Brand Strategy + Messaging Development For a Network of Companies
Phase 1:
PROJECT: BRAND STRATEGY + MESSAGING DEVELOPMENT
OVERVIEW:
Ground Rule is the parent company of 4 subsidiaries. Each has their own core competencies but often work together for the benefit of their clients. Effectively communicating the purpose of each company and how they are a part of Ground Rule was the primary reason for them coming to me for help.
During our initial conversation, I learned they didn’t yet have a brand strategy for any of the companies so I recommended we start with a brand strategy and research into their target market. A brand strategy would allow us to create consistency and cohesiveness between the various companies while target market research and development would allow us to be more effective with our messaging development because we will then understand their target market on a deeper level so we can effectively communicate with them.
Deliverables:
Target Market Analysis and Client Avatar Development
Brand Strategy with Key Messaging
Presentation deck and PDF overview of each company to utilize in their new business efforts
Here’s a look at some of the unifying brand messaging and brand strategy:
Unique Value Proposition: Through my market research for the brand strategy I identified that each company infuses and approaches their projects in an owner’s representation and project management approach. Because of this and it being a unique approach for each company, this could become one of the unifying elements to tie each of the companies together while also helping them stand out amongst their individual competitors.
Defining Owner’s Representation: Owner’s rep is a niche term in the project management industry. While it is the approach they take, Ground Rule noticed that none of their clients know what the term means and it often becomes a sticking point for prospects. We distilled this concept down to define it in easily digestible terms for prospective clients so they not only understand what it is but how it benefits them.
Network of companies vs. family of companies: Since Ground Rule is the parent company with the 4 subsidiaries and all can work independently or in conjunction with one another, they found it was difficult to clarify this to prospective clients. They originally referred to it as a “family of companies” but I identified that this term was insinuating it was a family company rather than it’s intended meaning. Because of this, we changed the term to be a “network of companies” and developed the messaging further to really illustrate how the entire organization functions and benefits clients.
A look at the final presentation deck:
The goal of both the presentation deck and the PDF version was to be able to use each company’s section individually or package them with others based on the potential client’s needs.
The below deck provides a lighter version utilizing icons for the services since they would be speaking directly to the prospective client and could provide additional information. However, in the PDF version we expand upon the services to include 1-2 sentences about that that service is as well as the benefits of an owner’s rep. That way they can provide that version either before or after meeting so the potential client still has the information they need.
Phase 2:
OVERVIEW:
Ground Rule is the parent company of 4 subsidiaries. Each has their own core competencies but often work together for the benefit of their clients. In the first phase of our project, I helped them develop a cohesive brand strategy and key messaging to not only let each individual company stand out but also illustrate how they work together.
During this phase of the project, it was time to take that brand strategy and messaging to redesign their existing websites. Along with infusing the new messaging, a big focus was also on creating SEO-rich copy and optimizing each page on each site for SEO purposes.
Here’s a look at how the websites turned out using both the brand strategy and the key messaging from Phase 1:
“Thanks, Mallory! Quick story for you, we used some of the new language you created and links to the new and improved website in a ‘cold’ outreach email this week. The potential prospect responded to the email within 8 hours and we have an introductory call set up with them next week. We’re already seeing great results and I had to share this with you!!”