Integration through Brand Identity

The National Trust is one of Britain’s leading brands. As it entered the 21st Century it had questions about what it now meant to its many different customers.

After an extensive process of discussion and consultation, we were asked to provide our unique proprietary Brand Signature service.

This identifies the true essence of the brand based on customer regard. The service also includes elements such as positioning, core needs the brand meets, core values and leading image.

After distilling the research, we presented the National Trust Brand Signature to an extremely positive reaction and created an internal communication tool for integrated marketing communications (IMC).

Marketing staff across the organisation described how inspired and empowered they were. Advertising agencies described it as an enormous help.

Senior management felt that it provided a significant steer to strategy and to improving all customer services and communication.