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BRANDING NEWS: Jelf consolidates disparate SME services under central brand

The Jelf Group aims to consolidate its corporate services and emphasise its client-focus with a rebranding initiative by Columns Design targeting the SMEs in the South West and Wales.

The company's website and marketing collateral have been overhauled moving away from a product-specific approach to marketing and demonstrating Jelf's broad range of services. These include corporate consultancy, healthcare and insurance. The brand consolidation initiative also follows the company's floatation on the Alternative Investment Market in October 2004.

Phil Barton, group commercial director of the Jelf Group, comments, “Overarching all of that was a need to present the group as a whole rather than disparate elements. Our aim is to be seen as one group delivering services to the SME marketplace.”

Information gleaned from two and a half hour structured interviews with 45 MDs of client companies provided the backbone of the rebrand. The interviews examined the client's perception of the Jelf Group's services, its key strengths and how effectively it manages relations. Barton states that the results have been hugely insightful and will be a constant reference point going forward.

Internally the rebrand is being communicated to the staff of 150 via an intranet, a training programme on key messages and meetings with staff.

The Jelf Group has worked on the rebrand for 12 months.


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