– Our role – 

Create a brand identity for Outbound Marketing agency Skief

BRAND STRATEGY

CREATIVE BRIEF

Skief is a data-driven outbound marketing agency focused on growth and profit generation. At Skief, they help organizations of all sizes better connect with their target audience. They generate results through data-driven growth marketing solutions. Skief is in a competitive industry while we are about to experience a recession. This is an opportunity for marketing professionals as companies will be looking at short-term growth and performance with a focus on their top-performing channels.
Skief will need to develop visibility and brand awareness while establishing themselves as a thought leader to build credibility. It is important for clients to to understand what solutions theyre getting from Skief, and what outcomes they will receive.

THE CHALLENGE

We took into account the possibility of an incoming recession as an opportunity for simultaneous growth and vulnerability for Skief. This is because of cost cutting within companies who would be focused on their top performing channels, but with the opportunity of professionals to look for short-term growth and performance within those channels. We also had to take into account an already established and competitive industry with which Skief would have to develop and convince consumers that they are the outbound marketing agency for them. Additionally, clients may be wary of cold email marketing because of past experiences of scam and illegal activity in the industry.
Our challenge was to reinvent Skief and analyze the abilities for grow. We found that Skief, formerly Skief Labs, needed to develop visibility and brand awareness within the world of outbound marketing. We decided that Skief needed to focus on establishing Skief and building their credibility. Making it essential for clients to understand the benefits and solutions that Skief provides. This is why we wanted to position Skief as a leader within the marketing sector and as an opportunity for companies to rapidly and strategically grow.

 

THE CONCEPT

Our main marketing goal would be to focus on strengthening the core of brand evangelists who will kickstart Skief, whether it be through referrals, testimonials, or social proof that will attract other clients. The main targets would be B2B companies whose average LTV (Life Time Value) is above 5-10K and who are looking for ways to increase their growth and achieve their goals rapidly. With our core being SMBs with or without internal sales/marketing teams and startups with funding or enough cash and looking to achieve growth or validate product-market fit. They would have the motivations of seeking rapid growth to meet their goals, opening to hiring an outside provider, and wanting to focus on long-term growth rather than short-term.
AHBC Group’s objectives are for Skief to convey their brand values, story, and purpose, as well as gain brand visibility and build a strong community while gaining new ideal clients.
The positioning map below shows how we position Skief compared to its competitors.

We aimed to position Skief at the intersection of Strategy and a Holistic Partnership.
The value proposition for the consumer is: you get a team who looks at your business objectives and then tailors their services specifically to your goals.

 

BRAND PERSONALITY  

Following our brand personality framework, we established Skief’s brand personality based on the market landscape, ideal customer and brand values. The primary archetype for Skief customers that we established Skief should attract is ‘The Ruler’. The Ruler brand archetype embodies authority, control, and a sense of order. The Ruler archetype is characterized by a strong sense of responsibility and a commitment to maintaining high standards. Customers are drawn to Ruler brands for their reliability, consistency, and the assurance that these brands represent the pinnacle of quality and expertise. This would be 70% of Skief brand personality

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The secondary archetype for Skief is ‘The Magician’. Brands aligned with the Magician archetype are known for their ability to turn dreams into reality, offering products or services that promise a magical experience or a transformative journey. These brands often push the boundaries of what is possible, captivating their audience with a sense of wonder and awe. ‘The Magician’ would make up 30% of Skief’s personality.

With Skief’s brand archetypes, we aim to connect their commanding and mythical aspects for their target audience. 

BRAND IDENTITY 

CREATIVE DIRECTION

We presented Skief with Various different directions they could go with for the creative direction.

Creative directions sent to client

The Vibe: Fun, Edgy, Modern 

 

The Vibe: Bold, Unique, Trendsetter

The Vibe: Minimalist, Elegant, Artsy 

The Vibe: Editorial, Glam, Muted, Luxe 

 

In collaboration with Skief, we decided for a minimalist style with bold colors and titles. 

Final Moodboard for the selected creative direction

BRAND DESIGN

Once we were aligned on a creative direction, we at AHBC Group started working on the new brand design, with many iterations, coming up with these final designs for the logo, a type suite, and a color palette that perfectly represents the brand’s personality.

 

Logos:

 

Typesuite: 

 

Color Pallete:

 

WEBSITE

DESIGN 

AHBC Group completely reinvented Skief’s website. In collaboration with our client, we reworked the site’s architecture, all of the website’s content and of course, the design. It was a very interesting project, as the topic is quite technical and our client is very knowledgeable, we had to find a way to get up to speed and bridge the gap to clearly communicate technical aspects to Skief’s audience in a clear and concise way.

 

Skief’s website before brand and web design: 

We tailored Skief’s website design to their desired creative direction, now looking more sleek and modern:

 

Skief Landing Page

Skief Typeform Quiz 

CONTENT CREATION 

Social Media 

For social media, we created a number of graphics and photos with the creative direction in mind. Centering them on the color scheme and sleek technical look. As well as creating targeted LinkedIn posts to cultivate their audience. We chose LinkedIn as the platform to focus on because of its appeal and use by the businesses and CEOs who frequent the platform. Giving Skief a serious appeal and ability to attract the target of “The Ruler” 

 

We create an organized view of our social media initiatives through Notion’s Content Calendar. Here our team can properly plan and coordinate posts for different social media application while in direct communication with our client and the team. Each post went through the stages of writing, editing, internal approval, client approval,ready for scheduling, and ready for publishing. By changing them in the post, the team was able to know at which stage the post was at and act accordingly. 

For Skief, our focus was Linkedin. We centered their posts around information available on their website, explaining skiefs values and the resources they provide. Some example posts and graphics can be viewed below:

SEO

Additionally, we wrote blog articles to help with Skief improve the website’s SEO (Search Engine Optimization), while positioning the brand as an expert in outbound marketing, through sharing useful technical information and guides. https://www.skief.co/resources

 

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At AHBC Group, we are passionate about helping entrepreneurs launch and grow a brand that is authentic to them, their purpose, and their audience. We enjoy working with entrepreneurs who have a strong purpose, a clear vision and who are animated by ethical, eco-conscious, and inclusive values, who like to challenge the status quo, and are not afraid to build a truly unique brand. If that sounds like you and you would like to discuss your project with us, apply here!

Looking to get a brand identity, but not ready to commit to custom work? Check out our brand templates. Professional brand identities designed by the AHBC Group team, fully customizable on your own or with our help.