Challenge
The advisory services that FORVIS, LLP offers span a range of top-tier, mid-market, and healthcare clients. We were challenged to develop a go-to-market umbrella idea that would position these services in a way that would resonate with their full breadth of clients, help the firm drive dynamic growth and connect seamlessly to the master- brand positioning.
Idea
It’s no surprise that clients expect every consulting firm to include transformation services. Our research revealed that’s no longer an attractive enough proposition. Clients are increasingly frustrated at a perceived inability of consulting firms to help deliver meaningful change at pace.
Using this insight we developed our go-to-market umbrella idea of ‘helping you move with momentum’. The concept of momentum dovetailed neatly with the FORVIS master brand positioning of ‘driving business forward.’ It also reflected authentically with the agile way FORVIS works with its clients and how the firm builds bespoke teams with the industry experience to deliver on client goals.
Most importantly the idea also connected with both large global clients, mid-market US firms, and organizations in the healthcare sector. Many of these clients face the same challenge of being able to adapt at speed.
To launch the go-to-market idea, we created a brand anthem video and a full verbal identity, including a core narrative, tone-of-voice and personality guidelines, and a messaging architecture that brought the idea to life across all target audiences and specific client roles.
We also recommended that FORVIS reposition the service line from advisory to consulting to reflect the more contemporary and forward-looking nature of the business.
Approach
Using our proprietary VYTALS crowd-sourcing research technology, we undertook a deep listening exercise with both clients and FORVIS leaders and employees across the advisory practice.
Armed with a wealth of insight we deployed our COMPASS methodology in a series of live, real-time co-creation sessions to engage multiple FORVIS stakeholders to align this complex, multi-faceted organization around a compelling idea that would differentiate the firm’s advisory services in a category that sees most competitors positioning themselves around transformation.
Working with the Brandpie team, it was obvious from the start that there was intentionality to connect with our masterbrand platform in order to position our Consulting practice for success. As a result, we have an impactful verbal positioning and messaging architecture that communicates with our clients and prospects the value of FORVIS working alongside them to help their business move forward, at pace. Brandpie's VYTALS and COMPASS sessions made sure all our key stakeholders were part of the process and bought in."
Christine Daues
Marketing Director, Consulting Practice at FORVIS