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Work

# The Work Behind *the Results.*

Every business has a story worth telling. Here's what happened when four of them got clear on theirs.

Client names are withheld out of respect for their confidentiality.

Multi-site healthcare services company

## From Chaos to Cohesion

Brand foundation through 16 acquisitions

90% employee retention

18% more customers who'd recommend them

100% client renewal

**The moment.** Rapid growth through acquisition had outpaced the company's identity. With no shared definition of who they were, employee churn hit 117% and 60% of clients were lost.

**What we heard.** People didn't know what the company stood for, or how their work connected to the care residents received.

**The foundation.** Summer defined the brand from the inside out: one mission, four values with clear behaviors, a brand essence and clear differentiators, built to stay consistent everywhere while adapting to each local market.

**What it made possible.** 90% employee retention (industry average: about 70%) · 18% more customers who'd recommend them · 100% client renewal

B2B professional services firm

## A Rebrand That Brought the Right Clients In

Full brand foundation and rebrand

750% more inbound leads

60% of new business from inbound

**The moment.** Summer joined as the first marketing hire. The firm had never had a brand strategy and couldn't answer three questions: who are we, why are we the better choice, and how do we say it?

**What we heard.** Competitors all sounded the same. Clients revealed the real advantage: the firm found the exact right expert for every project, fast.

**The foundation.** A "precise-fit" value proposition, brand story, core messages, personas, ideal client profile, values, voice and visual identity, launched to the team first.

**What it made possible.** 750% more inbound leads · 60% of new business from inbound

Wisconsin community bank

## Big-Bank Strength, Small-Town Heart

Brand strategy for a new name

"Take good care of us."

A customer, during focus groups

**The moment.** A bank near Madison was acquiring a bank rooted in small rural towns. The combined bank needed a new name, without it feeling like a big-city takeover.

**What we heard.** Customers wanted more than their hometown bank could offer, but they worried about losing it. One said it simply: "Take good care of us."

**The foundation.** A brand strategy that honored small-town Wisconsin pride and introduced expanded lending, digital banking and financial education as the community finally getting what it had asked for.

**What it made possible.** A clear foundation and direction for a successful go-to-market.

B2B safety labeling manufacturer

## A New Name, a New Home, One Clear Story

Brand foundation for a new name

Acquired. Relocated. Renamed.

**The moment.** Newly acquired, relocating from Pennsylvania to Minnesota, and launching under a new name, the company needed to know who it was before going to market.

**What we heard.** Every sale involved four different buyers, each caring about something different.

**The foundation.** Purpose, vision and mission, team values, an ideal client profile for all four buyers, personas, a value proposition and a brand promise.

**What it made possible.** One clear story, a team aligned behind it, and a foundation for a successful go-to-market.

## Facing Something *Similar?*

Tell us where your business is today and where you want it to go. We'll help you find the right place to start.

[Start the Conversation](https://calendly.com/summer-cfkt/30min)

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