Over the past three years, Omega Accounting Solutions has dramatically expanded its product and service offerings in entirely new verticals and, to support this, the team has more than tripled in size to over 200 employees (and growing). All of this growth is great – if you have a brand strategy in place to support it. That’s where we came in.
So, how’d we do it?
1. We asked good questions, listened carefully, and connected important dots
When we first met with Omega, they were buzzing with exciting ideas and opportunities for how to continue to keep their momentum going and grow the business. But, what was missing was a clear understanding of how these activities actually fit together: Does it make sense to play in each of these verticals? How are we different from any other advisory out there? Does our “Omega Accounting Solutions” name even make sense any more?
We spent a lot of time asking questions and listening carefully – to Omega leadership, partners, and what was happening in the market as a whole. We sought out additional perspective through secondary research and scoured client reviews, commentary, and requests. Through that, we were able to unearth the core of the Omega brand – a commitment to helping small business owners access the clarity and confidence they need to make better informed business decisions. This insight served as the foundation of our brand work, including naming and brand architecture.
2. We brought structure to the brainstorming
Ever heard the expression “structure creates freedom”? Well, we have and you could say we’re big believers. To help Omega bring their brand vision to life we developed a series of tangible frameworks to secure internal alignment and buy-in and empower writers, designers, marketing managers, affiliate partners, customer service specialists, and every other Omega team member to truly understand, own, and embody the Omega brand. This included brand-level messaging, product-level messaging, a brand standards book, and a formal internal brand launch plan.
3. We focused on the customer first – always
Each recommendation was first filtered through the lens of “how will this help Omega clients and partners?” We developed detailed customer journey maps that identified exactly what was going through the mind of our target audience at each stage and the appropriate channel, message, and tactic Omega could use to meet their current needs and deepen the client relationship. This effort resulted in a step-by-step plan that not only simplified the Omega marketing team’s implementation of new brand and marketing activities, but worked to maximize the lifetime value of each client and partner.