Rebranding: Active Building Control

Active is a specialist building control company. They needed to stand out in a crowded sector.

In the beginning, rebranding wasn’t even on the agenda. Active wanted to achieve faster growth, but weren’t sure how to do it. In a ‘me too’ market, my challenge was to establish stand out with a clear and realistic USP, and drive new business.

By carrying out research with a selection of Active’s clients I revealed that – amongst other things – their value came in proactively finding solutions, rather than simply identifying problems.  They were also thoroughly knowledgeable and well-respected – so the solutions they gave were practical and valuable.

Through establishing what their customers wanted, taking a look at their competitors and understanding their market advantages – and challenges –  it was time to put these new insights to work.

 

Active’s existing logo

 

We were very much leading with marketing strategy and then developing the tactics, which is a joy to do with clients.

To take things forward, it became clear that a rebrand for Active was needed. The current logo just didn’t reflect their approach or values.

For one, the brand needed to demonstrate their dynamic, flexible approach to problem-solving within very tight building regulations. The grid chosen is based on the architectural golden ratio and provides a flexible template that reflects their ethos.

The treatment of the ‘A’ in the logo gets across their solidity and grounded approach. Add a vibrant colour palette and straight talking tone of voice and you get absolute stand-out that has meaning behind it.

 

 

The website also needed to position them better for their target audience, and showcase their services and expertise. And for business development, a carefully developed, but simple 3-stage campaign with potential clients was created. Something with a clever mechanism that stood out from the crowd, got the right messages across, and was easy to manage internally.

 

Behind all the marketing is clear targeting, a defined proposition and measurable objectives. All these enable the tactics to be carefully and correctly chosen.

Putting Active in a brilliant place.

Simple as ABC really.

 

www.activebc.co.uk