Brand Enhancement
The Barthwell Group helps clients enhance their brands and build more effective relationships with specific, target markets. The deliverable to our clients is an enhanced branding concept with specific messaging which resonates with the desired target markets. The service includes a practical action plan to build / enhance relationships with key persons in the target markets.
The Barthwell Group Approach
Our approach is designed to obtain tangible results. We combine strategic market research which includes assessing impressions of our client’s current brand from the perspective of both internal and external stakeholders and analyzing key areas of interest among our client’s target markets. Because we engage stakeholders in confidential dialogues, we are able to obtain more substantive insights. Our thorough methodology enables us to help clients develop and implement brand enhancement strategies and specific messaging which are effective and sustainable. Once the strategy and messaging have been developed, we assist clients in actually building relationships.
The Barthwell Group Solution for Brand Enhancement:
- Identify the goals and objectives of the brand enhancement strategy
- Conduct a scan to determine the best partners in the target markets
- Analyze the findings to identify alignment between the client and potential partners
- Develop brand enhancement strategies and appropriate messaging
- Design a concept for marketing materials
- Facilitate the building of relationships in the target markets
- Monitor and benchmark the progress
Case Studies
Transforming a HBCU’s Brand to Enhance Student Recruitment
Challenge
A small HBCU needed to enhance its recruitment of high quality students from geographic regions outside of its own. The Client had undergone a transformation during which its academic standards and programs had undergone significant improvement and enrollment had become more selective. The Client wanted to enhance its brand to reflect its improved academic standing as well as the many new opportunities and benefits available to students.
The Barthwell Group Solution
The Barthwell Group engaged stakeholders both internally and externally and developed a new branding mantra which reflected the Client’s ability to establish a culture where excellence and high standards had become the norm. Based on our assessment and interactions with stakeholders, we developed a multi-media presentation which became the basis for a marketing video. We then arranged visits to high performing high schools and hosted VIP receptions for the President and selected faculty members in Detroit, Chicago, and Washington D.C. As a result, the Client received hundreds of applications from high-performing students.
Communicating More Effective Messaging to Enhance Diversity Recruitment for a Branch of the U.S. Military
Challenge
A branch of the U.S. Military was seeking help to articulate a more effective message which would appeal to highly qualified members of underrepresented populations who could become officers. Although the Branch had conducted several training courses in the past, none had produced the desired, tangible results.
The Barthwell Group Solution
The Barthwell Group developed a training program designed to both engage the participants and deliver practical results. The training session provided participants with the tools to develop messaging which would appeal to highly qualified diverse candidates and the opportunity to practice delivery of these messages through role playing. Throughout the training session, we provided tangible examples of how to build relationships with members of these underrepresented populations. We also brought in career development educators from minority-serving institutions, provided feedback, offered advice, and explored potential strategic partnerships.
Enhancing the Brand of a Major Division within a Fortune 500 Company
Challenge
A major division of a Fortune 500 company was not articulating its brand effectively within its company. Other divisions of the corporation were unaware of the important role which the division played in contributing to the overall bottom line and of the complexity of its work.
The Barthwell Group Solution
The Barthwell Group developed a creative and dynamic program to ensure cultural change and a greater focus on strategic objectives. As a part of the program, we engaged members of the Division’s team to develop a video, elevator speech, and other materials, which effectively articulated the Division’s important contributions to the company. These materials were used to communicate the importance of the Division to its employees as well as to stakeholders within the company, but external to the Division. These efforts improved morale and helped to build better relationships between the Division and other divisions in the company. As a direct result of some of these stronger relationships and increased understanding of the Division’s capabilities, the Division became more involved in the business capture process and was able to help establish more competitive bids.
Enhancing a University’s Brand within Corporate America
Challenge
In spite of its accomplishments, a mid-sized university client was not on the radar screen of influential external stakeholders in corporate America.
The Barthwell Group Solution
The Barthwell Group assisted the University in developing a branding strategy which was designed to build corporate relationships. Based on input from the University regarding its centers of excellence and key capabilities, we leveraged our networks and conducted research to identify potential corporate partners. After feedback from the University, we conducted in-depth research to determine possible synergies between the corporations and the University. Through an assessment and focus groups, we facilitated the development of effective branding strategies to appeal to these corporations. Finally, we arranged meetings between the University and the corporations.