BrandQuest’s deep dive into global scuba diving safety

How BrandQuest’s deep dive into global scuba-diving provided clarity, alignment and direction for The Human Diver

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At BrandQuest, we are often retained by Clients for three core reasons:

A): they realise their brand messaging may be confusing to their end customers (ie: lacking clarity)

B): that their management and/or marketing team have differing views and opinions about how to best articulate their ‘sales’ message, (non-alignment),

C): their business proposition has matured or adapted to changing market needs, but their brand has remained stagnant (re-direction of purpose).

Whilst the above is not always the case, clients approach us because they recognise a break-down in one or all of the above scenarios.

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Working with elite global instructors

Such was the case when we were approached by The Human Diver – a global team of elite-trained human performance / high-performance team instructors headquartered in the UK and operating across 12 countries in both hemispheres in the world of scuba-diving.

These are no ‘ordinary’ instructors working in the diving sector, they include elite professionals from defence special forces, fighter jet pilots, civil aviation, submariners, medicine, and other high-performance fields, where decision-making, situation awareness, and safety in demanding conditions are both essential and critical.

Due to their backgrounds these instructors were highly skilled in the field of Human Factors (HF) and ‘Just’ culture, assets that are fundamental to improving safety – and therefore enjoyment – in any potentially dangerous environment, and especially so in scuba diving.

However, most of The Human Diver clients were unaware of the importance of ‘HF’ and ‘Just' culture to their well-being, enjoyment, and safety underwater.

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What the Founder had to say about BrandQuest

“We recently undertook a ‘branding exercise’ with the BrandQuest marketing company. An exercise that was inclusive of all our global instructors, and has more clearly defined what we do, why we do it and what we bring to the diving sectors.”

The brand strategy brand proposition has now been brought to life on their updated website

The Human Diver top-line messaging has been clarified and simplified – while greater depth and explanation cascades within the tiered messaging.

The core proposition to those scuba divers who want to experience enhanced performance by being more knowledgeable and aware is summarised across three core statements:

- Specialised training from globally recognised instructors.
- Be aware. Enhance your performance and safety underwater.
- Be part of a trusted, global community of high-performance divers

Summarised with a new brand tagline:
“Be better than yesterday.”

From what was a highly complex and sophisticated brand proposition – one that was potentially confusing to customers – the BrandQuest process has refined the brand promise, delivered clarity across the global team and provided direction for the future growth of The Human Diver.

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Your brand, people and culture can benefit just like the global Human Diver team has.

Since 2007, BrandQuest have assisted companies and services of all sizes and across many diverse categories and international boundaries to define their distinct and unique brand strategy to success.

If you are seeking *alignment * clarity * direction - please contact BrandQuest.

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