A Healthy Brand Story

By Joe Miller | October 29, 2015

Coughlin Group

We love clients like Jeanne Coughlin. We love all of our clients, of course, but we have a rather long history with Jeanne, having helped develop her brand, the Coughlin Group, through the years.

Her brand has grown and evolved, as all brands must. So last year, we partnered with her again to make her healthy brand even healthier. The old marketing adage (paraphrased here) applies — the best time to market is when you’re doing well.

What do we mean by healthy? Ensuring that at every point of contact, from initial client prospecting through presentation and follow up, the Coughlin Group looks, acts and speaks in a consistent and unified manner.

Part of the job was to create a related brand for her proprietary work process, making it the feature product at the center of her corporate brand.

The Process itself: CG one

Coughlin Group

We helped her systematize her business planning process, breaking it down into three main phases with clear steps making up each phase, and then helped identify the ten benefits clients derive working through her process.

CGone Process

Then we created the name for her process, CG one, and a logo mark, both closely related to and supportive of her corporate brand, The Coughlin Group.

Jeanne’s unique benefit is that she works through the business planning process personally with every client. She’s the consultant who stays around, after the plan is created, to help with implementation, measuring results and tweaking the plan. So, she’s the one and only consultant businesses need, and CG one is the one and only process clients need to work through to reach their business goals.

Then we wrote her brand story – a quick tale of Jeanne, her company and the evolution of her unique consulting process. It’s a concise, interesting way for prospective clients to know who she is, what she does and what they’ll get.

8924 Coughlin Story_V3 copy

Once the primary brand components were in place, we created marketing components and a website.

Today the Coughlin Group brand is healthier and full of energy. Jeanne is more confident and consistent about how she talks about it, the tools she employs to sell it, and how she implements her process. Her business has been streamlined and her brand is focused.

All of that helps her sell and gain referrals, which stimulates new revenues, which makes hers a healthy brand, which… well… that is the dRC healthy ending.

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Author

Joe Miller

Joe delivers copy, generates concepts, and helps determine strategy. He’s been doing it since 1991 when he started working with a small downtown Cleveland marketing firm. Joe joined the designRoom team as a freelance writer in 1993. He has an annoying knack for finding the core of a problem and the heart of a solution. He also makes the best coffee in the office. In early 2008 he joined the Marketing & Communications team at the Ohio Lottery. While there, Joe led the team that developed and implemented the Lottery’s first-ever social media initiative and crafted the Ohio Policy and Procedures and Terms of Use that guided all the Lottery’s social media involvement. In addition, he created a Winners are Everywhere campaign and managed the creative agency responsible for its implementation. Joe is also a professional musician and educator and occasional composer. He’s the Jazz Trumpet faculty and Jazz Combo conductor at Cleveland State University and has performed all over the world.

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