A single purpose and vision
Challenge
Our challenge was to unite the different parts of the business, prepare the brand for global growth and tackle the growing threat from international competitors.
Strategy
We worked closely with the VPG team to build an understanding of their business, products and services, team and culture. Competitors featured heavily in our initial discussions as two global players had recently rebranded and introduced new offers. We also explored customer personas to build an understanding of the behaviours and needs of VPG’s target audience.
Another key stage of our strategy work focused on the customer journey and establishing the key moments of interaction with the VPG brand. This was key as the online testing portal, and the interactions around this, were key elements of the user journey.
Through our strategic process we learned that what customers truly valued about VPG was the willingness of their team to speak directly to vets, helping them to reach conclusions and make accurate diagnosis based on the test results. No matter who you speak to, and whichever part of the business you engage with, in whatever location, VPG always delivered the highest quality in a personal way. It was the antithesis of the large, faceless competitors. And from this insight, we developed our brand platform of ‘Excellence. Everywhere.’