Your brand represents who you are, your values, vision and personality. Staying fresh, relevant and tuned in to what you promise to your customers, is more than just changing the logo. It’s a full-scale strategic revamp and when it is done right, a brand refresh is an experience that says “We’re here, we’re current and we’re exactly what you are looking for”.
How do you keep complete control over all the pieces that make up your brand identity? Brand asset management is the answer. Consistent brand messaging and visuals not only enhance branding reputation but also contribute significantly to its growth and profitability. As Forbes reports, a consistent brand across all your platforms can increase your revenue by up to 23%.
This case study explores the branding and asset management journeys of our clients, including a leading esports client, Education giant, Pearson, and a revolutionary Fintech brand, GoHenry, by examining the critical role of a consistent brand experience and the process for implementing updates effectively across all touchpoints.
Unifying Brand Identity: Strengthening Our Esports Client’s Messaging
For our global esports client, we worked with their internal team to have a more standard approach to their email communication. They had previously faced challenges with inconsistency and brand messaging. As the parent brand overseeing several smaller brands each one crafting messages in their own unique style, the brand’s personality took on a few too many “faces.”
This led to a quirky variety of tones and designs that weren’t unified, so customers sometimes got a different vibe depending on the email. It was a bit like hearing from a different “brand” each time! The result? The brand’s impact wasn’t as strong as it could be, with messaging that didn’t always feel like part of the same team.
Now each one has its own distinct look and personality. This update has brought consistency across all customer emails. This approach streamlines brand management by providing a consistent overarching identity while giving each sub-brand the freedom to target its specific audience or market segment.
Rebranding and Brand Asset Management for “GoHenry by Acorns”
Acorns recently acquired GoHenry, rebranding their U.S. division as “GoHenry by Acorns” in a strategic move to merge financial education for kids with Acorns’ family-focused saving and investment solutions. As key partners in this transition, we played a vital role in crafting a cohesive brand experience that integrates the GoHenry identity seamlessly within the Acorns brand family.
The key elements of the acquisition and rebranding included implementing a new brand identity, brand asset management and expanded market reach. We were pleased that GoHenry’s transition into the Acorns brand was seamless, unifying both brands under a consistent and recognisable identity while honouring each brand’s unique strengths. More details on this to come very soon!
Streamlining Pearson’s Branding and Email Consistency for Pearson
For Pearson, the global leader in educational publishing and digital learning solutions, consistent branding across all customer interactions is critical to retaining prestige and resonance with diverse audiences. So, as the team at Pearson approached us for CRM support, we knew we had a very important underlying goal: to reinforce consistency in the Pearson brand via our communications.
We developed a set of standardised email templates that reflect Pearson’s core brand values and visual identity. From student outreach to partner communications, every email now aligns with Pearson’s polished, professional look, reinforcing its credibility and trustworthiness across audiences.
Do you need support with Brand Asset Management?
Looking to make your brand’s look and messaging more consistent? We’re here to help you create a cohesive brand presence across all touchpoints! With our expertise, we can set up a centralised system for your brand assets, craft clear brand guidelines, and design consistent, on-brand templates for everything from emails to presentations. Take a look at some of our other success stories here.
We provide ongoing support with regular brand audits, team training, and adaptable templates, ensuring that your brand remains polished, recognisable, and relevant. Whether you’re navigating a rebrand or just looking to optimise brand asset management, just as we have done for our clients listed above, we have the tools and experience to keep your brand aligned and impactful.
Get in touch with us – we hope to hear from you soon!
