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A&O IT Group

A&O IT Group are a provider of global IT managed services and cyber security solutions.

The Brief

In the context of growing their business to include a new ‘Direct’ proposition, A&O IT Group asked me to help them define their brand vision, purpose and identity.  I recommended my full brand diagnostic programme to ensure clarity of their brand positioning.

The Output

  • In-depth interviews with Senior Leaders in the Business
  • Analysis of Findings – Providing Insight & Themes for Consideration
  • Brand Diagnostic Questionnaire
  • Archetype Definition
  • Customer Attitudinal Observations
  • Vision / Purpose Development
  • Brand Ladder
  • Tone of Voice Recommendations
  • Commercial Recommendations

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The Archetype(s)

A&O IT Group leans on subtypes of the HERO & MAGICIAN archetypal families.

"Sarah's expertise paired with her valuable insight helped progress, clarify and cement A&O IT Group's brand strategy. Taking a cross-section of our business Sarah ran a series of focused interviews and questionnaires which provided a much deeper level of insight than we've ever had before. The next part of the project was focused around evolving our company mission, vision & values and brand archetypes. When it comes to brand archetypes, Sarah's knowledge is second to none."Hilary Allen, Head of Marketing, A&O IT Group

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