Helping an innovative scale-up to define their brand value

Challenge:

At the end of 2021, we met Clare Blunt - a business owner specialising in delivering mental health training and coaching. She knew the market for her current offering was becoming increasingly crowded and had recently partnered with another local businesswoman to explore the connection between mental wellbeing and environmental sustainability. Their research uncovered a new challenge facing people in their workplaces and homes - eco-anxiety. This has created a need for businesses to engage more effectively with staff as they emphasise sustainable environmental practices and move towards 'net zero'.

Solution:

Unpacking the problem

When we first started working with Venture Zero, the founding partners had a high-level concept for their offer and had already delivered a small pilot of a new training programme. We ran a series of intensive workshops to unpack the challenge the business wants to solve in the long term. This involved looking at the external factors at play and defining the impact on prospective clients.

“Working with Andy and Harvey at The Pulse Rooms has been a game-changer for our business. They very quickly had an excellent grasp of what we were trying to achieve and understood our vision before we did!”

Claire Thew, Director of Venture Zero

Creating a clear brand value proposition

We mapped the customer needs and then matched these with the products and services offered by Venture Zero. We also identified all of the additional value points associated with the brand, and this formed the basis of the value proposition statement and associated tagline - 'Consciously Connected'. Three core brand pillars underpin the value proposition - collaboration, connection, and community.

Building a visual identity

The next step involved forming the brand's visual identity. The concept's core is the theme of connection, with two interconnecting elements forming the letter 'Z'. This ties into the tagline and highlights the coming together of the founding partners. The abstract leaves within the brand mark also symbolise the two core elements of the brand's offer - improving mental wellbeing and helping businesses to minimise their environmental impact.

Outcomes:

• Developed a brand value proposition statement that matches current customer needs
• Created a brand strategy that gives the founding partners clarity when developing additional products and services
• Designed a visual identity that communicates the brand's core vision - connecting people and creating communities.

“When working with The Pulse Rooms you get so much more than you expect. We thought we needed a logo and a website, but what we actually got was a clear vision and value proposition for the business. This has allowed us to move forward with confidence and clarity.”

Clare Blunt, Director of Venture Zero