How do you stand out in a crowded marketplace to attract the best clients, who aren’t driven by price alone?
Translation and localisation specialists Albion Languages have been helping international companies with their multilingual communication for over 20 years. Offering much more than simply translating a passage of text from one language into another, the business specialises in consultancy for firms that want to take their international operations to the next level.
In a crowded marketplace, the biggest challenge for Albion was how to position themselves to attract clients that highly value this consultancy, not just those looking for translation at the cheapest price.
In the spring of 2020, during the first Covid lockdown, the leadership team at Albion took the opportunity to review their brand strategy by going through a Discovery session, which led to them engaging Tomango to take the business through a complete branding rethink.
Our brief was to reposition Albion’s brand to reflect its unique value to clients – as innovative, strategic, problem-solvers, not merely translators.
We went through an intensive strategy and briefing process with Albion, digging deeper to thoroughly understand the business. Face-to-face meetings on Zoom proved highly insightful, and enabled us to set about the creative stages with an extremely detailed brief.
The brand development process produced a new graphic device – that signifies successful and joyful communication – confident typography and a bold new colour palette.
The new brand identity was then applied across Albion’s marketing assets; we designed and developed a new fully-responsive website and created new business stationery, a brochure and designs for exhibition giveaways including mugs and tote bags.
The new brand identity positions Albion as a forward-thinking, professional but approachable consultative business, with a strong personality and sense of self.
The new website was launched in November 2020 and Albion started seeing results almost immediately.
Enquiries increased, but what was even more pleasing was the type of enquiry they were getting. More businesses that fitted Albion’s ideal profile were getting in touch; and the feedback about the impact the new brand and website had was outstanding.
Following the launch of the website, Albion commissioned Tomango to work on the next part of its growth – to define a clear Digital Marketing Strategy to take them into a new, post-Covid world.
Working with Tomango on the new brand identity has been a real revelation. As well as creating an exciting new look and impactful website together, we’ve also gained so much clarity in the process about where we want to take the business next.Alistair Binks