Brief

We’re looking to consolidate Speller’s brand story so that they can grow their brand in a consistent way. It’s about taking what Speller already have, and refining it so that we can amplify their message to the people that matter.

In this Brand Story Strategy, we are:

Getting clear on Speller’s vision and mission
So that they know what they stand for and where they’re going.

Consolidating Speller’s value set
So they can build this into the day-to-day of the business and bring the right people along for the ride.

Establish Speller’s Points of Difference
So we can get clear on their messaging.

Understand Speller’s Target Market
So we can help them achieve their goals and find more of them.

Develop a Clear Brand Voice
So we can give the brand a consistent personality.

We’ve used our findings from your brand story questionnaire responses, our live interview session with their team and the client interview process to build this strategy.

Based on what came out in the client (and candidate) interviews, we see no reason to build a separate Brand Story Strategy for the CloudApps brand.

While they’re wanting the branding of CloudApps to sit separately (but alongside) Speller, all of the feedback gathered from the interview process showed that even though the brands might be different in their product offering, the approach with which Speller deliver in each space is the same. This means that the vision, mission, values, points of difference, target market and even brand voice are universal to both brands.

Outcome

Our Key Messaging is designed to engage with them at different stages of their journey with us. These stages are:

Awareness

Speller isn’t like other recruiters

This message should be supported by:

/ Social proof from current candidates

/ A honed process that supports the candidate experience from first point of contact

/ A brand that stands apart from competitors

Action

Partner with Speller to achieve your career goals

This message should be supported by:

/ Transparency and communication during the resourcing and recruitment process

/ A clear process for managing the candidate so they know how it will work

/ Regular contact maintained after placement (through Insights and personal follow up)

Advocacy

Speller support your career.

This message should be supported by:

/ Ongoing training and career development opportunities

/ Regular opportunities for networking (building community)

/ Candidate led mentoring