InVictus were referred to Branded by Aquila after they were left frustrated with a previous marketing agency for their lack of proactivity and creativity, resulting in a less-than-average output that didn’t support any specific strategy. In addition, there was no real integration with the business or an attempt to learn the team, sector or business.

Problems the Client Faced.

Brand Awareness.

With 6 high-performing offices across the UK, there was a lot of activity within the business and they were eager to tell people about the fantastic work they were doing but needed a partner equally as eager to support them on that journey. Despite their 14 years in industry and more than 40 years’ combined management experience, the sector is highly competitive and the leadership team knew (and wanted) to level up their brand and marketing game so as not to get left behind.

Perception and Positioning.

Both were areas that InVictus were keen for a prospective partner to support them in adjusting. Within the market - and their 4,500 social followers - they were conscious that they wanted to shift some conceptions of how they were perceived, but they weren’t sure of the strategy or tactics needed to make it happen.

Sales Enablement.

Last, but most definitely not least, was sales enablement. With more than 40 recruiters, they needed a marketing team to support with everything from collateral through to content. It was crucial that this output aligned with and complemented their brand objectives around perception and positioning.

Actions Taken by BbA.

In order to provide a coherent strategy, we started by capturing, during onboarding, what success from the partnership looked like. Going beyond the challenges they’d already mentioned, we probed aspects such as martech, operations, brand identity, and the wider business development strategy.

One of the first projects we took on was sales enablement. We wanted to provide useful literature that was cohesive, valuable, and consistent across all branches and divisions. This would be a foundational block in adjusting InVictus’ brand perception, engaging stakeholders through division-specific resources, and equipping individual consultants with the content they needed to help them grow their client and candidate networks. Beyond pitch decks and one-pagers, we also worked to unify other digital assets such as third-party banner placements, LinkedIn profile assets, and website content.