After our Discovery meetings, it was clear that the founder/senior consultant of the firm had an authentic ability to connect with people and engagingly educate his audiences on matters that are usually somewhat overwhelming, boring, and confusing. But, the current company website did not reflect this brand DNA; in fact, design choices provided the exact opposite to its viewership. No one would read walls of words on each web page; the website lacked the high-level brand messaging/titles that engage the audience. From a design perspective, all collateral had dark blue and gray as its color palette and black and white imagery. Even a man with his back turned to the camera on the contact us page to top it off. None of those design choices conveyed this consultant firm’s warmer, inviting experience.
TruBrand completed a brand refresh by redesigning its visual branding; we added a touch of color to the color palette (orange and brighter blue), revamped their logo, collateral, and website to include all full-color imagery. A brand story was developed to zero in on their brand DNA and write high-level brand messaging that spoke to their target audience’s pain points. Consultants are people that can genuinely connect with their clients. Thus, we added a face to a faceless brand for the human approach, elevating the founder’s presence on the website to communicate with their target audience. Videos were added on multiple pages to share industry expertise and offer insights into their services.
With a solid brand foundation laid, we prioritized our efforts on account-based campaigns to reach high-quality leads. After implementing an automated marketing system, a video brochure was developed and used as the central piece in a dimensional, direct mail campaign which drove the leads to their personalized landing page. Ongoing lead generation includes offering lead magnets/eBooks and blog posts promoted on social channels.