This new Group brand strategy was developed in close collaboration with the Board and hundreds of people across the organisation. Face-to-face workshops, online engagement surveys and multimedia story sharing were all used to engage colleagues in defining learner-focused purpose, brand idea, values and personality. New naming relationships for the business units were established and the visual identity was updated to convey the authority and emotion of the strategy. Importantly, the connection with the University of Cambridge is now much more explicit. The heritage shield is central to the system, ensuring that customers and learners reap the benefits of this proud association.
Prior to external launch in January, an extensive business-wide consultation process further enriched the values statements and BrandCap is now supporting the rollout of the brand internally and externally. This includes working with the HR and Marketing teams who are focused on embedding the brand and values across their culture, employer brand and people practices. The result will be a truly joined up customer experience designed to help Cambridge Assessment fulfil its purpose and make a real and lasting difference to the lives of millions of learners around the globe.