How a 48-hour brand audit gave a pre-launch research company the strategic foundation to disrupt an entire industry

The challenge

Roots & Rigour had developed their service offering and core brand ideals, but they were about to launch into one of the most crowded, jargon-heavy sectors imaginable: academic research. They knew their participatory approach was genuinely different, but they needed fresh strategic thinking to cut through the institutional noise.

The pre-launch problem: Great ideas and genuine innovation, but no clear way to communicate why they mattered or how they were different from every other research consultancy claiming to be "community-focused."

What the audit uncovered

Hidden strategic assets:

• Category-defining positioning - "participatory research" vs. extractive academic approaches, completely unexplored
• Media ecosystem leverage - existing AiAi Studios and Navango platforms ready to amplify the brand
• Authentic mission clarity - genuine commitment to community agency buried under academic language
• Cross-platform integration opportunity -three separate entities that could become one powerful cultural force
• Market disruption potential - ability to challenge entire research industry conventions

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Category-defining positioning

Strategic problems diagnosed:

• Competing in the overcrowded "research consultancy" category
• Academic jargon hiding an authentic community-first approach
• Separate media assets not connected to the main brand strategy
• Revolutionary methodology presented as an incremental improvement
• No clear narrative connecting rigorous methods with community wisdom

Solutions & tools provided

1. Category redefinition strategy

• FROM: "Community-focused research consultancy"
• TO: "Participatory research that transforms knowledge creation itself"
• DIY framework: Clear positioning that rejected academic extraction model

2. Integrated brand architecture

• Connected Roots & Rigour to existing AiAi Studios and Navango ecosystem
• Created strategic framework for cross-platform amplification
• DIY tools: Brand architecture that turned three separate entities into one cultural force

3. Authentic voice development

• Extracted genuine passion from academic corporate speak
• Developed "passionate but rigorous" tone that challenged conventions
• DIY implementation: Voice guidelines that made complex ideas accessible without losing credibility

4. Strategic messaging framework

• "Knowledge created with communities, not about them"
• "Where community wisdom meets methodological excellence"
• DIY tools: Complete messaging hierarchy for different audiences and contexts

5. Launch integration plan

• "Knowledge created with communities, not about them"
• "Where community wisdom meets methodological excellence"
• DIY Tools: Complete messaging hierarchy for different audiences and contexts

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The Impact

Immediate changes Roots & Rigour made:

- Used audit messaging a foundation for website copy and brand positioning
- Implemented integrated brand architecture across all three entities
- Launched coordinated teaser campaign using podcast, video, and LinkedIn
- Applied strategic language framework to all communications
- Started leading with participatory methodology instead of academic credentials

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Business results:

- Clear differentiation as research disruptors vs. academic consultants
- Integrated media strategy that amplifies the core message across platforms
- Brand foundation supporting an ambitious cultural change mission
- Strategic framework enabling coordinated ecosystem development
- Authentic voice that attracts community partners and institutional clients

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Marketing campaign benefits:

- Teaser campaigns now hit consistent messaging across all touchpoints
- Media ecosystem working as unified cultural force instead of separate entities
- LinkedIn, podcast, and video content reinforcing the same strategic positioning
- Clear value proposition that pre-qualifies mission-aligned prospects
- Brand architecture that scales with ecosystem growth

The catalyst effect

After implementing the audit insights, Roots & Rigour's founders realised they weren't just launching a research company—they were building a cultural movement. The strategic foundation became the catalyst for an integrated approach that positions them as industry disruptors rather than service providers.

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Agency takeaway

"When you know the client well and they're ready to act decisively, a rapid audit can achieve what normally takes months of strategy work. Roots & Rigour didn't just get messaging—they got a complete strategic framework that connected their revolutionary approach to their existing media assets, creating a platform for genuine industry disruption."

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Audit Duration: 48 hours
Client Investment: One-time audit fee
Implementation: Client-led using provided strategic framework and existing media infrastructure
Campaign Impact: Coordinated teaser campaign across podcast, video, and LinkedIn that positions them as research industry disruptors rather than academic consultants

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