Guild Group was establishing an offshore entity in the Philippines, bringing its existing ‘outsourced offshore’ team into the Guild family. They faced a key challenge of how to transition all employees who currently worked as part of several Guild businesses into the new business and the ongoing attraction and retention of staff. As well as the opportunity, with a fully owned offshoring entity and an experienced team, could they make this business into a profit centre? What sort of brand would support both objectives?
We did desktop research and insights to understand the market both here and in the Philippines. An engagement workshop helped to further understand who the brand would talk to – employees, current clients with Guild and new clients, what was the service proposition, where their points of difference were, and what their vision was. We developed an initial brand platform which outlined the needs and wants of audiences, points of difference, positioning, and personality. We then got further input from employees and reviewed it against their competitors.
Guild Group now has a brand that is clearly defined, has a clear purpose, position against competitors and personality. It’s helping Guild to engage employees, current clients as well as new clients.