Ten

The challenge

TEN offer lifestyle concierge, but not as you know it. One of the best-kept secrets of modern life, TEN can help you with anything you might need. They can source tickets for a sold out gig, organize a plumber for you, recommend the best places to stay on holiday or help advise on government policy changes if you’re a school leader.

TEN had big ambitions to grow and triple the size of their business, but something was holding them back. They had grown organically over the years and now found that they needed a better structure to allow them to develop their brand further.

Unsure how to talk about themselves and how to sell their offer, our challenge was to help TEN to articulate their broad offer and build trust around their brand.

What we did

We needed to understand TEN’s offer and what made it unique, so initially we immersed ourselves in the sector and asked lots of questions. Working closely with TEN made it possible for us to:

Interview key stakeholders and staff

Listen to approved client phone calls, and observe internal sessions

Benchmark them against competition and complimentary sectors

How we did it

Using our research as a starting point, we applied fresh thinking to TEN’s brand to clarify their terminology and build confidence in their brand going forward. This included;

A review of the brand architecture with recommendations for a simpler structure

Creating a toolkit for expressing their offer

Creating a look and feel that supported their offer

An internal launch booklet which captured the new approach and inspired TEN to make it happen