What should our group story say about our businesses?

A group story should explain what the parent contributes to its family of businesses, not simply describe which companies it owns. For The Dot Group, the initial brand strategy brief was to clarify the company's function and purpose in relation to the businesses within the wider family. The work subsequently expanded into a new name, identity, website and launch materials.

Consultation with investors and employees across the family of businesses revealed a repeated need for greater clarity about purpose. Stakeholders also shared excitement about the future and pride in making a tangible difference to people's lives. That combination gave the narrative a basis in both the group's role and the ambitions of its people.

Use stakeholder consultation to establish what the parent contributes and why that contribution matters. Comprend's 2025 review found that 99% of Europe's largest listed companies summarised customer value creation on their websites, while 96% presented a purpose, mission or vision.

A shared customer journey can explain how specialist businesses relate without reducing the group story to a list of capabilities. Teledyne's healthcare businesses developed technologies including radiotherapy systems and X-ray imaging, but operated and communicated in siloes. Customers often did not know the breadth of capabilities available.

The work for Teledyne Healthcare began with understanding the businesses' collective value. A fresh verbal and visual identity then supported a patient-journey narrative, connecting the technology solutions while keeping their human impact in view. The lead message, "Your technology partner for...", was designed to flex across the Teledyne Technologies group without losing focus.

Use a customer journey to show where each business's capabilities contribute to an outcome. Keep the people served visible, so the story explains the value of the connections rather than just the breadth of the portfolio.