What do they do?
Bizpedia are a business networking community for CEOs, director and senior business leaders. Founded in 2013, they now have 11 groups across the south of England with over 120 members. Their unique annual programme of events combines mastermind group elements, spectacular events, and progress reviews using behind-the-scenes data intelligence. It’s far beyond what we might think of in either traditional business networking or the Zoom-fixated modern incarnation of building networks and gaining referrals.
What did they need?
A thorough overhaul of the ideas behind the brand and the messaging that communicated them. Bizpedia’s visual identity is distinctive and well-known, but the language didn’t quite communicate the full mission and value. This was especially important for an innovative brand in a mature sector. It would be very easy for prospects to ASSUME they knew what Bizpedia was all about, but only really see about 50% of the value. The brand update process needed to communicate the full picture.
What did we do?
Phase 1: New brand platform updating the brand positioning and messaging – Our usual process to clarify the audience, their attitudes and beliefs, the problems the brand solves and the barriers to that being accepted. Then the reframing necessary to overcome those barriers, feel salient and define the brand’s key objectives. This resulted in a new proposition, fresh brand messaging and updated tone of voice and content guidelines.
Phase 2: New and updated website and marketing assets – Sufu updated much of the Bizpedia website copy and added content for some new pages to drive home the detail of the proposition more clearly. We also scripted a new introductory brand video, working in partnership with Bizpedia’s video production company. Lastly, we clarified and documented Bizpedia’s lead generation strategy and worked with their designer, Ali Fielder from Bongo Creative, to produce new direct mail assets to be sent out to prospects.
Phase 3: Staff training and consultancy – In order for this work to become truly embedded in Bizpedia’s day-to-day brand language it required those creating social content to become fluent and practiced in using that new voice and vocabulary. Sufu was retained to offer monthly consultancy to Bizpedia’s marketing and business development manager to help him develop the new content themes, writing style and tone that would connect the brand to the audience consistently.
