Creating a group brand strategy
The new owners of the Laboursite group wanted to galvanise this group of disparate construction services businesses each of which operated independently and under a different brand. Lyons was asked to devise a new brand strategy that would unite the businesses, both visually and culturally.
After undertaking a review of each business, a new brand architecture was devised. The individual business brand with the strongest perceptions was Wysepower. The new architecture sought to build on these positive perceptions by creating a new umbrella brand, Wysegroup. All other businesses were rebranded as a Wyse family. The new brand better engaged with staff and customers alike, and a new integrated marketing approach which delivered significant new business opportunities and business improvement.