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Shirley Taylor / STTS

Skillful communication


Background

STTS is made up of specialised trainers in business communications based in Singapore, founded by its CEO, Shirley Taylor. Apart from her role at STTS, Shirley is a Certified Speaking Professional (CSP) and is in high demand for speaking engagements, training and development throughout Southeast Asia. She is also an author of best-selling business communication books and a leading authority in modern business writing and communications skills.

STTS provides a wide range of training in all aspects of communication and achieving business success in Singapore, Malaysia, and beyond.

Challenge

Shirley Taylor’s own brand and the company she founded, STTS, were complementary yet separate brands, with different areas of specialty. The two brands were often seen as one. STTS, with its team of expert training specialists, has a good reputation, but much of this was attributed to Shirley.

While still active in the company, Shirley wanted consumers to have a more rounded, holistic view of the company and while freeing herself up to focus on her specialised skills.

Brand New Day was tasked with refreshing the identities of these two brands by creating two impactful brands that stood above their competitors, and formed a strong positive association with one another yet were differentiated in consumers’ minds.

Solution

Following a comprehensive audit of the Shirley Taylor and STTS brands, Brand New Day developed a strategy and identity concepts for both brands that had linkages with one another, yet communicated very different styles that were representative of what they each stood for. This common linkage used the quotation mark symbol but in different ways. STTS’s identity had a more corporate feel to it, in line with its product offerings, while The Shirley Taylor brand was much more personalised and informal, where the marks formed a heart shape, to symbolise her friendly, down-to-earth style, her unique way of engaging with the audience, and her passion to help people commit to change. These identities were rolled out across all aspects of communication, including training manuals, workshop collateral, and websites.

 

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