Case Study: The Delaware Small Business Development Center (DSBDC)

The Challenge
Change the brand position which was believed to be vague in its interpretation. DSBDC provides free resources and unbiased consulting services to help businesses navigate important junctures and decision points as they grow. Most Delaware businesses were unaware free resources such as government contracting, capital acquisition, and business planning were available to help them chart their path. DSBDC needed to inform more businesses about the service, expand Delaware’s employee base, and subsequently its tax contributors.

The Solution
Existing brand message: “It helps Delaware entrepreneurs grow and manage their small businesses by providing them access to business information, training, and counseling.” BeaconFey changed the positioning to three key words that simplified, reflected, and matched key needs of the target market: “Navigate. Connect. Grow.”

The Results
Market analytics drove more accurate targeting, messaging, and brand voice. Corporate ID was changed to reflect new brand position. All creative executions became unified and linked to strategy and brand position. Imagery was augmented to reflect a more modern tone and manner. Brand tone of voice became clear, consistent, and more relevant to target audience.

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