Brand values, SMART goals such as increasing brand awareness by 20% in the next fiscal year, and compiling a collection of imagery showing the business history set a base for outlining a brand-building strategy. The goal here was to take advantage of the existing company IP and reputation whilst setting up contingency plans for anything that might threaten that reputation. This included increasing the transparency and visibility of values in the digital world using social media and website content, and what a crisis plan might look like.

This brand strategy, which serves as the cornerstone of the brand's future, has been instrumental in shaping a comprehensive content strategy. This strategy will not only guide our external communications but also inform our internal interactions, ensuring a consistent and compelling storytelling approach that enhances the customer experience.