"Fogg shaped our verbal identity superbly. It isn’t just a strong communication of our proposition but moreover it is a unique voice of who we are!"
Often the obvious needs are over looked in favour of a purely graphic solutions to branding. Fogg were so business focussed and their determination in shaping our value proposition has accelerated and evidenced our market fit, making a real difference to our traction.
Warren Lunt, COO of Everywalk gives an insight to his relationship with Fogg.
As a start-up technology business entering a very competitive retail marketplace with a unique product and proposition the founders of Everywalk understood the importance of building the business on the foundation of a robust brand.
Having a strong brand platform would be essential to ensure they were able to articulate their vision and ideas to key stakeholders, develop the product, communicate with early adopters and protect their market opportunity with a significant barrier to entry.
With an understanding of the value a creative partner would add to the business, Everywalk engaged Fogg early in their journey.
The starting point was to clarify precisely what the founders’ vision for Everywalk was and the opportunity they were seeking to exploit. From here we could work backwards and create robust answers to the following questions:
Why did Everywalk exist?
What is it?
How does it deliver its promise?
How can the brand help to realise the unique market opportunity?
At the simplest level, the answers to these questions formed the basis of all communications moving forward and enabled a precise articulation of the value proposition and product market fit.
We continue to work closely with the business to refine the proposition and how the business engages its various stakeholder groups from its take to market strategy, investor strategy and employer brand.
Being able to articulate and present their opportunity so well the founders were able to engage significant investment into the business and establish partnerships with some of the UK’s best known brands.
The proposition shaped their product and gave the business the focus to achieve product market fit rapidly.
Beyond the customer facing brand the employer brand allowed the business to attract significant talent to the team, an area they business previously considered a risk given the competitiveness of the talent landscape.
With every big vision there are always lots of moving parts. Focus is paramount to successful delivery of the vision and a robust brand platform gives you just that
For those who don’t live and breathe the product do its vital that we can clearly articulate its value in a single sentence
Brand isn’t just an identity. If you get brand right it fuels growth in all aspects of your business whether that be product, sales, marketing, talent acquisition, investment etc