Developing Foundational Messaging to Create A Compelling Brand Story
After Lynne Golodner completed the Goldman Sachs 10,000 Small Businesses entrepreneurship program in 2018, she began working with fellow Goldman Sachs graduate Chris Tremberth of Rival Insulation, a piping insulation contractor to a variety of industries in SE Michigan. The relationship was powerful and compelling from the get-go, as Lynne learned about a new technical industry, and Chris and his VP, Paul McEachren, began articulating what made their company stand out from the competition.
Focused Messaging to Guide Business
Over the course of many months, Your People LLC worked with Rival Insulation to develop foundational messaging to share the compelling brand story articulately and wisely. This included developing foundational content, tweaking mission and vision statements, establishing a new tagline, and guiding the revision of the company’s website, including creating website content. Lynne accompanied Chris on a tour of some work sites, taking pictures and gathering stories from men in the trenches to help share the company’s vibrant story on a variety of levels.
Additionally, Your People assisted Rival Insulation in creating twice-yearly email newsletters to share the company’s good news with customers, colleagues, and industry folks, building goodwill for the company and expanding its reach.
This type of focused messaging work guides business development in powerful ways. It’s the kind of work the Your People team loves to do and does well – to the tune of repeat business and ongoing, mutually beneficial relationships. Since we believe the key to business growth is Strategic Storytelling, Mutually Beneficial Relationships, and Higher Purpose, we love working with clients who embody all three and are open to taking chances with their brand footprint, clients like Rival Insulation.
“Marketing wasn’t a term we used or would imagine would benefit our company in any way; we were very wrong. After meeting Lynne and her team at Your People LLC, they really listened to our story and gave us the incredible opportunity and tools to convey our story, which really connected us to our current and future customers. This connection has bought us more repeat business and given our prospective customers a deeper connection to our work and who we are.”
– Chris Tremberth (CEO) & Paul McEachren (VP), Rival Insulation