Clarita Ltd
Brand Development
Background
Clarita is a vendor and implementer of Microsoft ERP and CRM solutions for UK mid-market customers. Clarita is owned and funded entirely by Director Shareholders and has offices in Southampton, Manchester and Gloucester. Clients include Typhoo, Ryvita, The Peverel Group and Gelert Clothing to name but a few .
Business Need
BluEdge had been recommended to Clarita by the Director of the Microsoft Dynamics business at a time when the organisation had recently undergone a management buy-out. The initial requirement was to design and implement a brand identity for Clarita which reflected the company’s value proposition and support it’s ambitious growth plans for the future.
Our Approach
Although Clarita was in effect a new company, due to the management buy-out, it had a number of established and loyal customers who were seen as a key and very important part of the company going forward. The approach we took, therefore, was both collaborative and inclusion. We carried out a brand audit of all existing stakeholders including existing customers, key members of staff, Clarita partners and of course the management team to establish what Clarita wished to be famous for as well as the core values it wished to promote on an ongoing basis. We also carried out competitive analysis and benchmarking as well as running messaging workshops to brainstorm and develop value proposition statements that reflected what the company stood for. This insight was collated and from it a set of recommendations made to the Clarita management team in terms of the brand image which we felt clearly reflected the value proposition, and strengths in the marketplace and a new brand identity was born.
Results
- Through a brand audit, provided Clarita with valuable insight into what it’s various stakeholder groups thought of the organisation.
- Developed a new corporate identity which was implemented across the entire organisation, including a new website, marketing and product collateral and business stationery and provided a platform for the ambitious growth plans of the company.
