Brand Refresh & Web Build

Context: 

Basildon Business Leaders (BBL) is a prominent networking and advocacy group operating within the 5 towns in the borough. Across Basildon, Billericay, Laindon, Pitsea & Wickford, BBL is instrumental in fostering business growth and community development.

Challenge: 

In late 2023, the group realised the need to better communicate it’s proposition with local business leaders. 

• Outdated Brand Identity: The existing brand identity appeared dated and failed to resonate with Basildon’s new, more diverse, business community.

• Stagnant Membership: Membership numbers had plateaued, and engagement from existing members was waning. 

• Digital Presence: BBL’s digital and social media presence was minimal, affecting its visibility and reach. 

• Perception: There was a perception that BBL was ‘just another business group’.

Approach: 

We began by modernising the brand to appeal to a diverse audience, enhancing the digital footprint with a brand new, member friendly website. Key to the success of the website is a directory listing to make it straightforward for businesses to connect find suppliers locally to satisfy need. 

We needed to shift perception and position BBL as inclusive and supportive of all business types and sizes which resulted in revitalising membership growth and engagement. 

Results:  

The brand refresh of Basildon Business Leaders has successfully achieved its objectives. The modernised brand identity and enhanced digital presence has significantly improved visibility and appeal. Membership growth has been reinvigorated, and member engagement reached new heights. The group has successfully recording the highest number of attendees in constant succession.

Takeaways: 

Modernising Brand Identity: A refreshed brand identity can rejuvenate an organisation’s image and appeal to a broader (or new) audience. 

Digital Presence: A robust digital presence is essential for visibility and engagement in today’s market. Investing in a user-friendly website and effective digital marketing can drive significant growth when executed well. 

Inclusive Approach: Emphasising inclusivity and offering tailored services can attract a diverse membership and foster a vibrant community. 

Continuous Engagement: Regular, relevant engagement through events, content, and member resources enhances satisfaction and retention. 

The brand refresh of Basildon Business Leaders showcases the importance of adapting to market changes and proactively addressing challenges to achieve sustained growth and success.