Bellsure brand strategy and identity

Bellsure is a supplier of architectural products. They approached Valiant to evaluate their brand strategy and identity and help them develop it so it would support and align with their business objectives. There's nothing we love more than reinvigorating a business through its brand.

Overview

The Bellsure Group had a brand identity and structure that confused their business proposition to prospects and existing customers. The company used the group terminology and developed sub brands for different product areas within the business. This created competitive silos or divisions which discouraged cross selling. It also prevented brand awareness and loyalty being built for Bellsure as the product sub-brands were diluting the hierarchy.

There was no doubt that the Bellsure brand needed a rigorous evaluation to be able to create the correct brand structure, clearly communicate the proposition and enable the brand strategy to align with the business plan.

Action

We put together a methodical plan to really understand the business, its strategy, customers and plans. We ran a series of workshops at Bellsure with different stakeholders and employees contributing, to get to the bottom of the company’s vision, mission statement and real values. These sessions were also used to uncover some key differentiators, identify ideal customers and enable us to write positioning statements.