Re-branding like a boss lady
Where it all began
With over 30,000 members across Australia, professional networking organisation Business Chicks was clearly doing something right. With their mission to create new connections for working women, Business Chicks had built a loyal following, and a very definite culture to go with it.
As well as the content they published for members, Business Chicks were known for the kick-ass events they put on attracting speakers including Sir Bob Geldoff, Seth Godin, Arianna Huffington and Richard Branson. 2015 marked a big milestone for the group: the decision to not only take the business global, but to translate their ‘real world’ member offering into an online experience. They decided that this was the perfect point in time to re-evaluate and refresh their brand – including their all-important Tone of Voice.
What happened next
Business Chicks engaged Nuance to take part in a comprehensive re-branding exercise, focused firmly around the brand strategy, and their communication style. As members ourselves, we jumped at the chance to get to ‘see inside’ one of our favourite organisations – and the team at Business Chicks did not disappoint!
Over the course of several months, we worked closely with the team to understand what made their business (and members) tick. We started by running a half-day workshop involving key people from across the team, from the CEO to the editor of the Business Chicks magazine, Latte. Together we interrogated the brand: how had Business Chicks became what it was today that was it was today, and what was the game plan from here? With everyone playing an active, vocal role, it was one of the most fun and fruitful workshops we’ve run, and gave us plenty of food for thought.
Taking the insights we gathered from this session, we went on to develop a brand blueprint (including new tagline), a set of detailed Tone of Voice guidelines, and a raft of new copy to reflect the brand’s newly defined tone. This included copy for the entire new online user experience, from website copy, to pop-ups, newsletters and emails.
What we like about it
The Business Chicks are not only smart, ambitious women, they’re storytellers and content creators. Writing is inherent to the brand, and through their astute editorial and engaging events, Business Chicks has earned a real ‘voice’ for themselves in the business community. It was exciting to be given the freedom to deconstruct this brand, enhance its strengths, and set it up for future success. Watch out world.