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Creation and Brand Positioning The Enterprise Edge


The Enterprise Edge, formerly Stewart Accounting and Advisory, an accounting practice who ensures accuracy, reliability and innovation.

The client was not happy with their previous branding or how they were presented to the market.  Rather they desired a brand which highlighted their expertise and knowledge and differentiated them from their competitors. 

Furthermore, the client wanted a marketing strategy which would support growth, improve brand awareness and stand above his competitors in a very competitive market place that is accounting. 

MARKETING STRATEGY

The first important step was to complete a marketing analysis.  This process incorporates a complete competitor market research, keyword analysis and google compatibility.  This process allowed us to implement a SWOT analysis to determine how best to position in the market space. 

Secondly, an Owner Personality and Capability audit was completed.  In this process we understand the decision maker's thought processes, identify how best they operate and determine the personality attributes that supports the positioning strategy. 

With this in mind, The Enterprise Edge has a very unique style and flair, minimising traditional accounting language and staid imagery.  Instead the language takes a 'forward' approach, sets an expectation of business behaviour and demands relationship building.

BRAND DESIGN

The imagery has an industrial, aviation and architectural approach, which reflects the client's personal interests.  Also, the client wanted to avoid standard accounting style photos of people, an office and calculators. 

WEBSITE NEW BUILD

The new website is edgy, simply formatted for a positive user experience and designed to support the reader.  Use of abstract imagery is purposeful, aligning with the client's new language. 

As the client wanted to create Expert Matter, the website was extended to allow for downloadable material and lead capturing options. 

The website has the ability to provide automated email and communication campaigns as and when needed. 

This website format is ideal for a business that is desiring a unique or disruptive style that highlights their expertise and knowledge.

SOCIAL MEDIA SUPPORT

Included in the new brand launch was creation of all social media platforms including LinkedIn company page, Facebook company page, Google My business account.  The client agreed to 4 social media posts per week delivered across LI and FB with the intention of brand awareness and database building.  Within a three month period from launch of new business, 31 new clients were gained and increases in followers by 75%. 

EXPERT CONTENT MATTER

The client sponsored a large Qld based industry association which was a business strategic alliance.  Because of this relationship, opportunities were given to provide fortnightly articles for their newsletter.  These articles covered important points regarding accounting and finance recommendations for the readership. 

Also, to elevate the brand, monthly ebooks were created for both the strategic alliance as well as general lead generation. 

Category:

Marketing Strategy and Positioning, New brand design, New website design, Social media support, Communication content creation, External marketing team.

Who did what:

Brand design and graphic content completed by Design Governess
Marketing strategy, positioning, communication, website design, social media support and external marketing team completed by Your Marketing Machines

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