Transforming the Ben Brand

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Our brief: Re-imagine the Ben Brand - the automotive industry’s support service.

The commission followed findings by research undertaken within the automotive industry by Ben, which unveiled that only a third of those surveyed recognised the name Ben and that, out of those who did, only 11% felt that they truly understood the company’s proposition.  It also revealed that the word ‘charity’ had negative undertones, with potential beneficiaries feeling disinclined to turn themselves into ‘charity-cases’ by accepting their help.  They had therefore decided to re-brand as an ‘independent not-for-profit organisation’: a company that supports its patrons when they are in particular need of it.

With so few people recognising the brand and even fewer understanding what it stood for, we helped to change those perceptions and engender the cultural change that would make a new positioning a reality.  The comprehensive brief encompassed all areas of the brand, affecting every conceivable touch-point.  The identity needed to speak appropriately to all those in the automotive industry; whether on the shop floor, the CEO or seeking a retirement home.  It was therefore important for us to ultimately understand all of the points of engagement for the brand.

Consequently, the extensive brief included:

Developing the brand – including a new identity, positioning, visual language, tone of voice and messaging hierarchy
Communication strategy – for internal audiences, industry leaders, influencers and opinion formers
Creating all business and marketing requirements – from stationery, reception design, signage, staff uniforms, staff handbooks to collateral, corporate videos, social marketing and advertising
Developing a responsive website which would be easier to navigate, be more engaging, interactive and work as a fully functioning CRM system
Develop an on-going communications plan targeting the diverse audience base

Matt Percival, our Creative Director commented: “The project was to transform the perception of Ben from a last resort to a first port of call.  It was a fantastic challenge; to encourage a business that was very entrenched in its culture to embrace such a bold change.”

The changes were implemented last month under the direction of Ben’s Marketing & Communications Director, Carol Keller, who says:  “Thus far, we have had the most amazing feedback, both internally and externally, on the delivery of our vision and requirements as an organisation.  We are all really proud of our new digital platform which gives us the presence and tools to really get out there and make a difference.”