Strategic brand development for healthcare consultancy

Client:

CF Consulting

Year:

2024

Services:

The Challenge

CF Consulting is a leading healthcare consultancy dedicated to making a lasting impact on health and healthcare. The award-winning consultancy partners with leaders and frontline professionals to drive improvements in healthcare, embed life sciences innovation, and stimulate growth through investment.

Following a period of rapid growth, CF recognised the need to strengthen its brand to ensure it resonated with both existing and prospective clients. A clearer strategic positioning was required to match the consultancy’s ambitions and future direction. This included a requirement to:

Expand CF’s market share and brand presence within the life sciences and health investing sectors.
Expand internationally without losing its reputation for high quality NHS work within the UK.
Improve the company’s reputation in new areas, including data, digital, AI and productivity.

Internally, the absence of agreed brand guidelines and messaging frameworks made it difficult for teams to present a cohesive narrative about CF’s complex service offering and distinctive value proposition. The team also lacked a consistent suite of logos and visual assets, limiting the effectiveness of its communications.

The Solution

Over a three-month period, Sam and Colin in the Future Stories team worked closely with CF to conduct a thorough review of the existing brand and deliver a comprehensive refresh. The work followed a structured strategic brand development approach, which included:

Conducting a brand perception survey to assess how the consultancy was viewed by customers.
Reviewing CF’s business strategy, alongside marketing and communications objectives.
Researching competitor brands to identify opportunities for differentiation.
Running an in-person brand strategy and brand personality workshop, to strategically position the brand. We also developed a new brand strategy based on the outcome of the workshop.
Refreshing the visual identity, including updates to the logo to reflect the new strategic positioning.
Developing a complete set of brand guidelines, including tone of voice guidance and a key messaging framework. We also produced separate copywriting guidance.
Creating a suite of the refreshed logo, plus branded templates to ensure consistency across communications, covering website headers, business cards, email signatures, social media graphics, and bespoke icons.

The Outcome

CF Consulting now has a brand that reflects its ambition, expertise, and future growth plans. The strategic positioning ensures the business can engage new and existing clients with greater clarity and confidence.

Clear messaging frameworks, logos and brand assets also equip the wider team to deliver consistent communications across all channels, improving internal efficiency and strengthening external engagement.

Strategic brand development for healthcare consultancy

The Challenge

The Solution

The Outcome

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