Solutions That Drive Results
Turning an Expansion Into a Success Meant Connecting Partners
Following an expansion, the Legacy Family Office team realized that there was a disconnect between the old and new leadership. While all the leaders all felt they had a concise and focused vision for the company’s future, they did not have any of it in writing and did not know what parts of the vision they shared – or didn’t share. They realized that getting on the same page was critical for the ‘long game.’ The team called Karley based on a referral, and she put them at ease right away. Karley knew the project was a great fit for her because she knew the team was committed to doing their homework.
PROBLEMS & CHALLENGES:
Strategic brand positioning was not clear, concise, integrated or active
Purpose, what they do, how they do it, how they’re different, and value messaging needed to be developed
Needed a long term vision of who they wanted to be and who they wanted to serve
Lacked an in-depth target audience profile
Needed unique value propositions (UVP) as well as benefits and differentiators so they could let prospective clients know how they were different from other firms
Required consistent and clear communications strategies
Needed a Strategic Marketing Plan
PROJECT SCOPE:
Develop strategic brand positioning elements
Create an in-depth profile of the target audience and how best to communicate with them
Create a concisely written purpose statement
Create a 3-5 year vision
Create unique value proposition (UVP)
Develop brand promise to drive customer experience
Create clear and concise messaging
“Our whole team is now aligned with an understanding of why we do what we do, and where we’re going. Everybody is rowing in the right direction and at the right speed thanks to the work we did with Karley.”
Approach & Solution:
This project kicked-off with three in-person discovery sessions to figure out the company’s purpose, vision, target audience, unique value proposition as well as benefits and differentiators, their pitch, brand promise and brand story. This work helped all partners get clear on what the brand represents, as well as where they wanted to take it in the future.
Karley’s next step was to spend time working with the company’s business coach to further explore the brand elements that had been developed in the discovery sessions and then to refine them.
The final step of the project was to solidify the brand elements into a guide that the Legacy team could refer to whenever needed, but especially during periods of innovation and growth.
Impact:
Working together to create consise and clear messaging has brought the team together. They are now able to not only define who their ideal clients are, they are able to hire staff and consultants because they understand their direction and they are now receiving referrals for their ideal clients because they can communicate to others who those clients are.
ROI:
All partners are aligned on what the Legacy brand represents as well as future goals and how they are going to achieve them.
Being able to identify ideal clients has allowed legacy to attract them. “We now say no to more clients than we say yes to because our clients need to be the right fit for our future.”
It’s easier to hire staff and consultants because they know their direction is and how new team members can help move them forward in the right ways.
Referral partners are now referring more of their ideal clients because their messaging about what they do and who they do it for is more clear and concise.
They were able to hire a consultant to help them with change management and sales targets because they know the direction that they are heading in.
They have created a long-term working relationship with Karley to refresh their vision on a yearly basis, and will continue to work with her to update their goals and continue to innovate.
“Karley’s very personal, knowledgeable, and she understands business owners. Our whole team felt comfortable working with her, and we have all networked with her network – we feel a synergy with the people she works with.”
