BE CLEAR: Become the obvious choice in one week
Most service organizations struggle with driving growth through their marketing – not because of their tactics, but because their brand value is not clear or differentiated. Your clients know why they chose you, but could a stranger confidently refer business to you? It’s time that your brand makes you the obvious choice and attracts your Dream Customer.
Once your brand is clear and differentiated, we can also execute your marketing strategy as your long-term partner. No more translating strategies to multiple teams, or placing orders to an agency with no strategic input. We think like a CMO, we act like an agency, AND we develop the people inside your organization.
If You Want to Move Faster, Get Clear First.
Your business is unique. Your clients know it because they've experienced you.
But people outside your network don’t have that context yet. That’s a brand problem.
An unclear brand can show up in many different ways:
– Your team members may describe what makes you unique in different ways.
– Your referrals may still depend on someone knowing you personally.
– Your prospects show up to sales calls needing to be educated, instead of already understanding why they need you.
– And your marketing may be getting you reach, but no depth of connection or understanding (if they understood, they would be booking a call).
More growth activity won’t necessarily create more momentum. Every campaign, piece of content, and sales conversation is limited by the the lack of clarity underneath it.
How do you know if your brand is clear enough?
BE CLEAR
Build a Brand That Finally Does You Justice.
In a one week immersive experience, we work closely with you, your key leaders, and your team to uncover your differentiated value and shape it into brand positioning that does the work of selling for you.
So that you can:
1
BE SEEN for Your Unique Value
Your Dream Customer recognizes you as the obvious choice.
2
Have A Clear Path for Your Customers
Meet your Dream Customer where they’re at with psychology, content strategy, and messaging for every stage of the buyer’s journey.
3
Build An Unstoppable Team That Embodies the “Why”
Activate your differentiated brand with your entire team, so that the strategy comes to life inside your most important asset: your people.
Case Study
BlueStem Wealth Partners
BlueStem was founded by Jill Lawrence and her father Jim Bruggers in 1998. They have grown to manage over $1B in assets with over 30 team members and 13 financial advisors supporting their clients across the country.
With their clients, BlueStem was known for their above-and-beyond care and dynamic investment approach. But their unique business model was not obvious inside of their brand.
Watch how we transformed BlueStem’s positioning and activated their entire team inside of a new brand story.
“The questions that Ember asked me always just made me stop and think. They were really reflective — and they really made me notice how much I had to figure out yet about what my brand was.”
— Mary Rapaport, Founder, The Strategic Playground
“We were wanting to be everything to everybody. What we appreciated was the ability to help us get really focused on what message we want to deliver — and most importantly, to who.”
— John Palen, Founder, Allied Executives
“They helped me find my identity again — and then helped tie it to my business. That’s the most important thing. I didn’t want it to be separate. I wanted it to be aligned.”
— Jaime Taets, Founder, Keystone Group International
Become The Obvious Choice
No more explaining what you do on sales calls. No more needing referrals to come to you. No more guessing at marketing tactics or telling your agency what to do.
Once your BE CLEAR phase is complete, we can bring your brand strategy to life and act not only as your marketing agency, but as an extension of your leadership team – advising on all brand and growth-related activities. This way, your brand execution remains consistent and you can finally BE SEEN as the obvious choice and a leader in your industry.
Ready to get started?
We begin every engagement with a Brand Differentiation Audit, where we will identify what is unique about your business that is hidden inside your brand. This begins the foundation of your BE CLEAR experience and what we need to focus on with your positioning.
This is also a mutual-fit call. We will assess whether your business qualifies for our BE CLEAR methodology, and if you do, we will share how you can work with our team to bring your differentiated brand to life.
You will leave your Brand Audit with:
If you:
This is for you.
The BE CLEAR Process
Slow Down to Speed Up.
In only one week, we turn the unique experience that lives internally in your organization into a brand strategy your whole organization can understand and speak to. We’ll work side by side, listening, questioning, and guiding as we go.
What is your leadership team's commitment?
In only one week, we turn the unique experience that lives internally in your organization into a brand strategy your whole organization can understand and speak to. We’ll work side by side, listening, questioning, and guiding as we go.
By the end of this 90-minute session with your leadership team, we will have identified the unique value your business offers, and which customers care the most about that value.
While you return to business, we’ll work from your office to build your entire brand positioning strategy. Sometimes, we get to collect more data during this phase by having brief 1-1 conversations with additional team members!
You’ll receive your draft Positioning Canvas and have space to review it with your leadership team. This is your decision day, where we gather feedback, and make sure we are aligned on your strategy before moving forward.
On workshop day, your team will come together for an interactive workshop to be introduced to the new brand direction and learn about the power of storytelling. This workshop gives everyone on your team the opportunity to connect the new brand strategy to real client experiences, so they can own it and speak to it naturally as the brand rolls out in your marketing and sales efforts.
After the workshop, pre-selected leaders will also participate in one-on-one conversations about how they individually can show up as ambassadors for the brand.
We’ll end the week with a leadership team session where we discuss the marketing tactics that will increase the visibility of your brand for your Dream Customer. This will turn into a map of your customer journey and the psychology, content strategy, and messaging for every stage of buyer awareness. This map acts as the foundation for all marketing tactics moving forward.
It’s important to take moments to celebrate – and this week will present a major milestone for your business growth! We will take by taking a moment on this day to celebrate and acknowledge what we’ve accomplished in our week together.
We offer remote versions of this experience with a more flexible delivery timeline (typical timelines last 3-4 weeks).
By the End of BE CLEAR, You'll Know What Comes Next
At NewAmethyst, we say Clarity Breeds Momentum. Once you know how to articulate what makes you unique so that it is obvious to your Dream Customer, you will be able to RUN.
We typically move forward with our clients into our next working phases: BE SEEN (where we build out your brand infrastructure), and BE UNSTOPPABLE (where we act as your ongoing brand and visibility partner, advising and executing your marketing strategies). You will have all the support you need to bring your strategy to life!
NewAmethyst, founded in 2018, has helped over 150 businesses tell their story. Our mission is to help founder-driven organizations BE SEEN by uncovering their uniqueness and aligning their team to tell stories that drive unstoppable momentum.
The amethyst is a crystal formed in volcanic rock – forged under intense heat and pressure over millennia.
Your uniqueness already exists.
Our job is to understand the elements that contribute to your uniqueness and apply heat and pressure to build something remarkable that lasts.
The Uniqueness of Your
Brand Already Exists
It lives in your people, your client experience, and the details that feel natural to you, but would be remarkable to everyone else. More often than not, founders are sitting on value that just needs to be excavated. You are too close to it. You need to BE SEEN.
We are here to see you, so that you can BE CLEAR and help the world to see you too.
Frequently Asked Questions
BE CLEAR can happen in one immersive in-person week or through a more flexible remote experience over 3–4 weeks. Either way, we’ll structure the work around focused sessions with your founder, key leaders, and team so you can go deep without stepping away from the business.
Not necessarily. BE CLEAR is designed to strengthen the marketing you already have in place. We can work alongside your existing agency or team, or continue with execution ourselves after Phase One.
No. We bring the strategic direction and guide the process with your founder and key leaders. If you do have an internal marketing leader, we’ll involve them so they’re aligned and ready to build from the strategy.
After BE CLEAR, we can stay on as your long-term marketing partner. Services can include website design, video production, content marketing, awareness campaigns, sales materials, and more.
Great, we’ll start there! We will review your existing positioning as part of BE CLEAR, then work with you to clarify your true differentiators and the value of your offer. The new positioning may strengthen what you already have or replace it where needed.
Have more questions?
Ask them below!
Or just book your Brand Differentiation Audit, and we will answer them there.
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