Brand identity is key as three Chambers of Commerce converge
Hampshire Chamber of Commerce was born following the convergence between Hampshire’s three existing Chambers: Portsmouth & South East, Southampton & Fareham and North Hampshire, in a move that created one of the UK’s largest and most powerful regional business support and lobbying organisations.
The brief
The requirement was a simple one… on paper
Provide recommendations on:
- A new logo or a re-design/updated of the existing version
- A ‘new look’ design for promotional literature including banner stands, exhibition marketing and all printed material such as corporate stationery
Deliver to internal and external audience:
- The new Hampshire Chamber of Commerce brand
- Newly branded collateral to communicate the organisation’s vision and values to all stakeholders.
Our approach…
Getting to the real brand of Hampshire Chamber of Commerce
Our research showed us that 50% to 80% of mergers fail, many down to poor strategic and financial decisions but a high number down to forgetting the customer and cultural differences between organisations.
Our approach to branding would help Hampshire Chamber of Commerce focus on the customer and their new combined culture.
We wanted to gain input from everyone involved with the Chambers so we ran one of our unique brand workshop which was attended by 60 people, made up of members, management, staff and voluntary directors.
The output from this session was an agreement on a set of brand promises and a brief on how to take the brand identity forward, ensuring it was aligned with the brand promises and the vision. It also focused on what the members (the customers) required and how they saw Hampshire Chamber of Commerce.
There was real energy and passion for Hampshire Chamber of Commerce to grow and to be seen as the group which – by the passionate contribution of all members at all levels – is responsible for making powerful improvements to the way business contributes to the economy in Hampshire.
Professional, committed, passionate & expert
These were the four brand promises agreed at the brand workshop to be adhered to by all staff and members, and to be communicated in the branding and communications.
The brand identity would also match the passionate ambition of the organisation which aims to make powerful improvements to the way business contributes to the economy in Hampshire.
“We’re delighted with the new Hampshire Chamber brand which encapsulates both our heritage and the new modern and collaborative approach we’re taking to support businesses in the region. The process of developing a new brand has also brought the three converging organisations closer together so that we’re united under a single vision and mission.”
Maureen Frost, Director of Hampshire Chamber of Commerce