Building Brand Clarity: Lessons from Investors and People | E38
Ruta Sudmantaite
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Building Brand Clarity: Lessons from Investors and People
Ever felt like your brand is everywhere, but no one really knows what you do? You're not alone. In our latest episode of Blame it on Marketing, we chatted with Paul Devoy, CEO of Investors in People, about the rollercoaster ride of maintaining and clarifying a brand amidst changing circumstances.
The Unusual Journey of a Government-Created Brand
Paul shared the unique history of Investors in People, a brand birthed by the government. Typically, government-created brands have a short lifespan, but this one has been rocking the scene for over three decades. Launched in 1991 with hefty investments from both the public and private sectors, it quickly became a household name.
"Investing in People is a brand that was actually created by the government... it's been going for over 30 years."
However, like many government initiatives, the funding eventually dried up. Paul took the reins in 2012, right after the financial crash, facing the daunting task of making the brand self-sustaining without any government grants. This period saw a significant disinvestment in the brand, leading to high recognition but dwindling understanding among the public.
From High Recognition to Low Understanding
Despite the brand's pervasive presence—think DVLA letters or NHS trust communications—people's grasp of what Investors in People actually did was waning. Paul highlighted the challenge:
"We've got high recognition, so if you get a letter from the DVLA, you will see our logo... But we haven't had the opportunity... to educate people about what Investors in People actually is and what it actually does."
With the organization no longer under government constraints and generating its own revenue, there's now a golden opportunity to reinvigorate the brand and clarify its mission.
Redefining the Brand Beyond Training
One common misconception is viewing Investors in People as merely a training company. Paul clarified:
"A lot of people think we're like a training company or something like that. So really what we see ourselves as is primarily as a community."
Investors in People positions itself as a community of organizations committed to high standards in people management. It's about cultivating good leadership, positive culture, and continuous staff development—not just training sessions.
Aligning Messaging with Purpose
Paul admitted past struggles with messaging:
"In the past, we've tried to be everything to everybody rather than being confident about who we are and what we stand for."
Now, with clearer branding and focused messaging, Investors in People aims to eliminate dissonance between what the brand represents and what it delivers. This alignment ensures that everyone—from sales teams to practitioners—communicates a unified message.
Don't Just Refresh the Look
When it comes to rebranding, Emma and Ruta from our podcast expressed skepticism about superficial changes like logos and color palettes. Paul's approach resonated with them:
"Instead of a relaunch with a new logo, we focused on being clear and making sure that all our messaging across all of our digital channels reflects our purpose."
He emphasized the importance of substance over aesthetics:
"Focus more on communicating the value of it rather than trying to put a fresh coat of paint on it."
Paul advises against pouring money into flashy rebrands without first ensuring that your messaging is spot-on. Clarity in communication trumps visual tweaks any day.
Trusting Your Marketing Team
A pivotal part of Paul's strategy is the trust he places in his marketing team. He believes that trust is the foundation of effective marketing:
"I start with trust. My job is to support and put the things in place that gives them the best chance of succeeding."
By fostering open and honest conversations, Paul ensures that marketing doesn't operate in a vacuum. This collaborative environment allows for experimentation and innovation without the fear of failure.
Experimentation Over Perfection
Paul shared a valuable lesson from a TED talk about a soap powder manufacturer struggling with nozzle design:
"They just tried 10 different ones. They found the one that worked best and then they replicated it."
The takeaway? Experiment and test. Even if the solution seems unconventional, what matters is that it works. This iterative approach allows brands to discover what truly resonates with their audience.
Advice for Brands Seeking Clarity
For brands grappling with low awareness and understanding, Paul's advice is straightforward:
"Get your messaging right first. Be clear about your purpose and articulate your why."
He stresses the importance of consistent communication across all channels and reaching the right audience with the right message. Instead of chasing brand recognition through expensive campaigns, focus on delivering a clear and compelling narrative about who you are and what you stand for.
Final Thoughts
The journey of Investors in People is a testament to the power of clear branding and trust in your marketing team. By aligning messaging with purpose and embracing experimentation, brands can navigate the complexities of market perception and build lasting relationships with their audience.
So, next time you're tempted to jump on the rebranding bandwagon, take a step back and ask yourself: Is our message clear? Are we communicating our true purpose? Remember, a well-articulated brand can speak volumes without the need for constant visual tweaks.
Want to learn more about building brand clarity? Dive into our podcast episode with Paul Devoy on Blame it on Marketing and discover actionable insights to elevate your brand.
