A good name is an asset that needs to be used, it can be a brilliant start to introducing your brand. A bad name though is a liability; it actively pulls against the intent of the brand, taking customers away from the intended direction of the brand. In this brief case study we are looking at a business that recognised its name and brand messaging needed to be more focussed on its core business. The PR agency worked across a number of sectors, but the core business and most of the value came from delivering services to the construction sector. Its founder, having started life as a journalist for construction magazines, knew the sector backwards and was very well connected within I and so the first step was to commit to a single focus on the construction sector. Second we we identified a ‘sweet spot’ of clients that did not want to commit to, or have, the resources required for large specialist agencies but needed much more technical expertise and media connections than the small generalist agencies could provide. From this, we came to a brand proposition around delivering clients big agency specialist expertise but at the price of the smaller generalist agencies. This drove the development of a new brand strategy and new name that formalised this approach and whose focus reflected the sector and amplified the brand’s unique credentials. The new name Build PR, along with a new identity, website and sector relevant key messaging has driven a more focused approach to customer acquisition resulting in a 200% increase in enquiries from the website with a successful conversation rate of 90%. “The work with Brand Arrow was transformational for our business. It has provided a razor sharp focus for the agency - and it delivers benefits for potential clients too. Customers know exactly what we are about and that almost instant clarity more often than not delivers business results quickly." Richard Pagett, Founder, Build PR