Branding strategy for Avanta plc

 With a turnover of £23 Million in 2006/7 and a projected turnover of £55 million in 2009/10, Avanta plc, is the second largest Prime Contractor to Job Centre Plus (JCP) and the largest provider of New Deal Self Employment services in the UK. They help get the unemployed back into work and train employees new skills, in work.

Following a merger in 2006, coupled with dynamic changes in direction from the UK Government on employment services contracts, (Avanta's main client), Avanta knew they needed their branding to correctly reflect who and what they were.

The company was still operating under three brands when Avanta contacted KNA Strategic Consultancy to help clarify and formulate which would be the best branding model moving forward to meet their needs. Following an extensive research and analysis phase it was recommended to progress with one brand. The implications of this recommendation are currently being reviewed internally.