Booz Allen has always been known as a preeminent cyber company, but the business was fragmented and did not have established credibility and prestige outside of the federal DC market. Competitors had a more focused business model with niche capabilities and intellectual capital that the market was demanding. And though Booz Allen had strong market presence doing large-scale, impactful work, the group wasn’t communicating its stories with consistent narrative themes or content substance. As such, the brand stories weren’t capturing the heart and mind of its audiences.
Our goal was to create a cohesive narrative and messaging strategy that was highly marketable, confident and successful. The strategy and approach would need to be connected to the culture, voice and expertise that Booz Allen Hamilton is known for, but create a greater connection between that history and relationship as true reasons to believe in it’s cyber capabilities, on both a global impact and community benefit level. Most important was positioning Booz Allen Cyber as a top of mind brand for the highly skilled talent they needed to attract and retain.
Key brand discovery and strategy activities included brand workshops, market research, stakeholder and talent interviews, and organizational and communications audits. Messages were further tested with key audiences prior to launch.
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