1. Rebranding - The Journey

2. Introduction to Phaidon International What is branding? Phaidon Capital in 2012 The rebranding process Choosing a supplier Measuring success I’ll be covering...

3. Award winning staffing group, proud to deliver excellence to clients across 44 countries, through 8 specialist recruitment brands ABILITY CHARACTER LOYALTY

4. What was the strategic challenge? Own the strategy Create a group structure Maintain individual branding Manage internal stakeholders Golden thread

5. What is brandin g? Images Print Material Logo Website Value s Servic e Reputatio n

6. To me, branding is... How interacting with your company makes people feel...

7. The power of branding

8. ‘Capital’ implied we were investors Confusion internally Complicated legal structure Multiple brand identities No golden thread Phaidon International in 2012

9. Our old image

10. Does your brand image reinforce your personality and service?

11. Our personality

12. The rebrand timeline... Culture Service Reputation 1 Review ROI Performanc e 2 Messaging Service Functionalit y 3 Consumer Online retail Usability 4 Listening Candidate SourcesOnline AuditExternal Research CULTUREPERFORMANC E COMPETITORSOTHER INDUSTRIES

13. Applications Conversion rate Quantity or Quality Leads generated Traffic volume Duration on the website What are the KPI’s? Know your starting point so you can shout about the results!

14. For example

15. The rebrand timeline... Objective Measures Brief agreed 5 Brief Service Reputation 6 Project Plan D/L Setting 7 Stakeholders Communicatio n 8 Agree Objectives Project ManagingDesign & BrandingProject Evolves OBJECTIVESBRIEFCOMMISSIONINVOLVEMENT What does functionality say about your brand?

16. Crucial factors... Design? Functionality? Usability? Future proof for mobile Future marketing requirements Choosing suppliers Look for the best of every industry, not just recruitment!

17. The rebrand timeline... Debugging Adjustments 9 Review ROI Performance 10 Testing LAUNCH BRIEF TESTING

18. ABILITY CHARACTER LOYALTY Enabling exceptional careers

19. ABILITY CHARACTER LOYALTY Enabling exceptional careers

21. Our employees told us: 94% are proud to work for their brand 96.7% understand the Phaidon vision Was it successful? Internal messaging is clear!

22. Phaidon website traffic up 423.80% Group traffic up 94% Visitor duration up17.38% Average ROI £43 : £1 ROI Own websites now deliver ROI 2 nd only to LinkedIn!

23. Objective decided KPIs defined Priorities agreed Detailed brief written Relevant agencies contacted Payment terms work for you Allow contingency time Communicate throughout Your rebrand checklist Good luck with your rebrand!

24. Any Questions?