Real Brands, Big Results – Measure to Scale with Branding
In today's fiercely competitive business landscape, the power of branding cannot be underestimated.
It's not just about creating a catchy logo or a memorable tagline; it's about crafting a narrative that resonates with your target audience and drives your business toward long-term success.
At Conspire, we help our clients measure the success of investing in their brands by looking at how it impacts all aspects of their business. We strive to not only get the job done, but help clients measure the success of their work with Conspire against long-term goals.
Three lenses of impact we help frame this focus through are culture, community and performance.
We’re going to looks at three brands that Conspire helped to build on purpose, and how we are able to measure the success of brand strategy and brand identity work to their ability to scale.
Culture
Needing to tell a unique story of their purpose-driven vision for a better kind of call center, Fortuity had two very distinct audiences: corporate clients in need of outsourced customer support and a local inner-city workforce in need of better career opportunities.
Over two years of building together, Conspire was able to distill the story of “Doing Good Business” into a brand, narrative and experience capable of inspiring organizations interested in great corporate citizenship, as well as individuals and families looking forward to a brighter future.
Now, Fortuity has amassed a plethora of “Best Workplace” awards in the city from their ability to not only create jobs and fill them, but keep folks sticking around because all of Fortuity’s buzz holds up to be true.
Over the past year:
98% of in-person interviews show up
90% of job offers were accepted
310% growth in FTE, a key KPI for Fortuity
“Our brand keeps us all on track. It is our reminder. We can always deliver consistency to our clients and our employees because we all know our promises.
We leverage the brand heavily to recruit, to push people through our doors. Once they see it, the great environment, they see people that look like them, it immediately creates a sense of belonging in the workplace.”
Performance
Basesix came out of the gates and immediately put themselves in a position to compete with market leaders in the low-voltage systems integration space.
With a best-in-class story of purpose and experience with their brand, Basesix has been able to capture a major increase in market share, competing not only for the biggest jobs in the Southeast, but across North America.
In just five years, Basesix has made some serious moves. In June of 2019, months after launch, Basesix started picking up momentum around Atlanta and quickly grew to a team of 25 employees and a handful of vehicles. Now, Basesix has opened satellite offices in Nashville and Birmingham, having expanded to a team of 135 employees with a growing 74 vehicle fleet.
2019 > 2022 = 3x profit. Expecting 4x for 2023
Offered 401k profit share starting in 2021
3 total locations, 135 employees, 74 vehicle fleet
“Not only are we confident in what we are selling and how we do that, we know whether it’s a client or a job applicant, from when they are first introduced to Basesix and then check out the website to walking in and seeing the place, they know we are legit.
We are successful in recruiting and retaining clients and employees because everything we say Basesix externally reflects who we really are internally.”
Community
To breathe new life into their organization, Conspire led the leadership of the Worthington Resource Pantry through a strategy engagement that would net a new name and identity, reinvigorating a wonderful non-profit and giving way to new programs and initiatives.
The new brand has since worked to develop more interest and awareness from community donors and volunteers.
In 2013, before the refresh, with a small team the non-profit served 1,332 neighbors on 2,970 visits on a $291k budget. Having a strong brand to lean on, the WRP has been able to scale massively in less than a decade, leading to 2022, when the WRP and 480 volunteers served 72k neighbors a total of 846k meals with a $1.72 million budget.
Since 2013:
Neighbors served > +5,000%
Budget growth > +5,800%
Donation growth > +852%
“We don’t know how they did it, but Conspire sold our Chairperson and our board on an amazingly clever new name and logo that is a perfect representation of who we are today, and more importantly - what we want to be for our community in the future.”
What happens when we don't?
While these success stories exemplify the profound impact of branding, it's crucial to recognize what can happen if the opportunity for a rebrand is missed.
In the highly competitive world of small businesses, the statistics are sobering:
30% of all US small businesses fail in the first TWO YEARS.
50% of all US small businesses fail in the first FIVE YEARS.
70% of all US small businesses fail in the first TEN YEARS.
In such a challenging environment, providing entrepreneurs in underserved communities with the opportunities and resources they need to establish and grow their small businesses is critical.
Branding isn't just about aesthetics; it's about creating a powerful narrative that can transform businesses and communities.
At Conspire, we're passionate about helping our clients harness the true potential of their brands, and we're committed to making a difference in the world of business and beyond.
Let's work together to build brands that not only succeed, but leave a lasting impact on culture, performance, and community.
