Brand Box used to create a new kind of boxing experience.
A Chesterfield gym came to WDA for assistance in launching their own charity boxing event. Full of ideas for the event itself, but with no name, no identity, no brand – and a very limited budget. After an initial discussion it became clear that the client qualified for our Brand Box product – effectively a ‘brand in a box’ aimed squarely at SME’s looking to drive business by creating a competitive brand advantage.
Working with them WDA were able to develop a totally unique brand positioning that has given them the tools to occupy a distinctive place in their market and become one of the fastest growing boxing events in the UK.
The Power of 4
The inspiration for the new name came at one of our famous ‘Off the Wall’ creative session with the team where we brainstormed the reasons people new to boxing might want to get involved. We whittled these down to four core motivations; determining people would do it either for the challenge, the fitness, the skills or for a great charitable cause (and hopefully all four!).
As with any branding project, inspiring people to engage with the brand was critical; and linking the event to Help for Heroes was the key to giving the brand a purpose the audience could connect with and gave the brand the latter part of its name – Boxing4Heroes.
The Boxing4Heroes visual identity was developed graphically to leverage everything the new brand stands for: The four stripes representing the four ropes of a ring, and the angular arrangement also hinting the ribbon of a medal (which will be developed in the future). The brand ethos of sporting achievement and personal challenge gave the identity its sportswear feel, something which elevates it above and beyond just the boxing to allow for future diversification and also the retailing of official Boxing4heroes apparel. The ////4 symbol and impactful colour palette allows the identity to comfortably sit alongside the likes of Adidas and Nike in terms of brand quality perception.
Thanks to WDA’s Brand Box product, Boxing4Heroes now has a clear focus and has captured a very clearly defined space within its market allowing the audience to fully connect with the brand, get behind it and feel part of its purpose, all of which adds to the value of the brand. In a short space of time the boxing start-up has been awarded Help for Heroes Charity of the Year status and has events being planned nationally, with £thousands being raised for the charity.
What the client says
“Without the help of WDA and their brilliant Brand Box product we would just be another boxing event and would be back to square one every show. Brand Box has given us affordable access to the expertise of an award winning branding agency, and without the brand they have created for us we wouldn’t have been able to see such fast growth in such a short space of time. Their understanding of how to differentiate us and make our events truly unique was inspiring, the brand has become bigger than the event and has been fully embraced by our public. Having been involved in other boxing events businesses over the years, it is clear that boxing4heroes is the most engaging boxing brand by far within its space.
Brand Box – A professional branding solution for SME’s
A Coca-Cola executive was famously quoted as saying: “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.
Brands are not just for big businesses likeCoca-Cola, effective branding is a critical deciding factor when consumers are choosing between products and services at all price points, from all business types and sizes, and in both B2B and B2C environments. WDA’s Brand box product has been specifically designed for SME’s of a certain size who appreciate and desire the competitive business advantages a brand driven marketing approach delivers, but find it either prohibitively expensive or too complicated to understand.
Brand Box has been designed to offer a ‘big brand’ solution to businesses looking for a quick and simple solution.
WDA’s Lee Waterhouse explains:
“Brand Box is a brand new product from WDA. It was conceived to satisfy a clear gap in the market for start ups and SME’s looking to turn their businesses into brands; and all the commercial benefits that brings. With Brand Box, qualifying SME’s get to work alongside an agency with a proven track record having working on some of the World’s biggest brands. You get the same people, access to the same expertise, and ultimately end up with a great branding solution for your business. Brand Box is designed to be easy to understand, quick and affordable.
Brand Box is not for everyone. For starters, your business has to qualify based on size. The reason is simple, WDA has always been very committed to delivering branding solutions which have a direct impact on driving clients business and as a result our services are charged on a value – not time – basis. Therefore a very large multinational client stands to gain a much higher commercial return (in absolute terms) than a start up or SME. Brand Box addresses this by finally offering something of real value to SME’s – the pricing pitched to allow qualifying businesses to enjoy a solid return on their investment.
We’ve also been able to offer a lower cost by ‘packaging’ our process somewhat. This has been done both to make the process easy to understand, but also to limit the deliveries to just those things necessary to create a great solution. Whilst the process is ‘fixed’ (you get what it says on the tin as such), the solution is very much bespoke – this isn’t like buying stock imagery!
Bigger clients tend to be more complicated. Their needs are very different, and WDA are often dealing with a large marketing department; often with a dedicated brand manager. Typically the projects are much more involved and require a host of additional expertise and deliveries. For example, a large client may well invest the total cost of Brand Box into international brand name searches and trademark registrations. Or they may require us to deliver in-depth market research and organise focus groups. It really is horses for courses and these things are typically not needed for smaller businesses.
Find out more about Brand Box
Contact WDA’s BD Manager Anna Buonaguro