A Critical Lack of Alignment

A designer and manufacturer of high-end, prefabricated recreational and commercial structures for backyards, offices, events and other storage needs lacked internal alignment on critical aspects of their brand. Year after year, as their business grew and the industry became more dynamic, their brand became diluted and the team lost their vision of who they wanted to be to attract their ideal customers. They marketed themselves as the high-end alternative to mass-produced storage units and sheds, offering precision in their manufacturing process and excellence in their service, but still competed on price.

Customers were confused because they didn’t know what they sold and to whom, and their executive leadership team was confused because they lacked the northstar they needed to guide all departments in the right direction.

Build A Brand Roadmap

The vision for our collaboration was to reset, take a deep breath, and try to really understand who their customers were and how their brand could speak directly to them. Motivated by a goal to reestablish themselves as the market leader and achieve $1B in revenue in 10 years, they really needed to refine their strategy, redesign their supporting operations and business processes, and build a roadmap that leadership could get behind.

Facilitated Brand Workshops

By conducting a brand sprint to revisit all aspects of their brand, teams were able to align on who their customers were, what pains and challenges they could help their customers overcome, and a value proposition that speaks directly to them that leads with empathy.

We facilitated the brand refinement process with onsight, design-thinking workshops that gave all participants space to think creatively and share their ideas for building a future that would lead to their ambitious revenue long-term target. Our 6-step approach to brand refinement included:

• A Customer Experience Journey Map workshop plotted out key milestones across the customer journey, internal resources that were involved at every step, what tools were used to accomplish those objectives and what friction either parties felt along the way.
• Our 20-year Roadmap helped marketing and sales leaders of all roles align on a vision to get to $1B in revenue.
• Persona Design Workshops with key stakeholders helped leadership understand every detail of who their customers were, their life goals and objectives, roadblocks, pains and challenges, what solutions and resources they leverage to help achieve their goals, and demographics and habits so our client could start thinking about where they fit in and how to engage their unique audiences.
• A facilitated Value Proposition Discovery helped our client understand specifically what role their products played in solving their persona’s day-to-day challenges.
• A What, How, Why exercise brought us even closer to their brand. It helped all stakeholders understand the impact their brand had on their customers and gave internal resources the insights and context they needed to uplift their own understanding of the brand.
• A Competitive Market Analysis gave our client more visibility into opportunities to capture additional market share to grow exponentially.

Vision and Clarity

Armed with all the tools our client’s leadership needed to understand the value of their brand, their long-term vision for growth and how to best engage with their newly refined personas, GTM teams found new motivation in clarity. By focusing exclusively on their personas and their needs, they were able to pivot their thinking and redesign the journeys they wanted their customers to experience that truly differentiated their brand from the rest in their space.

With a detailed and focused roadmap, they no longer bombarded their customers with coupons and offers, but designed experiences that reinforced their positioning, their value and their entire relationship with their customer.