Helping a New Professional Services Venture Take Flight
The Challenge
Startup consulting company ThinkrBelle was in search of some magical marketing dust to help it take flight. They asked Hop Skip to advise on their marketing strategy and to develop the brand and collateral for their public launch.
ThinkrBelle: Helping a consulting firm make a big spash in phara and tech
BACK TO PORTFOLIO
- Brand and product development strategy
- Brand personality, position and promise
- Brand narrative development
- Business collateral
- Website
- Event signage
WHAT WE DID
developing a marketing strategy for this new category entrant
ThinkrBelle acts as a catalyst between Canada’s pharmaceutical industry and pharma technology. They’re the only ones who do this, and how they do it is unusual, too: they custom-build advisory teams based on the client’s needs. Additionally, they consult to venture capitalists looking to invest in pharma tech.
Because ThinkrBelle was creating a new category, they faced unusual go-to-market challenges, including educating both pharma and tech markets about the service offerings and connecting with diverse markets. Not one to shy away from a challenging strategy or branding project, our Hop Skip team jumped right in.
Because ThinkrBelle was creating a new category, they faced unusual go-to-market challenges, including educating both pharma and tech markets about the service offerings and connecting with diverse markets. Not one to shy away from a challenging strategy or branding project, our Hop Skip team jumped right in.
The company
We tackled this project in three steps: establish the strategy, develop the brand, and create the collateral.
Step 1: Establish a strategy
Hop Skip was one of a few advisors invited to participate in ThinkerBelle’s strategic planning work. Founder Orchid Jahanshahi knew the buyers and offering, but needed a cross-functional team to help crystallize how to communicate it succinctly. During this day-long brainstorming session, Hop Skip led discussions about the category, buyer needs, key messaging and how best to present the offering on the website. By day’s end, ThinkrBelle’s offering was clearly articulated, and we had draft messaging and headlines.
Step 2: Develop the brand
Now the organization needed a mark and design system to make everything a cohesive, recognizable brand, from the website to the LinkedIn page. We welcomed ThinkrBelle to our office for our hands-on branding workshop. This is our tried and true method to quickly establish personality, promise and position. We also fine-tuned a naming convention for the services and explored how best to employ the Peter Pan pixie dust tie-in that they adopted early on.
Next on the agenda for this bootstrapped firm, was developing the concept economically. We presented three unique concepts, then the ThinkrBelle team selected parts from each concept that we combined and refined into a modern, unique look and feel. To ensure they were on the right track, along the way they sought peer feedback on the concepts. This helped them make quick decisions with total confidence.
Step 1: Establish a strategy
Hop Skip was one of a few advisors invited to participate in ThinkerBelle’s strategic planning work. Founder Orchid Jahanshahi knew the buyers and offering, but needed a cross-functional team to help crystallize how to communicate it succinctly. During this day-long brainstorming session, Hop Skip led discussions about the category, buyer needs, key messaging and how best to present the offering on the website. By day’s end, ThinkrBelle’s offering was clearly articulated, and we had draft messaging and headlines.
Step 2: Develop the brand
Now the organization needed a mark and design system to make everything a cohesive, recognizable brand, from the website to the LinkedIn page. We welcomed ThinkrBelle to our office for our hands-on branding workshop. This is our tried and true method to quickly establish personality, promise and position. We also fine-tuned a naming convention for the services and explored how best to employ the Peter Pan pixie dust tie-in that they adopted early on.
Next on the agenda for this bootstrapped firm, was developing the concept economically. We presented three unique concepts, then the ThinkrBelle team selected parts from each concept that we combined and refined into a modern, unique look and feel. To ensure they were on the right track, along the way they sought peer feedback on the concepts. This helped them make quick decisions with total confidence.
Our Solution
ThinkrBelle needed to be bold, yet whimsical, embracing our persona as well as our mission. Their magic ability to distill our needs quickly into beautiful visuals and copy that describes our “pixie dust” accurately was hugely critical for me as a new founder and entrepreneur.
”Liz and her talented team took our challenge and built a brand that reflected exactly what we wanted to represent.
