We then got to work on the Helmsman Value Proposition; how the brand and its products uniquely solve a problem or meets a client need. When Helmsman begins a project, they start with the end in mind, creating a consistent line-of-sight and certainty on goals, removing complexity as a pervasive issue.
With each process Helmsman implements, complexity is no longer a challenge, and outcomes easier to attain. Numerous detailed Helmsman case studies were also developed, to verify the merit in conquering complexity. Helmsman now has a clear, logical positioning and tools to effectively engage and convert prospects.
We developed a brand platform that positioned the brand clearly in the context of the market, vision and capability of the business. The brand image and identity also needed to evolve to deliver on the value proposition and resonate with a particular audience group (another component of our work was developing a stakeholder matrix of all key audiences; their rational needs, functional roles, aspiration and best communication channel to engage them with).
The final part of the framework was to develop a content strategy based on the stakeholder matrix to ensure consistency and engagement via targeted communications. This aligns core brand messages to audience-of-one needs and channel preference. supported by a robust digital presence, data analytics and conversion optimization.