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Brand Glue work: Sweett Group brand positioning

Sweett Group

Sweett Group

The work Brand Glue completed has made a real difference to our global operation, and the roll-out of our single brand identity has been received fantastically well by employees, clients and shareholders. The workshops, interviews and brand positioning work delivered excellent thinking, and brought business units and people in the business together under an aligned positioning and set of brand values. More importantly for us, our clients now see us as a single brand across the world, with a positioning that sets us apart.

Theo Kjellberg
Group Communications Manager


The brief:

Cyril Sweett provide world class property and construction consultancy services and are growing rapidly, with over 40 offices worldwide. Having grown through acquisition and key wins, the group wanted to:

  • Address brand architecture and naming (the original group of brands can be seen above left)
  • Ensure the brand was used consistently across the group
  • Develop a positioning that resonates with clients

What we did:

Brand Glue designed an approach with the Group Marketing Director including an audit of the brand and competition, followed by brand positioning work.  To complete our brand model and make recommendations we designed a programme to really get to heart of the brand:

  • One to one interviews with the senior management team
  • Workshops in London and Dubai with key team members
  • Customer phone interviews
  • Self-completion questionnaires


The recommendations were far reaching, with the Group embarking on a global brand consolidation exercise to create a single brand identity.

The parent company will be re-named Sweett Group plc and all operations will be conducted under the Sweett rather than Cyril Sweett brand, creating a globally consistent brand identity across the Group's operations in Africa, Asia, Australia, Europe and the Middle East.


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