The document discusses the rebranding efforts undertaken by SME for Outward Bound to create a cohesive brand identity that resonates with diverse audiences. SME developed a brand strategy that emphasizes key elements such as discovery, adventure, challenge, and community, leading to a consistent message across all communication platforms. This branding approach enhances marketing effectiveness and allows for future adaptability of the Outward Bound brand.

1. CHALLENGE
YOURSELF. CHANGE
YOUR WORLD.
OBJECTIVEs R E s u lT s
Over the years, lines of business and programme extensions With a strong, clear positioning in hand, SME led the development
have created a fragmented brand for Outward Bound. SME of a brand credo and supporting tagline that brought the strategy
applied their branding expertise to Outward Bound to revisit its to life. From a thorough SME BrandON analysis, a strategy and
overall market positioning and identity to develop a brand strat- positioning for Outward Bound was created. It helps bring the
egy that effectively speaks to a wide range of audiences – from organisation’s marketing efforts into stronger focus. This brand
kids, parents, professionals, and donors, to the many targets of platform successfully unites the many delivery mechanisms of
Outward Bound initiatives. Outward Bound under one messaging umbrella.
sOluTIOn
sERVICEs
SME developed a positioning for Outward Bound that reflects
the overarching philosophy of the organisation. In essence, the In developing a more consistent, concise, and effective brand
positioning statement is borne out the brand’s core elements: for Outward Bound, SME employed the following services:
Discovery, Adventure/Challenge and Community. By initialising
these elements SME was able to develop a clear point of
• Strategy
• Communications Platform
differentiation for the Outward Bound brand. Such a positioning
• Credo
allows communications – at every touch point – to reiterate a
consistent and concise message, in a language that speaks to
its entire consumer base. Additionally, the positioning creates a
built-in flexibility while remaining consistent; the brand is poised
to accommodate a high level of extendibility.
Contact: Fred Popp | SME Europe | t: +44 (0)7588 663528 | e: fspopp@smebranding.com