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Total Guide to

Brand Messaging Strategy

What do they do?

Total Guide to is a digital platform linking communities with business services. Their high-quality, location-specific guide content helps people love a local area, creating an audience for local businesses, whom they then help effectively showcase their role in it.

What did they need?

TGt have an interesting business model which spans both digital publishing and content creation, allied to creative and media services. Not simple to explain as a single unified entity; that was the challenge Sufu were asked to solve. They also have two distinct audiences, a B2C audience for their guide content and a B2B audience of direct customers, so their brand identity needs to make sense to both.

What did we do?

Sufu undertook a brand audit and produced a new brand platform with example key messaging to give TGt a stronger unified proposition that could be adapted for different services and different audiences. Crucially, we were able to demonstrate how TGt could have a strong central proposition, but also how and when to adapt that for different audiences to ensure it didn’t become over-simplified.

It was vital that TGt’s content creation team understood this and really bought into it (consistency of messaging implementation would be key). So we conducted a brand workshop via Zoom where all the team could hear the full rationale, ask questions, critique it and understand how it applied to them. TGt have put one of our suggested straplines, “Look closer, discover more” to immediate use in event advertising.

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then convert it into lasting brand opinion.

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