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Published byIris Summers Modified over 9 years ago
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Rebranding - The Journey
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Introduction to Phaidon International What is branding? Phaidon Capital in 2012 The rebranding process Choosing a supplier Measuring success I’ll be covering...
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Award winning staffing group, proud to deliver excellence to clients across 44 countries, through 8 specialist recruitment brands ABILITY CHARACTER LOYALTY
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What was the strategic challenge? Own the strategy Create a group structure Maintain individual branding Manage internal stakeholders Golden thread
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What is brandin g? Images Print Material Logo Website Value s Servic e Reputatio n
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To me, branding is... How interacting with your company makes people feel...
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The power of branding
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‘Capital’ implied we were investors Confusion internally Complicated legal structure Multiple brand identities No golden thread Phaidon International in 2012
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Our old image
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Does your brand image reinforce your personality and service?
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Our personality
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The rebrand timeline... Culture Service Reputation 1 Review ROI Performanc e 2 Messaging Service Functionalit y 3 Consumer Online retail Usability 4 Listening Candidate SourcesOnline AuditExternal Research CULTUREPERFORMANC E COMPETITORSOTHER INDUSTRIES
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Applications Conversion rate Quantity or Quality Leads generated Traffic volume Duration on the website What are the KPI’s? Know your starting point so you can shout about the results!
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For example
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The rebrand timeline... Objective Measures Brief agreed 5 Brief Service Reputation 6 Project Plan D/L Setting 7 Stakeholders Communicatio n 8 Agree Objectives Project ManagingDesign & BrandingProject Evolves OBJECTIVESBRIEFCOMMISSIONINVOLVEMENT What does functionality say about your brand?
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Crucial factors... Design? Functionality? Usability? Future proof for mobile Future marketing requirements Choosing suppliers Look for the best of every industry, not just recruitment!
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The rebrand timeline... Debugging Adjustments 9 Review ROI Performance 10 Testing LAUNCH BRIEF TESTING
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ABILITY CHARACTER LOYALTY Enabling exceptional careers
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ABILITY CHARACTER LOYALTY Enabling exceptional careers
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Our employees told us: 94% are proud to work for their brand 96.7% understand the Phaidon vision Was it successful? Internal messaging is clear!
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Phaidon website traffic up 423.80% Group traffic up 94% Visitor duration up17.38% Average ROI £43 : £1 ROI Own websites now deliver ROI 2 nd only to LinkedIn!
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Objective decided KPIs defined Priorities agreed Detailed brief written Relevant agencies contacted Payment terms work for you Allow contingency time Communicate throughout Your rebrand checklist Good luck with your rebrand!
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Any Questions?
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