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Rebranding - The Journey

Rebranding - The Journey . I’ll be covering. Introduction to Phaidon International What is branding? Phaidon Capital in 2012 The rebranding process Choosing a supplier Measuring success. Award winning staffing group, proud to deliver excellence to clients across

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Rebranding - The Journey

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  1. Rebranding - The Journey

  2. I’ll be covering... Introduction to Phaidon International What is branding? Phaidon Capital in 2012 The rebranding process Choosing a supplier Measuring success

  3. Award winning staffing group, proud to deliver excellence to clients across 44 countries, through 8 specialist recruitment brands ABILITY CHARACTER LOYALTY

  4. What was the strategic challenge? Own the strategy Create a group structure Maintain individual branding Manage internal stakeholders Golden thread

  5. Website Logo Images Reputation What is branding? Print Material Values Service

  6. To me, branding is... How interacting with your company makes people feel...

  7. The power of branding

  8. Phaidon International in 2012 ‘Capital’ implied we were investors Confusion internally Complicated legal structure Multiple brand identities No golden thread

  9. Our old image

  10. Does your brand image reinforce your personality and service?

  11. Our personality

  12. The rebrand timeline... Listening Candidate Sources Online Audit External Research CULTURE PERFORMANCE COMPETITORS OTHER INDUSTRIES

  13. What are the KPI’s? Know your starting point so you can shout about the results! Applications Conversion rate Quantity or Quality Leads generated Traffic volume Duration on the website

  14. For example

  15. What does functionality say about your brand? The rebrand timeline... Agree Objectives Project Managing Design & Branding Project Evolves OBJECTIVES BRIEF COMMISSION INVOLVEMENT

  16. Choosing suppliers Look for the best of every industry, not just recruitment! Crucial factors... Design? Functionality? Usability? Future proof for mobile Future marketing requirements

  17. The rebrand timeline... Testing BRIEF TESTING LAUNCH

  18. Enabling exceptional careers ABILITY CHARACTER LOYALTY

  19. Enabling exceptional careers ABILITY CHARACTER LOYALTY

  20. Was it successful? Internal messaging is clear! Our employees told us: 94% are proud to work for their brand 96.7% understand the Phaidon vision

  21. ROI Own websites now deliver ROI 2nd only to LinkedIn! Phaidon website traffic up 423.80% Group traffic up 94% Visitor duration up17.38% Average ROI £43 : £1

  22. Your rebrand checklist Good luck with your rebrand! Objective decided KPIs defined Priorities agreed Detailed brief written Relevant agencies contacted Payment terms work for you Allow contingency time Communicate throughout

  23. Any Questions?

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