Positioning for purpose.
Taking the lead in a stale sector, promoting sustainability and a better service solution
Role: Brand positioning | Value Proposition | Messaging | identity | Creative direction across all marketing mediums
Background
Simply Washrooms, a sanitation and facilities management company, embarked on a transformative journey to become a purpose-driven organisation, a path that inspires others in the industry.
Their goal was to shift their focus towards sustainability, ethical behaviour, and environmental consciousness while targeting clients with similar values. Simply Washrooms recognised the need for change in the industry, both commercially and morally, and aimed to embody these values in its refreshed brand identity. Simply Washrooms had already been actively practising ethical and environmentally conscious approaches and wanted to leverage this to attract like-minded clientele. Revising their brand and messaging framework aimed to place their values at the forefront, enabling them to engage with customers who shared or complimented their values. The sanitation, facilities management, and healthcare sectors have come under scrutiny due to the COVID-19 pandemic.
This presented an opportunity for Simply Washrooms to innovate and differentiate themselves from the competition. They aspired to become an industry disruptor, taking a different approach to sanitation and facilities management.
Deliverables
Brand strategy
Leveraging online tools such as Miro, we facilitated insight-driven collaboration sessions to identify a clear brand proposition that communicated the shift in focus. By gaining a deep understanding of the Simply Washrooms team and their vision for the brand, we ensured alignment in the brand's evolution.
Name & brand persona
A new name was created that captured the essence of CCHQ's repositioned brand. Additionally, a vibrant and engaging tone of voice was defined, ensuring consistency in all brand communications.
Value proposition
A clear and compelling value proposition was crafted to communicate the new market position alongside positioning Simply Wahsrooms to become a B-Corp
Sales materials
To support Simply Washrooms' marketing and sales efforts, we developed presentation assets that effectively communicated their purpose-driven values. These assets helped them articulate their unique approach to clients and stakeholders, positioning them as industry innovators.
Identity
We created a visual representation that reflected the ethos of Simply Washrooms and helped them stand out in the industry. However, we recognised that a brand's values should be communicated through more than just visuals. Therefore, we thoroughly reviewed and reworked their messaging framework to establish a consistent and powerful brand voice that could capitalise on market opportunities.
Brand guidelines
We developed a new and comprehensive brand guidelines that represented Simply Washrooms' values and positioned them as a purpose-driven brand. These guidelines ensured consistent and cohesive brand application across various touchpoints.
Website design & build
The Simply Washrooms website underwent a refresh to align with the brand's new positioning. We revamped the website's design and content to communicate their ethical and sustainable approach clearly. The updated website provided an engaging user experience and showcased their expertise and commitment to sustainability.
Video content
To celebrate B Corp status and further enhance brand recognition, we create an animated video piece to support the milestone, creating excitement and buzz for Simply Washrooms.
See for yourself.
Impact
By transitioning into a purpose-driven brand, Simply Washrooms successfully differentiated themselves in the sanitation and facilities management industry. Their refreshed brand identity, coupled with a clear messaging framework, allowed them to attract clients who shared or valued their ethical and environmental approach.
Simply Washrooms seized the opportunity to innovate and disrupt the industry, positioning themselves as leaders in sustainable and responsible sanitation practices.Their new website, social media presence, and presentation assets effectively communicated their purpose-driven values, driving customer engagement and establishing them as a trusted partner in the industry.
