Major Digital is a team set on making a major difference, but a lack of brand foundation led to no purpose and no key point of difference.

With over 10 years in the game providing digital solutions for clients, Major Digital was well-established by the time we met, with a growing team and big ambitions.

The problem they faced was rapid growth without the brand foundations in-place. The result was an undefined purpose, lack of focused direction and no key point of difference, the result was a ‘say yes to any work’ approach that more than kept the lights on, but didn’t light them up.

 

The brief.

To create a distinct and aligned value-based brand blueprint for Major Digital.

Purpose that drives point of difference.

Major Digital was winning work and delivering excellent output every time, the issue was the type of work. Right from the get go they had a passion for solving clients’ problems and doing it in a best-in-class way. However, a lack of brand investment had seen this powerful sentiment lost in the daily delivery of long-term client work.

MD’s ‘say yes to any work’ approach was leaving the team demotivated as they worked on high-churn projects. At a business-level, there was a feeling of being trapped without the ability to head in the direction they wanted to go on. The solution was MD’s first Brand Blueprint, built from within to give clarity on their product, align the team, and shift the business onto the right track through their powerful purpose.

Beyond brief solutions to the toughest digital challenges.

We work collaboratively with problem owners, bringing a relentless focus on ROI and pursuing continuous improvement.

Building the Blueprint, empowering the Brand.

Rather than tell a business what their brand is, our Brand Blueprint process starts within, capturing the thoughts, knowledge, opinions and ambitions of the Major Digital team. This is crucial if a brand is to stand the test of time, it must be true, come from inside and empower employees with feelings of ownership and pride.

Step 1. Reveal

We went within, asking questions and listening to the MD team to extract who, what and why they are. As well as how they do it and where their opportunity lies.

Business benefit: The team is involved in shaping their brand and feel ownership, plus the brand is built on truths that can be upheld, building long-term trust, relationships and reputation.

Step 2. Define and Align

We went within, asking questions and listening to the MD team to extract who, what and why they are. As well as how they do it and where their opportunity lies.

Business benefit: The team is involved in shaping their brand and feel ownership, plus the brand is built on truths that can be upheld, building long-term trust, relationships and reputation.

Step 3. Distill

MD’s service truths, audience needs and the market opportunity clearly outlined.

Business benefit: A brand that is fit for purpose and supports commercial success.

Step 4. Purpose, Mission, Vision, Values

A positioning statement that defined MD’s offering and the benefit, whilst crucially inspiring the team to deliver with clarity and ambition.

Business benefit: You know what makes your business special, and how you’re going to go about achieving those commercial targets.

Step 5. Positioning

All from within MD, linked and powering each other.

Business benefit: Alignment of the team for maximum effort, clarity on where you’re headed and the unique way in which you’ll get there.

Step 6. Essence

Everything MD is about, in one short line. Used as a north star and can become a mantra.

Business benefit: This is about your people, getting them lit-up and feeling purpose in all they do. The outcome is potential unleashed.

A business empowered. People aligned. Growth enabled.

As always with a Brand Blueprint, it must take the form of a document that encapsulates everything a brand is, its personality, products, audience motivations, point of difference, and the way in which it will behave. When we handed this over to Major Digital, it was handing the team themselves, their ambitions and beliefs captured in a brand.

A Brand Blueprint is always a collaboration between us and our client, this is how we ensure it’s fit for purpose, is commercially focused and will power success for the long term.

By Dan Cushing

 

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