Semiya Agency Launches New Website and Expanded Branding Services for Startups

Boutique Branding Agency Semiya Expands Services with New Website and Global Growth Vision.

Boutique branding specialist Semiya Agency unveils a new website and expanded services, helping startups and entrepreneurs build powerful brands and accelerate growth.

Building a successful business is one thing. Building a memorable brand is another entirely. That's where boutique branding specialist Semiya Agency is aiming to make a difference as it unveils a brand-new website and an expanded range of services designed to help startups and entrepreneurs grow with confidence.

After six years of building a strong reputation in the branding sector, Semiya Agency is taking its next step with a broader international focus and a comprehensive suite of brand development solutions tailored to ambitious businesses.

The agency works closely with startups and growing companies, helping transform ideas into recognisable brands through strategic planning, creative design and digital marketing expertise. Its services cover every stage of the branding journey, including brand strategy, naming, logo design, copywriting, web development and SEO content creation.

What makes Semiya Agency stand out is its flexible approach. Businesses can choose individual services or opt for complete branding packages that provide everything needed to launch or reposition a company in the marketplace.

The agency's name is inspired by the Spanish word semilla, meaning seed, reflecting its commitment to helping businesses establish strong foundations and achieve sustainable growth.

Co-founder Sarah Gordon explained to That's Business: "At Semiya Agency, a business becomes a brand, strengthening its roots so that it can flourish. Our multidisciplinary team works with innovative entrepreneurs to instill their brands with clear vision and purpose."

The agency brings together strategists, designers, copywriters and web developers to create tailored solutions for every client. This collaborative approach has already helped businesses across a wide range of industries, from healthcare and technology to fashion and luxury retail.

Among its notable projects are branding and content development for hair restoration company Harklinikken, a full rebrand for healthcare innovator GA Health, and the creation of a luxury identity for babywear brand Dolcetta. Other successful partnerships include technology firm NANUXPC, wellness brand Eboost and luxury fabric startup Spin & Yarn.

Before launching its independent platform, Semiya Agency built an impressive reputation through freelance marketplaces, earning Fiverr Pro Agency status and maintaining a 4.9-star rating across more than 500 completed projects.

Beyond commercial success, the company is also committed to making a positive impact. Semiya Agency donates 1% of its profits to global reforestation charity One Tree Planted and offers substantial discounts to five promising "budding brands" each year, helping entrepreneurs with great ideas but limited resources access professional branding support.

For startups looking to stand out in increasingly competitive markets, Semiya Agency's expanded offering could provide the foundations needed for long-term success.

https://www.semiya.agency

Rhotic Media named in Top 100 UK “elite” SMEs

Rhotic Media, a specialist marketing agency for financial services brands, has been named as one of the UK’s top 100 SMEs in 2026.

To be featured in the Elite Business 100 list (EB100), companies are independently judged to be among the top-performing SMEs in the country in terms of commercial growth, outlook and performance.

Founded in the city of Chelmsford, the county town of Essex, back in 2018, Rhotic Media helps finance firms bring clarity to their positioning and confidence to their communications. 

Its services span strategic advisory, customer media, and customer events, combining sector expertise with creativity and measurable results.

From hundreds of entries across diverse sectors, Rhotic Media was judged to be worthy of inclusion, highlighting its excellence in innovation, growth, and community engagement.

The UK’s top companies making the shortlist will attend the prestigious awards evening on 11 March 2026 in the City of London and will be featured in the EB100 digital guide and online directory, reaching over half a million viewers.

The EB100 rankings cover categories including community engagement, innovation, and growth. These businesses are recognised as exemplars of excellence within the SME community and celebrated for their contributions to a thriving entrepreneurial Britain.

Joe McGrath, founder and CEO of Rhotic Media, told That's Business: "This achievement is a testament to the entire Rhotic team. Building a growing, profitable SME takes relentless focus, constant refinement and a clear vision of where you’re going.

“After nearly eight years, we’ve proven we know what it takes to scale with discipline and ambition. I’m immensely proud of every person who has helped us reach this point, and I’m looking forward to delivering the next stage of our growth together."

This is the fourth year of the competition, with a significantly increased number of applicants.

Judges noted the impressive sales and growth figures, community spirit and engagement, and overall high standard of entries this year.

For more information about Rhotic Media, visit https://rhoticmedia.com.

Why Brand Consistency Matters More Than You Think

What if the colour or logo is wrong? 

A while ago I was involved in a situation that perfectly illustrated why brand consistency is absolutely essential. 

A batch of printed garments had to be trashed. Not because the material was faulty or the printing poor, but because the person who ordered them wasn’t authorised to do so. 

Instead of using the approved logo and designs, they had created their own off-brand version. The result? Dozens of unusable items, wasted time, wasted money, and a branding headache.

It may sound like a small misstep, but it highlighted a bigger truth: when your branding isn’t consistent, your business suffers — whether you’re a sole trader or a major company.

What Brand Consistency Really Is

Brand consistency isn’t just about slapping the same logo on everything. It’s about ensuring that every element of your business reflects the same identity and values. That includes:

Your logo, colours, and fonts

The tone of your marketing materials

The way staff interact with customers

Even how your packaging or uniforms look

When all of these align, your brand becomes instantly recognisable and trustworthy.

Why It’s So Important

Trust and Recognition

Customers buy from brands they know. If your logo, colours, or messaging vary depending on who created them, people start to question whether you’re the same business they trusted last time.

Professionalism

Inconsistent branding makes you look disorganised. A polished, unified identity says that you care about details — and by extension, about your customers.

Efficiency and Cost

As the misprinted garments showed, ignoring brand guidelines can lead directly to wasted money. Clear, consistent branding prevents those mistakes.

Emotional Connection

People form bonds with brands over time. Familiarity makes them feel comfortable and loyal. If your branding keeps shifting, that bond weakens.

Consistency Online Is Just as Critical

It’s not just physical items like uniforms or printed materials that matter — your digital presence is often where customers see you first. Imagine visiting a company’s website that uses one logo, then heading to their Instagram and seeing a different colour scheme or style, and then getting an email written in a completely different tone.

That inconsistency creates confusion. Customers may even wonder if they’re dealing with the same business — or worse, suspect a scam. Online, where competition is fierce and attention spans short, one off-brand social post or mismatched graphic can cost you clicks, conversions, and credibility.

Consistency across your website, social channels, email marketing, and even digital ads ensures:

Customers instantly recognise you, no matter the platform.

Your messaging feels reliable and professional.

You stand out for the right reasons — as a brand with a clear identity, not a scattered one.

How to Protect Your Brand

Develop clear brand guidelines — covering colours, logos, fonts, and tone of voice.

Limit decision-making power to those authorised to approve designs.

Make official assets easy to find so staff don’t need to “make it up” themselves.

Educate your team on why sticking to the guidelines matters.

Audit your online presence regularly to make sure your profiles, images, and content stay on-brand.

Final Branding Thoughts

Consistency isn’t about stifling creativity — it’s about protecting the hard work that went into building your business identity. Whether you’re a start-up or a household name, your brand is one of your greatest assets.

And if you ever wonder whether the rules are worth enforcing, just think of those wasted garments: a stark reminder that brand consistency isn’t a “nice-to-have” — it’s non-negotiable.

When Goodwill Goes Sour: Protecting the Reputation of Food and Drink Brands

Who wrecked the brand?

Reputation is the currency of business, and nowhere is that truer than in the food and drink sector. 

A well-loved brand can take decades to build, yet only days to damage or even wreck.

In a hyper-connected age where consumers expect authenticity and accountability, reputational missteps are amplified—and the fallout can be costly.

Consider the case of Aunt Jemima. For generations, it was a familiar name in American kitchens. Yet its branding, rooted in racial stereotypes, became increasingly untenable in the modern era. 

By the time parent company Quaker Oats acted in 2021, the debate had already cast a long shadow over the brand’s image. The rebrand to Pearl Milling Company was arguably necessary, but the delay demonstrated the risks of clinging too tightly to outdated imagery. 

Perhaps ironically members of the family of the woman behind the Aunt Jemima name and image were highly critical of what they perceived as the corporate decision to wipe their revered family member from history.

Budweiser offers another lesson. A brand once crowned the “King of Beers” found itself at the centre of a culture war after a single marketing collaboration sparked a consumer backlash. 

Sales fell, boycotts spread, and the brand’s dominance was questioned. The misstep revealed how even routine marketing decisions must now be weighed against the potential for political polarisation.

Then there is Cracker Barrel, a US chain with a reputation built on hearty, traditional dining. Its attempt to modernise by introducing plant-based options seemed logical, but the reaction from parts of its loyal base was far from supportive. The brand found itself caught between evolving food trends and customer expectations of tradition.

These cautionary tales highlight a key truth: brand heritage is not a shield against reputational risk. Businesses in the food and drink sector must navigate a fine line between innovation and authenticity, between appealing to new customers and retaining loyal ones.

For leaders and marketers, the lessons are clear:

Monitor cultural shifts and respond before criticism escalates.

Ensure any brand evolution is communicated in a way that aligns with core values.

Balance the desire for growth with the need to protect heritage.

Ensure that those responsible for running company social media accounts truly reflect the core values and identity of the organisation.

Reputation may be intangible, but its impact on sales, loyalty, and long-term survival is anything but. The brands that thrive will be those that treat reputation not as an afterthought but as a strategic asset.

Branding Your Online Shop: A Beginner’s Guide

In a crowded digital marketplace, branding is what sets your shop apart. 

It’s not just about a logo: It’s about the feeling your store gives customers the moment they land on your page. 

Whether you’re on Etsy, Shopify or Amazon, consistent and compelling branding can turn browsers into loyal buyers.

Why Branding Matters

Builds Trust: A cohesive look and feel makes your store appear professional.

Creates Recognition: People remember brands with distinct personalities.

Drives Loyalty: Branding is how you turn one-time buyers into repeat customers.

Key Elements to Focus On

Name: Choose something memorable and easy to spell.

Logo: Invest in a clean, simple design—tools like Canva can help you get started.

Colour Scheme & Fonts: Stick to 2–3 core colours and 1–2 typefaces.

Tone of Voice: Is your shop playful, premium, eco-conscious? Let it show in your copy.

Brand Consistency Is Key

Use your chosen visual and verbal identity across:

Product photos and packaging

Social media

Email newsletters

Customer service replies

Trolling Your Competitors on Social Media: A Bold Strategy or a Potential Branding Backfire?

In the fast, attention-hungry world of social media, brands are constantly looking for ways to stand out. 

One of the most controversial, and often entertaining, tactics? Trolling competitors. 

From cheeky digs to full-blown social media feuds, this approach can skyrocket a brand’s visibility and engage audiences like few other strategies can. But is it all just fun and games, or is there a fine line between bold and belligerent?

Let’s unpack why trolling your competitors can work—and why it can also go spectacularly wrong.

Why Trolling Works: The Upside of Brand Banter

1. It Grabs Attention

In a sea of safe, samey content, a sharp-witted jab at a rival can break through the noise. Brands like Wendy’s, Ryanair, and Aldi have all gained huge followings with no-nonsense clapbacks and quick-fire responses that show personality.

2. It Humanises Your Brand

People don’t connect with corporate jargon—they connect with personality. Trolling, when done with humour and relevance, can make a brand feel more like a mate than a megacorp. It’s playful, reactive, and speaks the language of the internet.

3. It Builds Community

Good-natured roasting invites audiences to join in the fun. Whether they’re picking sides in a spat or sharing memes, social media users love being part of a cultural moment—and that means more visibility, engagement, and ultimately, reach.

4. It Shows Confidence

A bold brand is a memorable brand. Trolling a competitor, when handled correctly, signals that you’re confident enough in your own offering to poke a little fun. That swagger can be magnetic, especially for younger, digital-native audiences.

The Risks: When Trolling Turns Toxic

1. It Can Alienate Potential Customers

Not everyone appreciates sarcasm or shade—especially if the humour seems mean-spirited or out of place. What’s funny to one audience may feel petty, aggressive, or even bullying to another. That’s a fast way to lose trust.

2. It Can Backfire Publicly

There’s always a chance that a clever troll attempt could fall flat or be perceived as tone-deaf. If a brand punches down, gets the facts wrong, or misjudges the mood, social media won’t hesitate to point it out—and the backlash can be swift.

3. It Can Escalate Into a PR Nightmare

Start a war of words with a competitor, and you might not like how they respond. Worse still, you might encourage your own followers to behave badly, leading to toxic comment sections and headlines you didn’t plan for.

4. It Distracts From Core Messaging

If your entire persona is built around taking jabs at competitors, you risk becoming known more for your sass than your service. Over time, that can dilute your brand's actual value proposition and confuse your message.

Striking the Balance: Strategic Snark vs Social Sabotage

So, should your brand troll its competitors? Possibly—but with caution.

Here’s how to do it right:

Punch Up, Not Down: Aim your humour at those on a similar level or larger, never at small businesses or individuals.

Stay On Brand: Make sure your tone aligns with your overall brand voice. If you’re usually calm and professional, a sudden snarky tweet might feel jarring.

Focus on Value: Use banter as a gateway to highlight your strengths. A joke is great—if it ultimately leads people back to why you’re the better choice.

Know When to Walk Away: Don’t get caught in endless tit-for-tat threads. Be memorable, not maniacal.

Conclusion: Risky Business, High Reward

Trolling competitors can be a powerful way to boost engagement, showcase brand personality, and spark conversation. But it’s not a strategy for the faint of heart—or for brands without a clear plan. Approach it with creativity, care, and a good dose of emotional intelligence, and you might just earn yourself a spot in the social media hall of fame.

Or, at the very least, a few thousand retweets.

To conclude, recent research into the phenomenon of Troll Marketing by Mathieu Beal and Ivan Guitart, both Professors of Marketing at emlyon business school, with colleague Charlotte Lecuyer from the  University of Auvergne has raised some interesting concerns.

“Brands are no longer just interacting with customers on social media; brands are finding themselves engaging with competitor content.” Says Professor Beal. 

“One of the most famous examples of this approach was in 2018, when Wendy’s fired off a witty, aggressive tweet mocking McDonald’s fresh beef campaign. 

"This resulted in over 180,000 likes, more than 22 times the amount of likes on the initial McDonalds post. 

"This viral moment highlights how brands can use humour to boost visibility and outperform even the biggest names in their industry.”

The researchers strongly recommends managers favour affiliative humour as the safest strategy and warn social media managers against aggressive humour in an inappropriate context, as it can easily turn into a bad buzz and turn against them.

The findings show trolling works best when targeting direct competitors in a way that feels playful rather than malicious. Brands with a strong market position can take greater risks, while smaller brands should focus on friendly, affiliative humour.

Navigating the Marketing Maze: Common Errors and How to Avoid Them

In the fast-moving world of marketing, staying ahead of the curve is absolutely vital for success. 

However, even the most seasoned marketers can fall prey to common pitfalls that hinder their efforts. In this blog post, we'll explore some of the most prevalent marketing errors and provide valuable insights on how to steer clear of them.

Neglecting Target Audience Research:

One of the cardinal sins in marketing is overlooking the importance of understanding your target audience. Failing to conduct thorough research can lead to misguided campaigns that miss the mark. To avoid this error, invest time and resources in comprehensive market research. Identify your audience's needs, preferences, and pain points, ensuring your marketing efforts resonate with them.

Inconsistent Branding:

Inconsistency in branding can dilute your message and confuse consumers. Ensure a cohesive brand image across all channels, from social media to traditional advertising. Develop brand guidelines to maintain consistency in visual elements, tone, and messaging. A unified brand presence builds trust and enhances recognition.

Overlooking the Power of Content:

Content is king, and neglecting its importance is a major marketing error. Whether it's blog posts, videos, or social media updates, quality content engages your audience and establishes your expertise. Create content that addresses your audience's needs, provides value, and fosters a connection. Regularly update your content strategy to stay relevant and competitive.

Ignoring Social Media Engagement:

Social media is an invaluable tool for connecting with your audience, yet many businesses make the mistake of merely broadcasting messages rather than engaging in meaningful conversations. Respond promptly to comments and messages, encourage user-generated content, and actively participate in relevant discussions. Social media is a two-way street that can enhance brand loyalty and drive conversions when used effectively.

Marketing videos: 

Over-use of the same stock images and stock video shots that everyone else uses and also backed by the same piece of probably inappropriate music that some video producers use on all of the videos they produce for their different clients can really dilute or even destroy your message. Make sure your video content is on point, fresh, relevant and original. It might be worth considering creating your own marketing videos.

Neglecting Mobile Optimisation:

In an era where mobile usage is ubiquitous, neglecting mobile optimization is a serious marketing error. Ensure that your website, emails, and content are mobile-friendly to provide a seamless experience for users across devices. Google's emphasis on mobile-first indexing makes this optimization crucial for search engine visibility.

Overlooking Analytics:

Failure to track and analyse marketing metrics can hinder your ability to measure success and make informed decisions. Utilize analytics tools to monitor key performance indicators (KPIs) such as website traffic, conversion rates, and social media engagement. Regularly review your analytics to identify trends, assess campaign effectiveness, and adjust strategies accordingly.

Avoiding common marketing errors requires a proactive and strategic approach. By conducting thorough audience research, maintaining consistent branding, prioritizing quality content, engaging effectively on social media, optimizing for mobile, and leveraging analytics, you can navigate the marketing maze with confidence. Keep these insights in mind to enhance the effectiveness of your marketing efforts and stay ahead in the ever-evolving landscape of digital promotion.

A British branding agency invents a revolutionary naming strategy that could change brand names forever

Fruiting League founders Paul Vinogradoff and Kershen Teo have worked with some of the largest companies on several continents, such as Telenor, GE and NTT DATA, and have also helped small start-ups and SMEs to thrive as brands built on clear strategic principles. Recently they developed a new naming approach to secure or rebuild brand success and market strength.

Paul says: "Language is like the sea. We all float on the surface, but the depths are very strange and powerful. That's because we don't even know exactly how old human languages are or how interconnected."

They explain, the breakthrough is to see the active principle in all languages is actually the deep meanings of basic sounds. A lot of yoga teachers, for example, ask students to say 'om' during the session: in Hindi this means universal healing power. 

In Latin omni means everything. The word womb contains om, the source, all-encompassing and sustaining. In Greek omphalos is the navel, marking the origin of life. This is one example of how a sound – om – can carry a huge heritage of meaning. All elementary language sounds do this. And when they come together as the name of a place, a person, a company or a brand, the deep resonances of their meaning will influence what they name.

"So a name is far more than a convenient 'handle', says Kershen. "Your company's name defines and shapes its culture and its future, for good or ill. It works all the time, outside and inside the organisation. Success may come because of it or in spite of it. It is a mistake to imagine that 'by any other name' your rose would smell as good. It might 'smell' better or worse: the name counts."

Case study

Fruiting League just rebranded a Norwegian hospital and emergency software maker previously called CSAM to Omda. In Norwegian this means if-then. "This foundational logic is a key aspect of computer programming, the basis of their offering", says Kershen Teo, Fruiting League’s creative director. 

Developing and launching Omda was stimulating and motivating for the entire company. Customer and investor reactions were highly positive when the name went public. And something unprecedented happened: potential acquiree firms began to call, expressing interest in being brought into the Omda fold. In many years of strategic growth by acquisition, this was an uplifting experience.

Spotting winners, saving under-performers

Fruiting League can evaluate and predict with high accuracy the potential and limitations of any brand name. This insight means they can score any company against their competitors and advise on remedial action if needed. 

Together Paul Vinogradoff and Kershen Teo have over 50 years experience in branding and have created many successful brands. Paul has studied eleven languages apart from his native English and Kershen Teo, from Singapore, speaks several Chinese and other Asian languages. This unusual profile is the basis of their naming insight, a revolutionary way to tap deep meanings in sounds to drive business to new heights.

Building a Brand Identity for Your Business: A Comprehensive Guide

In today's competitive business landscape, building a strong brand identity is crucial for success. Your brand identity is the essence of your business, and it's what sets you apart from your competitors. 

It's not just about having a catchy logo or a memorable tagline; it's about creating a lasting and meaningful connection with your target audience. In this comprehensive guide, we'll take you through the essential steps to build a powerful brand identity for your business.

Understand Your Business

Before you can start building a brand identity, you need to have a deep understanding of your business. What are your core values, mission, and vision? Who is your target audience, and what problem does your product or service solve for them? Conduct thorough, detailed market research to gain insights into your industry and competition. This knowledge will be the foundation of your brand identity.

Define Your Unique Selling Proposition (USP)

Your Unique Selling Proposition (USP) is what sets your business apart from the competition. It's the reason why customers should choose your product or service over others. Identify what makes your business unique and how it can benefit your target audience. Your USP will guide your brand identity and messaging.

Create a Memorable Logo and Visual Elements

A memorable logo is one of the most recognisable aspects of your brand identity. It should be simple, unique, and reflect your brand's personality. Alongside the logo, choose a consistent colour palette and typography to use in all your marketing materials. These visual elements should evoke the emotions and values associated with your brand.

Craft Your Brand Voice and Messaging

Your brand voice and messaging should resonate with your target audience and align with your brand's values. Are you serious and professional, or fun and playful? Develop a tone and style that suit your business and the emotions you want to evoke in your customers. Consistency is key in maintaining a strong brand identity.

Develop a Brand Story

A compelling brand story can create an emotional connection with your customers. Share the journey of your business, the challenges you've overcome, and your mission. Customers are more likely to engage with brands that have a story to tell.

Build an Online Presence

In today's digital age, your online presence plays a vital role in shaping your brand identity. Create a professional website that reflects your brand's visual elements, and maintain active social media profiles. Use these platforms to share valuable content, engage with your audience, and reinforce your brand's messaging.

Consistency Is Key

Consistency is the linchpin of a strong brand identity. Ensure that your logo, visual elements, brand voice, and messaging are consistently applied across all marketing channels. This helps in building recognition and trust with your audience.

Monitor and Adapt

Building a brand identity is an ongoing process. Regularly monitor how your audience perceives your brand and gather feedback. Adapt and make necessary changes to ensure that your brand remains relevant and resonates with your customers.

Promote Your Brand

Promotion is essential to building brand awareness. Invest in marketing strategies, both online and offline, to reach your target audience. Leverage content marketing, social media, email marketing, and advertising to increase your brand's visibility.

Provide Exceptional Customer Service

Your brand identity extends beyond your marketing materials; it's also about the customer experience. Provide exceptional customer service to build trust and loyalty. Happy customers can become brand advocates, helping you spread the word about your business.

Building a brand identity is a multi-faceted process that requires careful planning and execution. Your brand identity is the face of your business, and it influences how customers perceive and interact with you. By understanding your business, defining your USP, and creating consistent visual and messaging elements, you can build a strong and lasting brand identity that sets you apart in a competitive marketplace. Remember that a strong brand identity is not static; it should evolve as your business grows and adapts to the changing market.

(Image courtesy of Gerd Altmann from Pixabay)

RCS – the texting we know and love only even better

In a sea of sameness, sales and marketing campaigns must stand out to win over a mobile savvy generation of decision-makers.

We’ve all been there.

Your phone pings on a Sunday afternoon. It’s a text message from an unknown number telling you about a sale from one of your favourite brands, with a link that you need to click on that you may, or may not trust.

Now imagine that text with clear branding and colourful product images that lets you browse within the same message.

It’s easy to see which message would grab the most attention.

Enter RCS or Rich Communication Services messaging - a messaging format that’s been gaining more ground since Google completed its rollout across carriers and networks back in 2020.

And the statistics bear this out, with nearly 80% of consumers finding RCS appealing, and 74% of us saying RCS would make us more likely to want to communicate with a brand.

According to Chris Gorman, Head of Professional Services at Esendex “RCS is a win for businesses and consumers. For consumers it’s a familiar and secure environment to be in – and there’s no App to download. For businesses it can lead to better engagement and conversions thanks to interactive branding, action buttons, photos, videos, location-sharing and more.

“Android has more than 70% of global market share, so engaging those users with RCS is a really smart move.

“When customers feel that they are being listened to and can contact you quickly and easily on a channel of their choice, they are far more likely to do business with you and recommend you to others.”

https://www.esendex.co.uk

Light in the gloom for financial service firms?

At a time when the financial services industry is seeking answers to issues of consumer trust and business performance, it is noteworthy that a financial company has come out on top in the design industry’s premier awards. Legal & General has walked off with the Grand Prix in the DBA’s Design Effectiveness Awards, judged exclusively by senior marketers and notable for being the only award scheme that uses commercial data as a key judging criterion.

After a 5 year internal and external branding and revitalisation process overseen by specialist branding agency Smith & Milton (www.smithandmilton.com), Legal & General saw its 2010 operating profits increase by a cross-company average of 12%, its market share grow by 2.9% in the same period and its share price rise 65% - four times faster than the sector – in the year to July 2011.

After hundreds of staff and customer interviews, workshops, focus groups and online research, a single-minded customer focus was organized and made real under one central thought, ‘Every Day Matters’. This over-riding thought was used to guide the actions of company staff, their interactions with each other and with stakeholders and customers, both internally and externally.

The sheer size and scale of the undertaking belies the common criticism that financial services branding owes more to style than substance. Legal & General’s 6000 staff, from CEO Tim Breedon down to the company’s graduate placements, were all part of a sophisticated 2 year employee engagement programme across 5 company locations covering each of the insurance, investment and savings businesses – all very different in terms of organisation, processes and culture.

Advocacy and brand attraction measures were up 15% in 2009 and 16% in 2010, while the company’s employee engagement scores were the highest ever recorded.

With the branding strategy working operationally and validated commercially, Legal & General has just announced its intention to run its first TV advertising for 15 years, bringing Every Day Matters to a wider consumer audience through agency Inferno.

Ben Mott, Business Director at Smith & Milton, said, “The incredible success of the Every Day Matters work is down to a serious commitment to the cause on the part of the client, and unwavering support from the whole team at Smith & Milton – a true reflection of what a client/agency partnership can achieve when it shares a mutual ambition. The DBA's recognition of the importance of commercial impact fits perfectly with our own aspirations for our clients' brands and, ultimately, their businesses."

Richard Nunn, Group Brand and Web Director at Legal & General, said, “You've created tremendous properties in Every Day Matters and the visual identity that is delivering an ever-increasing snowball effect internally. This will set the right context and tone for deeper engagement with our teams, help our quest to build a world class marketing community and finally, when we externalize Every Day Matters later this year.”

FACTFILE:
Founded in 1980, Smith & Milton (www.smithandmilton.com) is recognised as one of the UK's leading brand and communications companies. The company’s experience has been gained from working with leading brand owners, including Warburtons, Legal & General, CBRE, AXA, Travelex, Asprey and the NHS.