Group Brand Development
Things are changing at Milton Keynes College. With the launch of the new MK College Group, there was a need to unify separate brand entities. At the start, there were three brands:
The development of a Group brand would provide each “go-to-market” brand with the space to focus on student recruitment and education.
It would also allow the Group brand to unify employees across all areas of the organisation, and more importantly, provide a clear overarching strategy and act as the external consolidated voice on key topics, and deliver on their new vision – “to use the power of education to create opportunities, build fairer futures leading to an inclusive society.”
It was vital to engage a range of diverse stakeholders throughout this project. That’s why we ran a series of workshops with leaders, employees, fans (engaged community groups) and employer partners using the collaboration tool Mural – to get input on our brand persona, voice and key messages.
Based on these sessions, we summarised the core proposition for each of the personas. By having alignment on the core messages, we could then tailor the tone of voice for MK College Group that was distinct, consistent but flexible to speak to different audiences.
After a 6-week sprint, we helped MK College Group go from a logo and a vision to a clearly defined brand framework and a clear, bold, purposeful tone of voice.
We commissioned Pink Squid to work with us to deliver our tone of voice approach and principles, which was no easy task! We challenged the team to determine the brand architecture and create a distinct voice to represent our business areas. We have a complex matrix organisation with many stakeholders, so it was great to have a partner to facilitate strategic workshops and provide guidance throughout the process. The result is a tone of voice which links to our organisation’s purpose, clearly and authentically.
Head of Brand and Communications, MK College