ABOUT

The work involved a thorough audit of the 27-strong house of brands within Exclusive Collection’s framework, exploring existing brand perceptions, attributes and assets. After which followed a programme of sensory-led workshops, research and development from which BrandSensory® was able to devise a revised segment-led architecture, redesigning each brand distinctively within a connected framework, united by the overarching company values and purpose.

Key elements of the new brand strategy include:
* A focus on guest experience over product, as seen in a series of sensory-led brand films, new immersive website, refreshed identities and interior design cues across the Collection, notably the reimagination of Ansty Hall.
* Bespoke sensory profiles for each property to inform design, experience, and product offerings across the group and strengthen memorability, loyalty and referral.
* Redesigned propositions and brand attributes linking the brands but providing distinctive marketing territories for each within the group.
* New key messages that reinforce each property’s distinctive products and experiences.
* Revised story-led brand guidelines designed to celebrate authenticity and story-telling within each property, with briefings to all staff to deepen ambassadorship.
*New tone-of-voice characteristics and guidelines designed to create more human and friendly relationship with guests, with copywritten brand stories to support marketing activations.