus back on their specialist expertise to put them in the strongest position possible to take advantage of the many commercial opportunities coming their way.

The Solution

Starting by developing an understanding of how the business had come about, we looked at what each Director brought to the agency’s offer and how their experience and personalities had shaped the Black Bear brand over time. We created the ‘founder’s story’, a narrative of why and how the agency started, where the business had been and where it was going, what they stood for and how they did things which we shaped with the Directors themselves. One-to-one client interviews were key in providing a deeper understanding of customer perceptions and in celebrating what the agency was doing well, identifying further growth opportunities and how far the brand could credibly stretch in the future.

During the online brand workshop, we started to articulate the Brand DNA, what made Black Bear Creative special and different. We crafted drafts of Brand Visions and Brand Purposes and finessed the final versions together. We looked at the unique agency culture based on ‘meraki’ and how that would shape all aspects of the brand, from the look and feel and tone of voice to the website and marketing communications.  We also investigated the implications of the brand re-definition on the product offering, agency structure, leadership approach, future structure of the team, roles and responsibilities.

The re-defined brand positioning focused on a warm and authentic tone of voice that was key to the development of a fresh new look an inspiring new website and social media communications.

Working on this project during lockdown and Covid meant that all communications, from Planning Meetings and Stakeholder Interviews to Client Interviews and the half day Brand Workshop, were held via Zoom.