Enterprise Nation exists to ‘create an inspirational environment for business owners and would-be entrepreneurs, a supportive community, informational books and events, and a campaigning voice to help small businesses in the UK flourish.’ Emma Jones MBE.
When Enterprise Nation needed to expand their website and wider digital offering they took the opportunity to reassess their brand and their strategy for their brand. We came together with specialist digital studio Click to form a project team to work with Enterprise Nation on their brand and strategy. Our involvement was as strategic lead on brand, and Click took over on the design and digital aspects of the project.
In brand workshops with Enterprise Nation and Click it became clear that the offering had become slightly confused, and needed some clarification. Through discussion the offering of Enterprise Nation was distilled into three areas; peer to peer support, knowledge resources and campaigning. These three areas are all of vital importance to small business and startups, whilst each giving a different type of support to the running of a small business. Distilling the offering into these three areas meant that Enterprise Nation could better explain what they do at a simple level, before then getting into more detail once the value in their proposition has been appreciated and interest aroused.
It also became clear through discussions in the brand workshops that the members of Enterprise Nation might run disparate business types in a variety of areas, but one commonality a lot of them had was that their was an underlying purpose for the business. Most small businesses are set up with a purpose or around a specific interest or passion, and not purely for profit (although that is very handy). We helped Enterprise Nation develop the idea that they ‘help people turn a good idea into a great business.’
Small business is a vital part of the UK economy, and Enterprise Nation are doing a great job in supporting and encouraging small businesses and startups to either make the leap in starting, growing or simply continuing a business. Our work with Enterprise Nation continues by being an accredited advisors on brand to their members, whilst also writing for them on brand and the value and importance of brand to business, regardless of size.
Following our strategic work with them on the brand, digital specialists Click took this on into the website and digital presence, also designing the visual identity for Enterprise Nation.