West Midlands Tech Sector Brand Narrative
Brand Narrative · Positioning · Identity · Strategic Brief
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The Problem
The West Midlands tech sector lacked a unified story. Different organisations, events, and initiatives were communicating independently, creating a fragmented perception of the region that no single organisation could overcome alone. Investors, government, and media had no single coherent narrative to reference.
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The Approach
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Conducted audience research and competitive positioning analysis; mapping how the West Midlands was perceived versus how comparable regions and national bodies positioned themselves
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Developed the strategic brief for the regional brand narrative project; defining the positioning, tone, target audiences, and success criteria
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Led the agency relationship with rbl (£36,950 project) from brief through to delivery; reviewing, challenging, and refining the narrative framework at each stage
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Embedded the output across TechWM communications, event branding, government submissions, and media materials
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Presented the narrative framework to TechWM leadership
The Results:
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£36,950 Brand narrative project commissioned and delivered
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Adopted by Investors, government bodies, and national media
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Foundation for Top-3 European Capital of Innovation submission
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Unified sector narrative across 50+ BTW sponsors and partners