Lansberg Gersick Advisors — Brand positioning, content strategy & content retainer

Clarifying brand positioning, creating a customer journey map and content strategy, and fulfilling a content retainer.

CLIENT

SECTOR

Family Enterprise Advisory

YEAR

2023

DELIVERABLES

Brand Positioning, Brand Studio Retainer, Content Strategy

STORY

THE CHALLENGE

Lansberg Gersick Advisors is a 25-year-old business advisory and education company in the US, focused on providing continuity services to family enterprises, and one of the pioneers of the family enterprise advisory field.

After decades of high-quality work in the field, the organisation found itself confronted with increased competition in its niche, and struggled to position itself and do its experience, team of experts and services justice. Work was also required on brand identity and tone, to align the team and make them feel more unified behind the LGA brand.

There was a clear need to move from relying uniquely on face-to-face interaction for business acquisition, and to start leveraging other channels to generate leads and grow brand equity through a targeted content marketing strategy. The firm had consistently created high-level content that was not being distributed or highlighted enough.

OUR APPROACH

We developed a brand positioning statement to clarify how LGA should be perceived in the minds of their clients, and created a series of brand promises for the firm to use across its brand collaterals and when pitching to clients.

We created a customer journey map and content marketing strategy for LGA, to stay focused on responding to client emotions and creating an intentional experience.

LGA then engaged us on a content retainer. We repurposed the firm’s archive of existing high-level content, and developed an original LGA podcast brand, producing its first season in both English and Spanish to create more content touchpoints with clients and prospects.

The firm’s experience was not in question. What it needed was a shared way of describing it.

THE OUTCOME

The brand positioning statement allowed the team to align around a shared goal and start using the promises in their outward communication. That focus let LGA streamline its marketing efforts and eliminate activities that were not adding value.

The customer journey map and content strategy moved LGA towards a more client-centric culture, whereby the experience they offer stays at the centre of their efforts.

Repurposing the archival content and producing the podcast gave the team a great deal of material to share with prospects and clients, deepening those relationships.

LGA has confirmed that podcast episodes played a crucial role in the conversion of a number of clients. The firm increased its website traffic, gained momentum on social media, and shortened its funnel time by giving the team standardised language for all major services.