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ICUC

Brand Guidelines + Campaign

HOW THE STORYBRAND FRAMEWORK HELPED ICUC BUILD A BRAND IN THREE WEEKS 

ICUC is a leading social media management agency. With 200+ global and national brands in their portfolio, they've provided community management, content moderation, social listening services, review management and insights services for over 18 years.

Their previous branding didn't match the modern culture of the company or reflect the quality services and experience ICUC customers receive.

Following the completion of a comprehensive brand guideline within three weeks, ICUC was able to develop a new campaign completely ready for launch in record time.

Challenges

Visual Identity

A company like ICUC should have a sleek and clean look, but their brand was dreary and had little consistency. 

Building new messaging into content marketing

The team had just successfully completed a StoryBrand messaging workshop. After developing a new brand messaging framework, they needed to implement it to speak more directly to their newly re-validated Ideal Customer Profiles and Personas.

Scaling consistent content with brand guidelines

ICUC didn’t have a brand guideline, and as a result the company found themselves creating materials on the fly, leaving all branded collateral feeling disjointed and causing mixed messaging.

 

They had a lot of promotional opportunities coming up, so they needed to revamp their brand quickly.

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Goals

Create a consistent and visually engaging brand

ICUC needed a brand that authentically represented the client and allowed them to connect with their Enterprise clients. ICUC needed their new brand messaging and visual identity within three weeks.

Build the framework to scale content

To be able to quickly create effective marketing materials and campaigns, ICUC needed the appropriate tools and templates to provide a consistent brand message and visual identity within the minds of their potential clients.

Creating the Plan

Audit and Competitive Analysis

We worked with the ICUC team to identify content and branding gaps and opportunities.

Connect Messaging with Visual Identity

We connected their message to their visuals, telling an authentic story through color, type, and imagery.

Brand Guidelines

We enabled them for success by building brand guidelines the team could use as a foundation and compass for building future marketing assets.

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Brand Guidelines

Building the brand guidelines gave the ICUC team the one source of truth they needed to create marketing assets with one consistent brand in mind.

With a consistent look, voice, personality, and story, they are able to connect more with their audience of enterprise community managers.

These brand guidelines created a social, modern brand, and enabled a team of digital nomads for marketing success.

RESULTS

Following the completion of a comprehensive brand guideline within three weeks, ICUC was able to develop a new campaign completely ready for launch in record time. Additionally, they have been able to continually create new marketing campaigns that all align with their overall brand messaging and visual identity.

Solutions for content scaling made it easy for them to launch an ABM campaign focused on an account list of 73 accounts. After three months of this campaign, 68 of the accounts are showing engagement, and one account has already been won. The won account has resulted in an additional $243,200 in revenue.

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