Brand management is the process of ensuring your promise to your customer matches the reality of the experience they have when they interact with your business.
Although logos and letterheads are important, they are just one part of the complex jigsaw that is your brand.
Whatever kind of business you are in, we will get under the skin of what you are all about and communicate this to your customers in ways that are memorable and meaningful.
Brand management services include:
1 Brand health check – how consistent and effective is your corporate identity? 2 New brand or rebrand – includes market research, concept development and production of core materials and stationery. 3 Brand management strategy – ongoing management of your brand to ensure your customer promise remains relevant and true.
This was a model brand development exercise that followed a process I recommend to all my clients. Taking only a few weeks to complete, it virtually guarantees a successful new brand will be created.
Peninsula Community Health was formed as a community interest company in 2011 after the health services it provides were split off from the Primary Care Trust a year earlier. Although it remained closely tied to the NHS – providing only NHS services – it was no longer part of the NHS and could not use NHS branding. It was a great opportunity to experiment!
First we gathered together a small group of stakeholders including staff, management and patients. We gave them tea and scones and asked them to spend some time with us thinking about what the new company would be like. We avoided names for a while and focussed on what services would be provided, who the customers would be and what words they would want to be associated with. We looked at colours and imagery next and, over a couple more sessions, eventually came to the following conclusions:
1 The name needed to sum up exactly what the company did; nothing ‘weird or wacky’. 2 The colours should mirror or complement NHS colours. 3 The main word everyone agreed was important was ‘caring’. 4 There should be something in there that signifies Cornwall.
From this the design team (Gendall) and I worked through some concepts and proposed several to the group. The clear winner is shown above. The graphic to the left of the name represents a wave – to signify the coastal location – mixed up with a supporting hand shape – to signify caring. The word ‘community’ is in bold to tell everyone that it’s the most important of the three words in the name. And finally the name. Lots of options were discussed but this was the most popular by far. To date, it has served the company well; being used on all literature, the website, staff uniforms and hospital signage.
We specialise in working collaboratively with small to medium-sized companies to help them articulate comprehensive marketing strategies that work.
Focusing on the destination you want to get to, we can work with you to create structured plans to help you get there.
Social media is now a vital part of any customer- or public-facing organisation. We can set you up on a range of platforms including Facebook, Twitter, LinkedIn, Google+, Pinterest, Tumblr, YouTube and more as new channels are developed. Our set-up will include branding your pages and feeds and ensuring these are fully linked to your own website.
If you need on-going management of your sites, we can do that too, or provide you with a simple social media management strategy for your own people to implement.
If your business is often in the news for the wrong reasons, we can manage that for you. Or, if you can’t get into the press, just leave it to us, our excellent relationships with the media mean we’ve got it covered.
Love it or hate it, social media is now a big part of any kind of business.
In this case study, I show how sustained and targeted effort on social media can make a difference to the bottom line.
Over a period of four weeks I worked on the media campaign for the election of a Green Party candidate (Steve Slade) to the St Austell and Newquay seat in the 2015 General Election.
The graph shows the difference I made in terms of his influence on social media which in fact meant he jumped from last place in the 'social election' on rise.global to second, just behind the sitting MP.
From a standing start, and being completely unknown in St Austell, Steve won over 2,400 votes. This is for a candidate and party that have never stood in the constituency before. It was the result of sustained work both on the ground and online. A full report on this campaign is available on request.
People love printed material so whether it’s a small brochure or a 200-page annual report, we can deliver professional, targeted publications that people will read. See below for some great examples.
We write all the copy, working with you, your staff and customers to gather information that’s meaningful for them.
In most cases all the layout and design will be done in-house, but for larger or more design-heavy projects we work with specialist graphic designers to ensure the quality of the finished product is excellent.
Once you brief us, we complete everything from start to finish, leaving you free to run your business.
NHS Cornwall and Isles of Scilly: A4 annual publication. Distributed to general public through various channels.
WMG, University of Warwick: A5 brochure. Perfect bound on heavy satin stock. Spot UV to cover, full colour throughout. Distributed to partners, clients and stakeholders. Designer: Paul Dibbens at Mustard
NHS Kernow Annual Review: An example of the inside of one of my publications.
NHS Cornwall and Isles of Scilly: A4 eight-page quarterly magazine. Stitched on medium matte stock. Circulation 7,000 to GP surgeries, community hospitals, libraries and one-stop-shops plus direct to approx 2,000 subscribers.
Campaigns can take many forms, from marketing campaigns to win new customers to social marketing intended to change behaviour or achieve a social aim.
Our campaigns are creative and tailored to your intended goal and audience. We start with your stated goal; move through the status quo and on to options for achieving the goal. We then agree together the way forward which will inform the basis for the creative work.
Through market research we establish the most likely routes to success, testing out options with you all the way.
Finally the campaign is implemented with progress monitored by us and a final evaluation report provided to you showing the return on investment and indicating next steps.
Below you can check out some campaigns we have designed and run previously.
Contact us if you would like to talk about campaign possibilities.
TLC campaign for NHS Cornwall and Isles of Scilly
Through further research I identified that ‘if only’ meant: ‘if only the doctor had listened to me’ or ‘if only they had asked if I needed help to understand the form’ or ‘if only they had given me a private space to be examined’. The message was loud and clear: patients were not getting the dignity and respect they deserved and expected: one of the cornerstones of the NHS Constitution.
I organised a series of focus groups with patients and staff to find out just what was going on and what needed to be done about it. The main purpose of the groups was to come up with the foundations for a campaign to change behaviour.
Working with design team Gendall we came up with several proposals which were tested out on our audiences to come up with the favourite: TLC.
From there we designed posters, a system of patient feedback that predates the friends and family test, many variations on location branding including customised stickers for ambulances, a town centre promotional tour, media campaign, social media advertising, roadshow and radio advert. For the period of the campaign, and some time after, the whole community seemed to be behind TLC and both staff and patients reported an improvement in their dignity and respect.
It’s possible to spend a great deal of money on setting up a new website or improving an existing site. But for most businesses and organisations there is an easier, and cheaper, way to get a professional result that works.
With CAXTON there are two routes to website success:
Using one of the world’s most popular template website provider, Squarespace, we write all the content and design all the pages, uploading content and launching the site when ready. We usually also arrange domain registration and hosting and set up analytics.
We can add e-commerce to any Squarespace site we design.
Squarespace provides 24/7 technical support on all its sites. You can opt to take on management post-launch or retain us to look after the site for you. This site is designed on Squarespace. Go to their site to see the wide range of templates.
2.Fully bespoke website
If your requirements are more complex and won’t fit with available templates or you would just prefer a fully bespoke service, we will design all pages and write all content, working with a specialist third party provider to build the site from scratch. Hosting will be organised for you.
We can also review your existing site and make recommendations for copy and design changes to bring your site into line with your customers' expectations and to boost your performance in search engines. See our blog about this.
Whatever your needs, get in touch to talk about how we can help.
This Squarespace site has required a lot of third party integrations including a paywall (provided by gopaywall.com) and many interactive elements including beautiful quizzes designed in typeform.com.
The entire site has been built by Caxton including copywriting, branding, integrations and bespoke coding.
Stuart Green Photography
Another example of a Squarespace site, customised for the client.
Modernising an existing site
When your existing site becomes obsolete or hard to manage, we can recreate it quickly and easily, replicating all the parts you love and improving on those you don’t. See the site.
Making websites beautiful
We get to know what your customers want and then deliver it, beautifully and with added functionality. See this site.
This website was large and complex and required extensive engagement with the target audience and stakeholders.
Caxton conducted all the pre-tender engagement including face-to-face events, phone interviews and online surveys; ran the entire tender process and contract managed the provision of content and the design and build of the site.
An example of a commissioned site based on deep engagement with the target audience and a design that was crash-tested by a range of people including people with significant communication difficulties.
Suitable for clients with more complex needs and large sites.