It’s one thing to rebrand an organization and hand over a strategic marketing plan; it’s quite another to actually support and facilitate the implementation of that plan. Black Lake did both with Lorence & Vander Zwart, helping them transform an abstract strategy into concrete success.
Black Lake specializes in guiding clients through a collaborative process to discover the core of their brand and the best way to communicate their values and purpose to their targeted audiences. Based on this information, we create branded assets that complement the sales process and brand messaging we have crafted for the client.
We went through this process with Lorence & Vander Zwart (LVZ), a financial planning and money management firm. Back in late 2014, we started the process of determining LVZ’s brand and where they were going. What we discovered was that LVZ had two distinct brands, one for their clients and one for their colleagues. When we delved deeper, we realized that LVZ had not two but three faces: their financial planning side, their advisors side, and the clients of the colleagues in their advisors side. We created assets to target each of these three faces, including websites for their financial planning business, advisors business, and client-facing business. You can see more of what we did with them here.
Here’s what partner Ryan Vander Zwart had to say about the process:
“We would highly recommend Greg and his team. The process led us to rebrand and helped us find our connection with our clients. The team conducted in-depth research and inquiry with all our partners and staff, along with focus groups with our clients. The process was thorough, and they brought a ton of valuable knowledge for us to consider. The results have been acknowledged by our clients and peers as a success.”
After these steps, clients can either run with their new brand and marketing materials on their own, or have Black Lake continue to assist in the creation of assets and communication of the message. LVZ is one such client that chose to continue to use Black Lake for monthly support. Since the end of the initial phase, we have updated sales materials, created a new series of one-sheets and proposal documents, and even built an integrated structure to save time and hassle for many of their spreadsheets and documents.
Because we created and improved assets and processes for them even after their initial creation, LVZ has been able to utilize the tools more effectively and has garnered positive acknowledgement from their own clients. Ryan Vander Zwart has this to say:
“We continue to work with Black Lake to stay on task and utilize their resources monthly. We continue to be pleased with their prompt service and guidance.”
As we continue to move forward with LVZ, we hope to keep making improvements and working together to help them grow and strengthen their brand. We’re excited to continue working with them and see what the future has in store as they further define the different faces of their business.