When a strategic planning platform provider wanted to rebrand its image, create a new website, attract a wider audience, and generate more qualified leads, they looked to Spoke for direction. The company, formerly known as LightStance, developed a unique SaaS platform that delivers structured, yet “blank canvas” features and processes that allow users to customize it for virtually any business or personal application in which consistently achieving goals and objectives is the end goal. Add to this a unique card deck that encourages group participation, and you have a dynamic platform designed for action and accountability that results in clearly defined goals and assignments for each team member and platform user.
While the platform offers many benefits to teams and individuals focused on goal achievement, interviews with the LightStance team and industry research revealed a general lack of awareness regarding the brand. We discovered that the platform was sometimes confused with project management resources that do not offer the same level of goal-setting benefits and features that encourage collaboration and accountability that set the LightStance platform apart from any of its competitors. However, the need for this type of solution remains high: a recent study found that 61 percent of executives believe that their company struggles to bridge the gap between strategy formulation and day-to-day implementation. Finally, we made the case that the LightStance name was not memorable and did not accurately reflect the platform’s attributes.
“61% of executives believe that their company struggles to bridge the gap between strategy formulation and day-to-day implementation.”
After gathering initial research and identifying challenges and opportunities, Spoke went to work constructing a messaging platform that would become the cornerstone for helping Lightstance to:
A new name, look, and messaging approach is in-tune with the company’s objectives.
The name was representative of how the platform brings people into harmony by bridging teams with strategy and consensus. In addition, the name extension “solo” was developed for individual users and “ensemble” for teams. Another prime benefit of the name is that it is the URL address to the new company website making it easy to remember and access.
“Strategic Harmony in Conzrt” set the tone for the new name and campaign and is now consistently used for inspiration throughout brand messaging. The theme quickly and concisely illustrates the strategy involved in the conzrt.io process as well as the harmony that comes when there is group (and individual) consensus regarding achieving professional and personal goals and objectives.
We created and implemented messaging that emphasized benefits important to business consultants: an important ideal customer profile that was identified during the research phase and provided a “one-to-many” opportunity for promoting platform subscriptions to a broader audience of business leaders responsible for corporate marketing goals and individuals seeking to plan and achieve their professional and/or personal goals.
We developed a new website to introduce the new brand name and messaging. By implementing a user-friendly approach, site visitors can easily scroll through the site to find the benefits that best fit their needs, from business consultants to business leaders to individuals all looking for an easy way to implement strategic planning and realize their goals and vision. We designed the site with clear calls-to-action that make it easy for visitors to request more information.
From new business cards and letterhead to presentations and brand apparel, the conzrt.io name and look were incorporated throughout company support materials. Additional resources will be developed during the next phases of the marketing program.
While it is still early in the implementation of the rebrand and introductory campaign, the initial feedback and results are promising. The website is beginning to generate qualified leads. Business consultants, business leaders, and individuals are positively commenting on the new brand name and theme. And company management is excited about the momentum building around the conzrt.io brand. Simply put, this is music to the ears of our valued client – and the Spoke team that helped to choreograph the positive results.