Brand repositioning

Voice-of-customer research to guide repositioning

Bluegreen repositioned a leading digital firm that was moving beyond web development to focus on custom software. We began with a deep dive into voice-of-customer research and competitive review. As a result, we could develop a messaging and creative platform that appeals to the expert buyers in their new market.

Project highlights:

Voice-of-customer research interviews and employee surveys
Detailed competitive review of changing landscape
Target audience profiling and focused messaging
Creating core sales presentation and digital content
Process naming, copywriting for high-impact items

You can learn a lot about yourself by speaking to your customers.

Voice-of-customer research and competitive assessment

We began by interviewing prospects, customers, employees, and partners. This gave us insight into what prospects care about at different points in the buying process. We also discovered the firm’s best referral partner was eagerly pitching them the wrong way. And to help them better differentiate, we assessed how competitors position and present themselves.

We wrote sales tools and web content with a bold voice that speaks to customer needs and stands out in their market.

Evolving the brand story, writing for high-impact pieces

We built messaging around embracing complexity and bold outcomes. This allowed us to write case studies, sales tools, and web content with a unique voice that speaks to the needs of their market. We also named their proprietary process to make it a brand asset, and drafted sample writing for trade shows and thought leadership.

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Brand strategy consulting services

Looking to reposition or rebrand your business? Bluegreen offers brand consulting engagements at any altitude.