When Your Business Moves Forward, Your Brand Needs to Catch Up
How we helped Beansprout Consultancy bring their next chapter to life with an Elite rebrand
Sometimes, a business reaches a point where it knows exactly where it wants to go next, and the challenge is to make sure their brand, website, messaging and marketing all take it in the same direction. Just thinking about getting all that right can be a daunting prospect.
To get a rebrand right and do it well, it’s vital to understand where the business is heading first, and then make sure every part of the new brand reflects that ambition. That’s where we come in, and our recent work with Beansprout Consultancy is a great example of how we can make that rebrand vision a reality.
From general accountancy to a clear sector specialism
Helen, Kevin and the team at Beansprout have invested time this year in reflecting on the future of their business, and their ambition is to sharpen the focus of who they serve, and what they can offer those clients.
One of Beansprout’s unique selling points has always been to offer more than traditional accountancy services: to give business owners clearer understanding about improving their profitability, getting greater financial freedom and building businesses that support the lives they want to lead.
More recently, they’ve developed a much clearer understanding of where they feel their expertise can make the biggest difference, and they have evolved into Beansprout Consultancy, specialising in accountancy and strategy for the construction, trades and built environment sector.
This is a serious strategic shift, and that needs to be reflected across the business and wherever it’s represented. When they made this decision, their existing brand was no longer the right fit for this new focus or target client. They needed a website that speaks directly to these ideal clients, messaging that showcases their deep knowledge and understanding of the sector, photography that reflects them and who they serve, and a marketing plan to support their next stage of growth.
In other words, they needed all the pieces to work together and be delivered together, and that’s what we do at Elite in a Week.
Our concept means you get five specialists together as one coordinated team. For Beansprout, that meant they didn’t have to repeat the same brief five times, compete with other clients, priorities and timescales, and they had certainty from the start that the finished website, photography and messaging would come together for launch on an agreed date.
All they had to do was tell us where they wanted to take the business, and we took care of the rest.
Building the brand around the business's future
Every successful rebrand has to start with questions.
Before we even began thinking about the individual elements, we all convened with Beansprout on a dedicated Strategy Day. In these sessions, we really get under the skin of a business and establish a clear direction.
We explored where the business is heading over the next ten years, who they most want to work with, what challenges they face, and what the brand should communicate. These conversations set the right foundations for all the work that followed.
With the strategy understood, we could make informed decisions about the brand identity, website structure, messaging, photography and marketing. Each element had a clear purpose, rather than being developed in isolation.
From there, we all worked together from our own specialisms to deliver:
- Brand strategy and guidelines to establish a clear, consistent identity and give the business a framework for future communications.
- Website design, structure and copy to explain the offer clearly, speak to the right audience and guide potential clients towards taking action.
- Brand photography that reflects the people behind the business and helps bring its identity to life.
- A marketing plan to support the launch and provide direction for ongoing activity.
The work was delivered in stages over the summer, with clear checkpoints and opportunities for feedback along the way.
Helen and Kevin were fully involved in the big decisions and approvals, without having to manage five separate supplier relationships, and they had Natalie as their single point of contact throughout the process. Then the five of us took responsibility for coordinating our expertise and making sure the different elements came together as a coherent whole.
That’s an important distinction, because we’re not just delivering a collection of branding assets that look different to your old ones – we allow businesses to translate their ambitions for the future into a brand that sums it all up every time they share a post or refer a client to their site.
What changed and what stayed the same
A rebrand should move your business forward without losing the qualities that made it successful in the first place. For Beansprout, the changes were about making its specialist focus much clearer.
We developed the new identity and tone of voice with their construction, trades and built environment audience in mind. The website and messaging have been tailored for reflecting the realities of running a business in this sector, and the marketing plan provides a framework for communicating their new focus and services beyond launch day and into the future.
But it was never the plan to reinvent Beansprout from scratch, and their commitment to straightforward, jargon-free financial support remains an important part of the brand, as does the emphasis on helping clients understand their numbers, improve cashflow, build profitability and grow sustainably. Their human approach to working with clients and all their original business values remain at the heart of the brand.
The difference is that these qualities now sit within a much clearer offering and target audience. That clarity is very important, because now their brand communicates without any doubt who they work with, what they do and what a difference it can make for those clients. That makes it so much easier for the right people to recognise that Beansprout is the business for them, and gives the whole team the tools they need to communicate their message, and refer clients to a website and socials that all do the same.
Is your brand ready for your next stage of growth?
Beansprout’s rebrand began with a vision for the future of the business, and the branding, website, copy, photography and marketing followed from those foundations. We believe that is what makes the difference between a solid rebrand and one that doesn’t reach all its potential.
Maybe your business has grown beyond the audience you originally targeted when you started out. You might have developed new services, entered a new market or realised that your expertise is more specialised than your current brand suggests, or perhaps your business has simply outgrown the identity you created several years ago, and you’re getting ready to hand over to a new generation.
Whatever has prompted you to reconsider your brand, you don’t necessarily need to start again. All you need is to understand what’s changed, and what you want to achieve next, and Elite in a Week can help you develop a rebrand that will get you there.
Your business has a future in mind, so let’s make sure your brand is ready for it.
Read Beansprout’s own blog post about their rebrand and the Elite in a Week experience here: Beansprout Consultancy Rebrand
Find out more about how we work at eliteinaweek.co.uk, or get in touch to talk about where your business is heading and what your brand needs to do next.