Dignity Funeral Services is a FTSE 250 company with a proud history dating back as far as 1812. In all its years the business has had little reason to develop a national brand as the reputation of most funeral homes is built 
at a local level. However, a changing marketplace and increased competition meant that now was the time to be very clear about what the Dignity name stood for.

From the workshop and analysis of research findings it was clear that Dignity invested heavily in its staff, facilities and services alongside innovating new products inline with social change. The funeral services provided by Dignity were by far the best in the industry and with their ambition to continue to strive for excellence in all that they do – With Distinction was born.

With 880 employees – the importance of brand understanding is critical to its success so multi-level and multi channel communications are being established to encourage ongoing engagement and adoption.