SAVE TIME. AVOID HEADACHES. HARNESS COLLECTIVE POWER.

12.14.23 | KIM FRIDAY

How a Simple Audit & Network of Experts Deliver Big Impact

Helping brands tell their stories is my business. That can mean collaborating on a full-scale rebrand, storytelling for a seasonal campaign, crafting a new brand voice, or everyday copywriting. The size and scope of the projects may differ, but I was recently reminded why an audit and THE BOARD are essential tools in the business of consulting.

The Case Study

This client had one of those “wow” ideas for a start-up, with a VC funding round coming soon. They wanted fresh eyes on their tagline and mission statement, which would be central to every communication channel and help the company stand out.

The Conundrum

After several conversations and a review of assets, the client hesitated to invest more time upfront. Since it was a small project with a fast turnaround, I skipped my usual client audit and got to work. No sooner had I delivered my recommendations (that were pretty baller IIDSSM) than I realized that details had been withheld and people on the in-house team had been working parallel to me.

The Lesson

We should have harnessed our collective power and found ways to collaborate. Not spending the extra hours upfront was a missed opportunity.

The Audit

Here’s a 6-point checklist for a successful onboarding experience for you and your clients.

- State of the business

- Goals - Pain Points

- Contacts and subject matter experts within the company

- Links/access to knowledge resources, from branding docs, competitive analysis, and analytics to the company Dropbox.

- Kickoff. Once you have answers to the big questions and access to resources, push for one. Meeting the client’s team will provide valuable clarity so everybody wins. Then, you’ll be able to define roles, responsibilities, and the timeline for deliverables.

The Network

While this case study was a targeted brand messaging project, as a member of THE BOARD, I have access to a complete network of FRACTIONAL EXPERTS. I can tap any of them, from the former CEO of a beauty brand to the graphic designer whose handle should read @ItWentViral. There are authorities on scaling a start-up, experiential marketers, sustainable sourcing insiders, and more. That means if one of my clients needs more than just my superpowers, I can curate a dream team for a fraction of what a full-time staff would cost.

#wearetheboard #communityovercompetition #dreamteam #copywriting #brandmessaging #brandstrategy #editorial #fractionalexperts