Department of Business Assistance (DBA) Challenge The Virginia Department of Business Assistance (DBA) provided services to various target markets, and many of these services were unique. But a number of them were also offered by other agencies. DBA was often confused with other agencies and private companies that offered business services and advice. Thomas Wright was hired to conduct a branding analysis and to provide DBA with a recommendation for branding and program rollout. Approach To determine the brand position, we looked at both internal and external factors. Internal interviews were conducted with key stakeholders to gain buy-in, and to further understand target markets, market challenges and opportunities, and agency strengths. We conducted a competitive analysis, reviewing marketing communications materials, and existing competitors. We also conducted an online survey to reach representatives in each of the unique target markets. An audit of existing DBA communications materials was also conducted. Strategy Unique discriminators and key messages were determined, along with a brand positioning statement and several recommendations for a positioning theme. Thomas Wright provided insight for a new brand identity to be developed in Phase II. Tactical recommendations for brand rollout were outlined, along with recommendations for strategies to differentiate DBA in the marketplace. All recommendations were presented to stakeholders as part of a quarterly off-sight meeting. Deliverables •   Recommendations for new brand and tagline •   Customer satisfaction survey •   Evaluation of communications materials, recommendations for new materials •   Rollout strategy Results Recommendations were used to develop a new brand identity. Research findings identified key drivers in increasing brand awareness and service outreach to local economic development departments and key business leaders throughout the state, which provided DBA leadership and developers with additional strategic alliances with other state agencies.