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
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.
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.
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.