BT First Call - Brand Strategy and Internal engagement

I helped BT create an internal service brand dedicated to managing their upsizing & downsizing. The primary objective was to dispel any negative stigma associated with this subject while driving a positive change in attitude. Encouraging a far more personal and relevant approach to career management.
After agreeing a vision and set of brand values I created a compelling story based around “Life Design” and everyone’s need for Lifelong Learning and “a powerhouse for career management”. The name chosen was BT Firstcall, to encourage business change managers to call them first.
Once the brand personality and visual identity were created, I implemented a program of internal communication supported by a range of different PR activities designed to get the team noticed.
Anna Thompson, CEO of BT Firstcall, said we had helped them clarify their band vision and values and “…what these mean when it comes down to brass tacks everyday. Ours was a very big and important vision and we needed their insight and help to communicate a very different image from where we had come from”.

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Brand Consultant