Rider: Brand Positioning
Overview
Rider is a document processing service geared towards the fractional needs of professional services firms with a deep background in the legal sector.
The Challenge
Rider found itself in the midst of a website revamp, seeking to transform it into a comprehensive showcase of their services while also functioning as a project intake form. Their quest for guidance on brand positioning led them to McL as they grappled with refining their messaging and go-to-market strategy.
The Solution
Our collaborative journey commenced with a thorough exploration of Rider's corporate culture. Through this process, their messaging and website structure began to crystallize, forming a more distinct vision. Together, we delved into crafting the Mission, Vision, Values and Key Client Principals that would shape the organization's future direction. The culmination of our efforts resulted in the successful launch of the revamped website.
Brand Positioning Guidelines
Lastly, we created Rider’s brand positioning guidelines to support the organization's strategy and pull it all together in one place, which can easily be shared throughout the company as a reference and a beacon.
Credits: Susan Twibell, Robin McLoughlin
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