case studies
Over the last 25 years, the Principals at Brand Blueprint have played a significant role in evolving a number of leading brands in the financial services, consumer, education, healthcare, non-profit, professional services and technology arenas.
Recent Brand Blueprint clients that have utilized our brand strategy, positioning and visual expression expertise to differentiate and grow their businesses include:
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CRYSTAL FINANCIAL
Brand Challenge
In late 2009 Crystal Capital, a finance company that served middle-market companies, received a significant investment by Quantum Strategic Partners Ltd., a private investment fund managed by Soros Fund Management LLC.
Crystal Capital management used the investment in part to refine their business model, update their brand strategy and then express all via a new name, corporate identity, website and marketing materials.
Brand Blueprint was engaged to oversee the brand evolution by interpreting the new business model, strategically advancing the brand, and then developing the positioning and visual expression required to communicate all.
Deliverables
Utilizing a methodology honed after decades of practice, Brand Blueprint took a holistic view of Crystal Capital and then recommended key activities required to meet the company's ambitious goals of reinvention.
An overview of Brand Blueprint activities and deliverables include:
- Developing the brand strategy to evolve Crystal Financial into a new entity
- Creating a new, evolved corporate name – Crystal Financial – that reflected a new, more robust business model
- Developing a customer profile demographically, psychographically and behaviorally
- Articulating an overarching corporate voice to inform all subsequent marketing efforts
- Creating a brand positioning statement to clarify the firm's category, attributes, benefits and differentiation
- Writing key messages to appear on the website and all associated marketing efforts
- Establishing key vocabulary words to use as a shorthand to communicate the corporate story
- Crafting a brand heritage story that artfully linked the firm's long and rich history
- Providing an elevator speech that gets the entire firm speaking the same language
- Evolving the logo to reflect the new corporate name and entity
- Developing creative platforms from which to present Crystal Financial online
- Recommending key imagery to communicate the new entity
- Providing the visual launch pad to reintroduce the firm to the marketplace
Results
Since launching the Crystal Financial brand in April 2010, the firm has introduced a new value proposition, created a new infrastructure, hired several new team members nationally, successfully launched the new company to the market and executed significant new loan transactions.
According to Crystal Financial management, "the market reception to our new company has exceeded our expectations, and we are very encouraged by the level of activity in the market."
