Textual Branding for The Totem Group

Totem Group is your special events squad. They’re a team of highly trained experts who will execute your marketing events, conferences, incentives and group travel with detail and precision. Totem Group will support your team and make your brand shine in front of your people, customers and sales channels.

Our Brief

Totem Group had an existing visual identity but didn’t have a consistent and clear way to describe their business or the services they deliver. Our brief was to help them develop the messages and story telling aspect of their brand.

Our Approach

Brand Strategy

  • Our initial step was to conduct desk research to see how Totem Group’s competitors position their businesses.
  • From there, we held a discovery workshop with Totem Group and their parent company, CT Connections.
  • We created five customer personas based on real life clients who contract the Totem Group to deliver services.

Brand Message

Once we understood their customer personas we were able to develop key messages for the Totem Group including:

  • A tagline for the brand and each service area.
  • An elevator pitch for Totem Group and each service area.
  • Detailed web copy describing each service area.
  • Case studies to provide evidence about their experience and skills in each area.

Content Production

Once the key messages were agreed, we created content for Totem Group to use in sales pitches, on the website and at live events. Brainbox Marketing produced:

  • A show reel video to convey the ‘big picture’ of what Totem Group offers.
  • A branding video to communicate the scope of Totem Group’s services.