“Skillnet” was the name for a national agency dedicated to the facilitation of workforce learning and upskilling in the workplace. But after 19 years the organisation had low brand awareness and penetration within the enterprise. Under a new CEO, we were challenged with how best to position the organisation with key stakeholders including government, professional representational bodies and 60 Networks around the country.
Following an extensive review with stakeholders at all levels of the organisation, Bradley recommended that each of the individual 65 Networks be asked to adopt one common brand identity, replacing the 65 individual network identities, thereby creating brand unity amongst the Networks for the first time.
The key to realising this unification was the preparation of detailed brand guidelines that not only assisted each Network to rebrand but also guided them on how to market their network to their target audience.
Today Skillnet Ireland’s reputation has enhanced twofold and they have increased enterprise participation by 25%. They plan to double in size over the next five years.
‘Undertaking an extensive brand review can be a daunting exercise for any organisation. In Bradley, we found a consulting partner who was sensitive to our needs and the needs of our SME audience. Their professional approach and integrity throughout the process allowed us to fundamentally reposition our brand so that we could better serve the needs of our stakeholders. Throughout the process, Bradley was never phased by the scale or complexity of the task. Their ability to find concessions and generate creative design concepts has re-energised our organisation.”
Paul Healy, Chief Executive – Skillnet Ireland