Safer Business Network (SBN) is a Community Interest Company (CIC) out to do one thing – make cities safer through active collaboration and community partnership. The extensive work that the teams at SBN have done in the decade since its founding is transforming towns and cities throughout the UK.  

Through initiatives, community engagement programs, business and authority partnerships, and, most recently, their extensive eLearning training courses, SBN are on a mission to help reduce crime rates in local authority areas, create safer local spaces for residents, and help businesses throughout UK city and town centres thrive.  

Safer Business Network approached the Conscious Marketing Group at a pivotal time in their organisation’s growth journey. They were well-established enough to be easily recognisable within their field, but o necessarily outside of it, and had forged a range of secure partnerships. However, SBN wanted to explore expanding into other directions and sell to different target audiences but didn’t know how to undertake this change from a marketing perspective without taking on too much work for their medium-sized team to handle or disrupting their current partnerships – a common problem in the marketing world.  

We at CMG had to take a delicate approach, especially as the entire foundation of SBN’s organisation is based on dealing with incidents of crime and many of the specifics behind how they operated, what they did, and who they worked with that couldn’t be explicitly mentioned, for safety and data protection reasons. We had to find a clever way to strengthen and boost their brand through social media content, ensuring that it was factually correct, visually appealing, and speaking to their target audiences while carefully balancing what could and could not be said according to their own internal guidelines and those of their collaborative partners.  

When a brand requires wording to be careful and precise, we know right away that the visuals need to sing – and that is where we started. We knew the social media platforms on which we were posting for SBN can be volatile as algorithms and policies and guidelines change regularly, so we had to focus on what we could do to build brand consistency when posted on an ever-changing platform. We needed stunning visuals to draw in the eye, strong hooks to entice audiences to continue reading, and a firm but gentle tone of voice that instantly sold the brand ethos and personality of SBN – all needing to be recognisable within a two to seven second timeframe for readers.  

We crafted a visual and tone of voice brand consistency that did just this and created and managed a posting schedule that built trust and reliability in SBN as a brand. 

We were able to help Safer Business Network create a strengthened, more professional brand look that resulted in a higher social media click and engagement rate which allowed them to speak to and engage with a more expansive target audience. The streamlining and consistency of their social media management helped give a polished, clean look that in turn bolstered the image of an organisation that is reliable, effective, and know what they are about and how to do it successfully.