Social Investment Business (SIB) provides loan and grant funding, alongside business support, to charities and social enterprises with the goal of building fairer and more resilient communities in the UK.
Rationale was engaged by SIB to support with strengthening their brand narrative and positioning, as well as with the design and development of a new website, that is customer-centric, future proof and able to house SIB’s thought leadership and pioneering data work.
SIB needed a narrative brand that reflected who they are now and that surfaced the organisation’s positive impact – both for internal and external audiences. There was a need internally at SIB to better align the team with their values and its approach to cross-team working after the organisation made a permanent shift to remote working following the pandemic.
Our work with SIB has spanned each of our service lines – from research, to brand definition and asset delivery. It is a project that showcases our creative and strategic expertise in communicating with internal and external audiences.
Our aim was to support SIB, which was after twenty years of operation looking to elevate its brand, content and website to make sure it was communicating in a way that was effective and compelling for all its audiences – including social enterprise and charity partners, government and policymakers, and prospective and future employees.
To achieve this, we:
- Delivered an in-depth insights report that set the direction of travel for the following strategies and recommendations, informed by a series of workshops, internal and external surveys, 1-2-1 depth interviews with employees and audience members, market, channel, UX, competitor and content analysis
- Developed an communications and marketing plan that clarifies who SIB are, what they do and importantly, the positive impact that SIB has on society
- Articulated an external value proposition and supporting narrative that uncovers all of these elements: ‘Finance and support for a more equal society’
- Mapped out an internal comms strategy, proposition and strategic recommendations on how to embed internal comms approaches that respond to SIB’s specific challenges and encourage collaboration
- Ideated a series of content-driven campaign ideas to build awareness of and breathe life into SIB’s re-articulated positioning and narrative for external audiences.
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