Success stories are fun to read for a reason. They help us feel closer to what a success might look if it were told about our brand or business in the future. And they provide a possible path (or at least a few ideas) to get there on our own. Do you need a success?
Today’s success story is about a smart guy with a healthy consulting business. But he had a look that didn’t match.
Greg Goates is a highly regarded leadership coach, human resources consultant and adjunct college instructor in San Diego who, like many in his profession, was not communicating a strong enough brand message. He was also not properly utilizing the tools available to him (dynamic website, LinkedIn profile, Twitter, Facebook, etc.).
So we started with a marketing audit to help him see where he stood at the time. Among other results, we found a website that was copy heavy and lacked any fresh content. Greg was using his site as more of an online resume or brochure. And it was not telling his compelling story in a way that inspired his visitors. Finally, it was a little too much about him and not enough about the benefits he could bring his clients. So success for Greg’s business was being limited.
Here’s Greg’s site (and logo) before we began his re-branding project:
So we took Greg through our strategic brand development process and came up with a new way to tell his story (visually and verbally). And once we had the strategy confirmed (including a new brand promise), we brought in a creative talent to help develop the logo and website design.
Based on the strategy, here’s the brand new look for Greg’s business – just launched this past week:
A totally new website at goatesconsultinggroup.com
A fresh new logo and design
A new brand promise
A brand new business page on Facebook
So what’s the value of this branding strategy effort? How do you measure success?
Of course, we’ll all be watching Greg’s business over the coming months to see the results that matter. Those include the number and size of his new client engagements. We’ll also watch site traffic, likes on Facebook and engagement on LinkedIn. But what are some of the softer metrics for Greg?
Personal momentum and confidence – Greg, as you might expect, feels substantially more energized about his business and has a lot of new news to share with current and potential clients.
Added social credibility – Greg is now getting better known to the San Diego community as well as the world via his web presence, blog and Facebook page. While these will take time to grow and flourish, there is now a much more compelling story resulting when someone does a Google search for a consultant with Greg’s background.
Integrated look and feel – Greg’s consulting practice now has a set of reinforcing brand properties that will help him attract and retain clients. His new look will help potential clients decide to say “yes” to his services.
Of course there’s more to do. Greg’s branding success story is just getting started.
But we like where he’s headed.