Profile Group
Profile Group is a family of 11 businesses that together form New Zealand’s only integrated aluminium supply chain for window and door solutions.
We provided
- Brand voice and tone
- Brand guidelines
- Purpose, mission and values
Credits
- The Author team
Over the last 50 years they have grown to bring quality architecture and building to every corner of the country, delivering over 25,000,000 units of product to 750,000 New Zealand homes, workplaces and shared spaces.
The challenge
Profile Group was a new public-facing brand, created to represent the integrated supply chain of more familiar brands and businesses that together deliver 50% of the aluminium doors and windows in New Zealand. How to communicate the complexity of what Profile Group stood for, internally and externally, was the challenge.
What they wanted
Profile Group wanted a single source of truth that captured what the brand tangibly stood for, how it came to be, and what it meant to the broader community.
That single source of truth, a detailed brand communication document, would be the basis for consistent internal and external communication across the executive, marketing and communications teams.
The goal was to raise awareness of the brand, internally and externally, and of its rich history as a family-run business, for two reasons:
- To lift the profile of the community and philanthropic work Profile Group does.
- To raise its profile as an employer and drive recruitment for its business units.
How we approached it
With the Profile Group executive team, we workshopped the brand identity, its values and activity, the history it stood for and its family roots, to uncover what it meant to the founder, the business leaders and their business family: the people who made it unique.
What we delivered
A brand identity and communication guidelines that shape what is said and how it is said. The qualitative work was key to building them and to the teams’ buy-in, and we also used quantitative data to make sure what we created would perform in search, which is often overlooked in this sort of work.
The output included:
- Brand voice guidelines
- Tone of voice guidelines
- Purpose and mission statement: the why and the what of Profile Group
- A written unique value proposition
- A business tagline and supporting tagline
- Four business values, and what they mean and how they take shape through language at Profile Group
- Internal and external communication and copy guidelines
- Guidelines in use: examples of how the guidelines should be used, metaphorically and literally
“We engaged Author to help tell our complex brand story. As a group of businesses, we have been on a growth and evolution journey for over 50 years and it was time to distil our story, redefine our identity and explain how our business units fit together on behalf of our more recently formed parent company, Profile Group.
We valued a fresh set of eyes and a perspective removed from our industry. Author led the collaborative project and brought expertise to deliver what we needed. Their understanding of brand and performance marketing was where we saw real value for our business.”
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