Distilling a consultancy’s brand proposition into a powerful marketing story.
A founder-led training consultancy had a big vision and a big problem: how to channel their ambitions and vast range of services into a clear and compelling forward-looking narrative that would attract the right kind of business (and consultants).
The consultancy’s website was a visible expression of the challenge they faced: so much to say that it was hard to get across anything at all. This team needed to carve a clear path through the forest and bring a strong-minded and sceptical founder along on the journey of becoming known for something stand-out.
What we did
A strong, flexible narrative is the foundation for any communication. For this consultancy team to fully realise its vision and attract its perfect clients, we needed to get to the heart of who they are. Our story shaping process is designed for this ‘open-heart surgery’. Over three workshops we explored the capabilities, motivations and beliefs of the team, cutting through the simple answers to the deeper perspectives and truths of the journey they are on.
We applied our unique approach to defining and expressing personality traits to one of their principal challenges: how to move the identity of the consultancy away from the personality of its founder, without losing the humanness of that individual driving force. And once the personality of this bold team was clear we focused our attention on the primary barriers to success. The output, a multi-storyline narrative that would drive their marketing and communication for the coming months and years.
A story has to come to life, otherwise it’s just a dream. We developed a playbook that would make sure the whole team understood the story, the personality of the business and how to make them work. Doubling as an induction tool, the playbook was to be the reference point at everyone’s fingertips whenever the consultancy spoke. Then came the big test – would the founder buy in to this new version of their life’s work?
No. Changes. We had for the first time captured an understanding of this business that even the founder had not been able to articulate.
“Write The Talk helped influence us to embrace the uncomfortable and really shout about how unique we are. Very much looking forward to engaging new and existing audiences with a punchier proposition.”