Adapting a brand positioning to align with culture and expertise
SBI is the premier go-to-market expert for revenue growth through actionable consulting. With a reputation as implementers in a sea of consultants, SBI needed a precise brand positioning to update their messaging in a way that aligned with their desirable culture and expertise. As a unique consultancy led by leading industry experts, SBI needed a memorable brand architecture that spoke to their go-to-market work and substantive relationships they’ve built with their customers and partners.
SBI’s new tagline, “Driven by Insights, Delivered from Experience,” solidifies its position as a collaborative consulting firm run by experts and implementers.
Sustena’s brand work has been transformational. Internally the new brand has become a great unifier, bringing our employees together in their focus on our business, and the vision of what we are building. Externally, the brand has captured our emphasis on client delivery excellence and helped signal to the market that we are doing something significant over here, that will be instrumental to our clients' success. ” Mike HoffmanCEO
The management consulting space is a highly saturated market, and their former visual brand was not allowing them to stick out as much as they intended to.
We designed a new logo that included SBI’s name paired with a bold symbol representing the upward trajectory of their financial solutions. This update gave the brand a new gravitas and presence.
As the industry’s best-kept secret, they had built awareness among a cadre of sophisticated, mid-market C-level buyers, but there was less awareness than legacy generalist firms.
We prepared a digital campaign build-out and brand launch messaging to help differentiate their unique offerings in the consulting world.
Shift the messaging focus from short-term business offerings to long-term solutions.
When we develop a message platform and strategy, we ensure it addresses where clients are and where they’re headed. These messages roll up into an inclusive value proposition that serves a company’s positioning statement. We helped SBI with this framework, allowing them to be flexible while maintaining brand consistency.