6 months on: Aleph Strategies
We recently caught up with the Jonathan Rider, co-founder of Aleph strategies, a UK and France-based research company specialising in cultural heritage, social cohesion, governance, and improving development projects in fragile and conflict-affected countries, to hear how the consultancy is getting on since we created their brandmark and website earlier this year:
The brandmark we made for Aleph in 2023
1. How has your brand had to adapt to changing marketplace?
We’ve had to become very agile in our approach to profile building, which has included changing our strategy when it comes to marketing, outreach and communications – we’ve realised we need to have a more public profile for our business to increase brand awareness and brand perception.
After our marketing discussions when you created our brandmark, we’ve found the need for content creation helps with building our identity and demonstrating the value that our services provide to our market.
2. How important has brand value been in resonating with your customer base?
Hugely, we’re in a crowded market. There are a lot of companies and consultants working in this space. The fact that we work on a global scale means that we are often competing with firms we may or may not know. Establishing a unique brand personality is one way to help stand out from the crowd. Most organisations these days are fairly savvy about this, so we have to work hard to carve a distinct niche within the sector.
3. Do you see the business launching new products or services based on the success or market changes
Having developed a strong suite of proprietary tools, we are continually expanding our geographical footprint and project portfolio. The world is an ever-changing place, so our work never seems to slow down!
A mockup of the website we made for Aleph in 2023
4. What types of marketing are you using to resonate with your customers?
Written content has been our main source of new traffic to our updated website, so we’re developing a lot of high-quality website content now. The concept of a ‘curiosity gap’ has been helpful in shaping our communications material. We want to engage our audiences by stimulating discussion and new ideas. Generating content that piques curiosity resonates well and has led to a number of interesting projects.
5. Has the changing business landscape pushed your company to experiment with new approaches to attract customers and highlight your brand’s value?
After investing in our brand perception, we’re now actively employing a marketing and communications lead to help increase our brand awareness. We are certainly making a more conscientious effort to engage with social media platforms, which is not something we had undertaken previously.
6. What are you forecasting to be future challenges in growing your business profile over the coming years?
International development budgets have been getting ever smaller over the previous years, however, there has always been a need for the rigours of accountability and transparency, so we’re adapting our messaging to highlight how monitoring and evaluation plays a crucial part across the sector.
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