CASE STUDY
Developing multiple value propositions for a high-growth advisory organisation
Challenge
Our client – a global commercial insurance broker – had enjoyed impressive, sustained growth. Its deeply entrepreneurial approach had delivered impressive gains in market share.
However, to scale even further required more than energetic salesmanship. The organisation had already invested in developing its brand narrative – and asked Wordtree to develop this further into distinct value propositions for key business units.
Solution
We piloted an approach with one business unit. We started with a deep dive into the organisation’s activities, interviews with key stakeholders – including clients and senior leaders, and a competitor audit.
Based on this information, we created a brand-aligned value proposition and messaging system – and created key items of collateral to express the new positioning.
We then rolled this approach out to other business units.
Results
The most immediate results included a reduction in the time team members were dedicating to creating collateral such as pitch decks and leave-behinds.
This was followed by increases in engagement and lead generation. And critically, the work means that all team members are describing their offer and its benefits in the same ways.
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Professional services organisation