Cheshire Brand Development offer a new kind of service which combines skilled content writing with rigorous research and Neuro-Linguistic Programming techniques to create or re-engineer brands across the digital marketplace. Our approach applies discrete traditional skills in new ways. Traditional copywriters and designers lack our depth understanding of business and NLP, limiting their efforts to cosmetic adjustment. Brand engineering is a good description of what we do, as is brand surgery.
An Interesting Test Case
One of our recent jobs involved re-engineering a collections agency’s online presence. They wanted to overcome their ‘hard’ and unsympathetic image in order to contact respectable clients such as banks and legal firms.
First, we undertook detailed research to broaden our understanding of the collections industry. We conducted interviews with key personnel in order to compare the business against its ideal vision of itself. We also attended online seminars hosted by prominent figures in the lending industry in order to understand the latest issues and developments.
In this case, the solution was to emphasise client-lender reconciliation over clamping cars and towing them away. After a thorough rewrite of the company website we focused our efforts on LinkedIn. Business leaders form most of their working relationships on this application and promoting a positive presence there is vital.
We developed a programme of three 800-word LinkedIn articles and five LinkedIn posts a month, mirroring their content in website blog posts and other online media. Pleasing visuals using empathetic quotations from business leaders emphasised the relational aspects of the collections process. We applied NLP techniques such as homophones, emotional massage and social proof to bring LinkedIn readers ‘onside’ and neutralise their instinctive distrust of collections agencies. Monthly themes created a sense of engagement and continuity.
A Decisive and Successful Solution
In a few months, we had multiplied the agency’s connections with their desired clientele by over ten times. No traditional design or copywriting agency could ever have achieved such effective brand re-engineering using traditional media methods.