Heirloom Agency

BACKGROUND

Introduce your business and what you do there.

I’m the co-chair of the board of St. Paul’s Episcopal School, but back when we were working with Heirloom I headed up our marketing task force.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heirloom?

We were examining our branding and wanted to look at messaging differently to the outside world. Heirloom was brought on to help us assess whether or not we should rebrand.

SOLUTION

What was the scope of their involvement?

The process entailed stating our hypothesis upfront. We had three or four proposals and we interviewed our trustees and other thought leaders and donors within our community to get their feedback. Heirloom helped us create the survey, administer it through our community, and interpret the results, which fed into the branding recommendation. The recommendation was not to move forward with our proposed brand change, and they helped us make that decision.

The report they put together was very professional and intuitive. Also, it was well supported. They offered 5–6 core recommendations, and they weren’t presented as if they were telling us what we should do based on their experience. Rather, they provided evidence based on the surveys they did for us.

How did you come to work with Heirloom?

One of the individuals on our marketing task force was a volunteer and was knowledgeable about branding. She recommended Heirloom to us.

How much have you invested with them?

We spent $10,000. Rob (Principal, Heirloom) helped us out because we were a nonprofit.

What is the status of this engagement?

We worked together from June 2018 until January 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Success was defined by coming to a “go” or “no-go” decision because this had been lingering in our community for many years.

How did Heirloom perform from a project management standpoint?

They did a wonderful job. When we pushed back on some things because of our knowledge of the community’s culture, they were humble about accepting our feedback and didn’t let it get in the way of the endgame we were trying to get to. I’ve had instances with other vendors and contractors where that could create bad feelings.

What did you find most impressive about them?

My day job is the head of marketing for a company in the technology sector, so I work with a lot of consultants, and a lot of them come in with their process that they take from gig to gig. This stops them from being as flexible and creative as possible. Heirloom really listened and was able to shift their process to fit our needs. They got to know our culture and what we were trying to accomplish and created a tailored process to fit our needs.

Are there any areas they could improve?

I’d be hard-pressed to think of anything.

Do you have any advice for potential customers?

Spend the time up front to help their team understand your culture and what it is you’re trying to accomplish. For our community in particular — we’re a 40-year-old institution so there are a lot of ingrained, sentimental feelings about our school’s branding, so we had to tread carefully. If we hadn’t put the time in upfront, it might have influenced the outcome of the survey.

BACKGROUND

Introduce your business and what you do there.

I am the founder of an insurance technology company. I manage engineers and designers to build applications and address issues our customers might have.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heirloom?

We brought in Heirloom to help us with our branding strategy and help with our messaging.

SOLUTION

What was the scope of their involvement?

We previously had a logo and a name we came up with by ourselves with no professional help. Heirloom helped with redefining our identity in the form of a new logo and name format that assists us with our messaging. Also, they helped with color selection and content services like writing our defining message.

As part of this process, they walked us through a process of defining our key tenants — what defines us as a company. From there we came up with ideas to propagate these tenants to our users and have our mission statement be as visible externally as it was internally. Bridging these two helped our company have a clear identity.

What is the team composition?

Two people on their team worked for us.

How did you come to work with Heirloom?

We did very thorough research, asking designer friends for recommendations. We talked to 6–7 firms before landing on Heirloom.

What is the status of this engagement?

We worked together from January–May 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We weren’t live yet when we rebranded the company. We couldn’t overtly see improvements because of this. However, we did some customer studies and it was very clear that the new messaging resonated more with the people we wanted to target.

How did Heirloom perform from a project management standpoint?

They were great at that. Always upfront, their team proposed timelines and always stuck to them. They were always honest too; if we said we wanted something quicker they walked us through what we would have to cut to save time.

What did you find most impressive about them?

Most companies I spoke to would have me talk to someone senior initially and experienced and then assign me to a junior staffer. When I spoke with Heirloom, I had their personal assurance that the senior executives themselves would work on my project, and then they did what they promised.

Are there any areas they could improve?

I was pretty satisfied with their work. I can't think of anything right now that I would say they could have done differently.

Do you have any advice for potential customers?

Have as many in-person meetings as possible. We gained lots of value from brainstorming sessions with them in the office.

BACKGROUND

Introduce your business and what you do there.

I’m the former senior director of marketing for the National Automobile Dealers Association (NADA).

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heirloom?

At the time, our company was bought by a private equity group and the goal was to integrate us with a different organization they owned. The goal was to migrate NADA’s used car guide seamlessly into the portfolio over the course of five years. We had several internal brands to deal with and had to work with outside companies that were being acquired, too. We needed a brand transition plan so we brought Heirloom in. 

SOLUTION

What was the scope of their involvement?

Heirloom created a brand transition strategy for us, providing guidance on when and how to transition our brand to merge with the larger, more well-known company. They did this using B2B research on customers and consumers, conducting surveys and consumer focus groups, too. They conducted several internal and external interviews and delivered a quantitative study. They also created a brand platform for the new Data & Analytics division in alignment with the new brand. 

What is the team composition?

My main contact was Rob (Principal, Heirloom) and four people worked with us. 

How did you come to work with Heirloom?

We sent out an RFP to several companies and brought seven in for interviews. Heirloom ended up being our choice because they had the B2B and consumer experience. We’d ask teams to give us a playback, and by far, Heirloom understood our needs the best. 

How much have you invested with them?

We spent $165,000. 

What is the status of this engagement?

We worked together from November 2015–April 2016. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

They delivered an execution strategy and, to my knowledge, the company is still fully operating according to the plan Heirloom delivered. Our company was so impressed with the work they were brought on for additional projects to move the brand forward. 

How did Heirloom perform from a project management standpoint?

They were fantastic as far as meeting our budget, which is the first time a company has done that for us. Even when little things popped up outside of the RFP, they didn’t charge us more. They were a great group to work for. We mostly used email and conference calls to communicate, but they used Basecamp internally. 

What did you find most impressive about them?

Their speed and ability to be quick and nimble was great. They were really committed to producing the right solution for us. What really blew me away was their deep brand knowledge and business acumen. They truly understood what solution would work for our needs, and it wasn’t cookie-cutter. I’d use them a million times again—for a small boutique company to deliver that level of understanding was impressive. 

Are there any areas they could improve?

It’s not something to improve but I wish they were bigger so we could have given them bigger jobs. They refused to bite off more than they could chew, which was great, but I wish there were more people on their team. 

Do you have any advice for potential customers?

The more information you can give them the better. We over-communicated in our RFP and it was a blessing, so let them know what’s going on and let them sift through it. They’ll come up with fantastic solutions. 

BACKGROUND

Introduce your business and what you do there.

I’m the VP of client development for Impact XM, a global event marketing agency. Formerly, when I worked with Heirloom, I worked at the George P. Johnson company, which specializes in event and brand marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heirloom?

We hired Heirloom to help us develop our brand positioning and strategy.

SOLUTION

What was the scope of their involvement?

They began by doing internal and external research around our history, internal stakeholders, and different departments to better understand our business. They looked at the competitive environment, too, which rolled into developing a brand positioning. From there, they created a go-to-market brand strategy with all of the various elements specific to our company. 

What is the team composition?

Rob (Principal & Founder, Heirloom) and two other people supported us, including a researcher. 

How did you come to work with Heirloom?

I knew Rob from a previous employer, so we included him in our RFP. Heirloom won out of 3–4 other competitors. 

How much have you invested with them?

Our budget was around $125,000. 

What is the status of this engagement?

We worked together in 2015, and the project took about nine months. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We tracked how to see how internal stakeholders bought-in and adopted the new brand positioning, as well as how the external marketplace accepted our brand. We were very happy with the project and overall results. 

How did Heirloom perform from a project management standpoint?

They were great—very efficient and communicative. They delivered two big elements for me, which were transparency and predictability. 

What did you find most impressive about them?

They really understood our business and were the best fit for our needs. Since we service both B2C and B2B, that understanding was important. 

Are there any areas they could improve?

There’s nothing that comes to mind. 

Do you have any advice for potential customers?

Let them do their job. In this space, internal stakeholders try to control things too much, which can get in the way of Rob’s work. They brought a lot of value to the process since they were outside experts. Listen to their advice.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of client marketing solutions at JD Power.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heirloom?

The company had lost focus of who we are and what we stand for. We hired Heirloom to reposition our company within a rapidly changing marketplace in light of what we were facing from a competitive standpoint.

SOLUTION

What was the scope of their involvement?

They worked closely with us to identify our brand proposition. To start, we began with a brand audit, looking at how we present ourselves to our clients and consumers. We looked at all the manifestations of the brand through those various touchpoints.

From there, they did a deep dive into the brand to uncover our current values and find out how we wanted to position ourselves in the future. They created a forward-looking statement that we could aspire to grow into. 

Together, they helped us uncover brand pillars, brand DNA, and created a manifesto about who we are that we can use to articulate to our customers. 

What is the team composition?

They provided a relatively small team, each person specializing in a certain aspect of the project to bring everything to fruition. There were a few focused on branding, design and other areas of expertise who all worked together. 

How did you come to work with Heirloom?

I found Heirloom through word of mouth, which is how a lot of situations come together. We met with a few other companies in the marketplace, but we determined Heirloom had a great outlook and process to accomplish our goals. 

How much have you invested with them?

We spent around $200,000 or more on their services. 

What is the status of this engagement?

We worked together from December 2015–March 2019. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We definitely saw an impact from their work in two distinct ways. First, we now have a cohesive way of articulating who we are as a company, which has been a rallying cry within our organization. Secondly, our clients have a new, fresh perspective on what we stand for. The work they produced for us not only allows us to focus but also be flexible and grow within the dynamic market for years to come. 

How did Heirloom perform from a project management standpoint?

We used a set of timelines and milestones throughout the project to make sure we hit all the key objectives and deliverables. 

What did you find most impressive about them?

Working with them felt like a true partnership between a client and an agency—they were very collaborative. They were just a team of great people. Though they were strategic and thoughtful, we were also able to connect with them on a human level, which makes such a big difference in business. 

Are there any areas they could improve?

There’s nothing I can think of for them to improve.

Do you have any advice for potential customers?

Be forthcoming with all your information that they request. Be honest about any issues your company is facing. Transparency is key so they can meet those challenges head-on. 

BACKGROUND

Introduce your business and what you do there.

We do business coaching for entrepreneurs and business owners. We are leaders in our industry and have evolved since our founding in 1977.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heirloom?

I've used them at two different companies with a few variances in the challenges we faced. Our brand is best known for a book we produced in the early 2000s. It is a representation of our business, and we wanted help to build around that asset. We wanted a good, grounded strategy to base our marketing procedures on.

SOLUTION

What was the scope of their involvement?

They started with a deep dive into strategy, and we did over 500 hours of interviews. They grew a deep understanding of the brand, and they have the tools to help us differentiate in a crowded market. We worked together on components of our strategy as part of a partnership. It has all the pillars of our brand, and they delivered a 75-page document that acts as the foundation of our decision making. It governs everything from our culture to the customer experience.

The second deliverable is a messaging framework that includes both voice and tone. It takes our policies and applies them to the copy we create. They helped us infuse our new website, and were very supportive of our internal team. We discussed the content strategy and found ways to create a strong brand identity. The parent company we worked with on one project was incredibly iconic, and they created designs that could stand up to my high standards.

What is the team composition?

I worked with a team of two people.

How did you come to work with Heirloom?

As I searched for an agency, I asked some of my well-connected contacts for recommendations. I considered three firms, but the other two didn't come close to the depth of brand strategy that Heirloom offered. Heirloom's proposal was thorough, clear, and detailed, and we decided to work with them.

How much have you invested with them?

We’ve spent somewhere between $10,000–$50,000.

What is the status of this engagement?

We started working together in May 2018, and the collaboration is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We've grown sales, and they delivered results that shifted the ways we go to market. The brand is clearly bigger than the book now. Within three months, we already see revenue results. There is a clear idea of who we are and what we do that is solidly based within the reality of the perception and expression of the brand in the marketplace. Our brand is authentic, and we have the right strategic conversations that contribute to culture and our customer experience. The strategy they built touches and strengthens every area of our business.

How did Heirloom perform from a project management standpoint?

They're a great group of people to work with. They're humble and knowledgeable, and they do a lot of heavy lifting. They don't let us drop the ball, and they stay on top of our timelines. They help us co-create the project, and they set good milestones. We're aware of all the steps, and the transparency of their work is excellent.

What did you find most impressive about them?

We had such a positive experience that I didn't consider any other company when I started work on the second project. I knew they were the team I wanted to work with, and I hired them right away.

Are there any areas they could improve?

No, there’s nothing I can think of that they should improve.

Do you have any advice for potential customers?

Engage with them, and be involved in their process. We were an active partner and were very clear about our goals.

BACKGROUND

Please describe your company and position.

I am the Co-founder of The Propagator Lab

Describe what your company does in a single sentence.

We're a brand strategy and design consultancy

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Heirloom Agency to accomplish?

• Nomenclature development in alignment with brand strategy

SOLUTION

How did you find Heirloom Agency?

Online Search

Why did you select Heirloom Agency over others?

• High ratings
• Great culture fit
• Company values aligned
• Experts at naming

How many teammates from Heirloom Agency were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

Developing a naming strategy for the main brand as well as setting the tone for sub-brands and collections

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Client satisfaction and overall alignment with brand strategy

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They were perfect and delivered everything according to timelines and sometimes earlier

What was your primary form of communication with Heirloom Agency?

Virtual Meeting

What did you find most impressive or unique about this company?

Rob is the godfather of naming, his skill at nomenclature and knowledge of brand strategy is unmatched.

Are there any areas for improvement or something Heirloom Agency could have done differently?

None that I can think of, the experience for us was perfect.

BACKGROUND

Please describe your company and position.

I am the Director, Marketing & Communications of ESG Clean Energy

Describe what your company does in a single sentence.

We develop carbon capture technology that enables the burning of fossil fuels without emitting any carbon dioxide. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Heirloom to accomplish?

• New company name

SOLUTION

How did you find Heirloom?

Online Search

Why did you select Heirloom over others?

HBR article about them matched us perfectly

Describe the scope of work in detail. Please include a summary of key deliverables.

Coming up with new name for company and advising on trademark process.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

To assist ESG Clean Energy, LLC (ESG) in developing a new company name.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Project managements was great. They were good at making sure we stayed focused on the tasks at hand and keeping on track with our timeline. Any questions were quickly addressed.

What was your primary form of communication with Heirloom?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

• Heirloom's ability to create new words that reflected our company and product was impressive.
• Knowledge about trademark law and the creative naming process.

Are there any areas for improvement or something Heirloom could have done differently?

None.