Positioning a brand for global growth

ELM Group are a multi-national consulting business, based in Stafford. They work in partnership with clients around the globe, creating sales, educational, research and digital solutions in sectors such as pharmaceutical, events and sport.

While the existing brand imagery and positioning had served ELM well since the business was founded, it no longer reflected the current scale and the scope of work they delivered for their clients. It also required a broader international outlook, which better reflected the global reach of their partnerships and also the characteristics of the current client roster.

In order to develop ELM Group’s brand identity, a strategic and comprehensive approach was undertaken. This involved conducting in-depth sector research to understand market trends, motivations and identify key competitors, ensuring the new branding would be unique, resonate with audiences and be relevant.

Stakeholder engagement was crucial, with interviews from internal and external stakeholders providing insights into the company’s core values and culture. This informed the development of a new brand proposition, reflecting ELM’s unique personality and aligning with stakeholder expectations.

A critical component was the design of a sub-brand architecture, ensuring consistency and distinctiveness across ELM’s services.

Lastly, an international tone was integrated into the branding to resonate with ELM’s global clientele, making the brand inclusive and appealing worldwide. This strategic branding overhaul was aimed not just at reflecting ELM’s current stature, but also positioning it for future growth and global relevance.