Woden

BACKGROUND

Introduce your business and what you do there.

I am a marketing director for a business technology service provider. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Woden?

We had established an IT brand that we wanted to take nationally and apply as our overall company brand. We needed to build some foundations for that and we were looking to get that accomplished fairly quickly which doesn’t always happen when you’re doing something internally. 

We hired Woden to help us put together a consistent message and brand story for our business.

SOLUTION

What was the scope of their involvement?

Woden did research on our company, and then had a meeting with us where they presented their services. They put together a roadmap for us of where they would begin and what they would do at each step, and they walked us through everything. 

They have a regimented process, and we trusted that and handed over everything that we could to them. They ran surveys, did phone interviews, and collected data on the company. They also conducted internal interviews to collect all of our materials and messaging documents. They distilled all the data that they collected into key pieces that created our brand story which we based everything else like messaging, value statements, and culture on. 

They gave us a story guide which was a document with over 200 pages that guided us on how to develop messaging and improve our social media. They also summarized this into a 30–35 page document so that we could share that with our executives and board of directors. 

We now have frequent meetings with them and use them on a consultative basis from month to month. We primarily focus on various pieces of content like brochures and social media initiatives. 

We’re also in the process of doing brand story sessions with our regional salespeople, which Woden is helping us with. 

What is the team composition?

We work with Ed (Managing Partner), Joel (Storytelling Copywriter), and Rachel (Director of Creative Services). We also worked with Jeremy (Former Brand Storyteller) who distilled a lot of data for us.

How did you come to work with Woden?

They were referred to us, and we researched their company. We were intrigued by the process that they went through, so we reached out to them. 

How much have you invested with them?

We’ve invested between $50,000–$60,000 so far.

What is the status of this engagement?

We started working with them in July 2021, and it is ongoing.

RESULTS & FEEDBACK

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

They’ve created a brand story that is bound to who we are and what we do, and they’ve nailed it. We’ve been on the road doing brand presentations for a while now, and these have been very well received. We see this as a huge accomplishment and are very excited about it. 

Another unit of measurement that we would consider significant is when we are presenting to our regional leadership and salespeople, we ask them to develop commitments based on the story that they learned in these interactive sessions. We are able to collect the commitments from the sales teams and can follow up and take measurements from them. 

How did Woden perform from a project management standpoint?

They have a strict process that they follow in order to produce results. They have very specific timelines and deadlines, which they adhere to very closely. Our primary form of communication is through email and phone calls. We also use Zoom and Microsoft Teams for meetings, but we do meet in person. 

What did you find most impressive about them?

One thing that we find that really distinguishes them is that they are very organized and fully understand their own processes. They've identified and established a process for developing a brand story that actually works, which is not the experience we've had with other companies. Everyone at Woden is engaged in their process and they know what they are doing. 

They are very collaborative and respond to feedback in a positive way. We sometimes go back and forth on phrasing and content because they are focused on adhering to the brand story we’ve created, but we need it to resonate with our audience. When this happens there is never any pushback, and they make the changes for us. 

They’re very customer service oriented. They want to make sure that everything is being done correctly and that we're happy and getting everything we need. This kind of specific attention is very unique to Woden, and we’ve been very impressed with it. 

Woden is adaptable and changes based on what we need. Our company structure is a little different from other companies, and they continuously adapt to that because they understand that we need something different. 

For what they are doing for us, we believe their services are very cost-effective. Given how much work they have done, and the attention to detail they provide, we are very happy with the cost. We don’t normally give glowing recommendations like this, but we’ve been very impressed with everything that they’ve done so far.

Are there any areas they could improve?

During the beginning phases, we found that they were very strict about sticking to schedules. We lost some data because they weren’t able to collect certain interviews that were originally planned. Once they understood our company a little better this changed, and they started providing a lot more flexibility. 

Do you have any advice for potential customers?

Trust their process, and ask for flexibility when you need it.

BACKGROUND

Please describe your company and your position there.

I am the founder and president of a hospice staffing company. We provide experienced hospice nurses on a temporary basis.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Woden, and what were your goals?

We needed help establishing a clear message that accurately represented our brand. We were struggling with messaging that clearly and concisely stated the purpose of our company. We needed a message that we could adapt for all marketing and media. We also needed a focused, cohesive marketing plan that used a recognizable message.

SOLUTION

How did you select this vendor?

We were approached by several branding and story development firms, but Woden stood out to use because they were able to tell us their story in a way that caught our attention - which is exactly what we needed developed for Amity.

Describe the scope of their work in detail, including any steps and the final deliverables.

I am very impressed with the work Woden put in to really understand our business - they really grasp not only overall what we do, but the finer nuances of our business. The team developed a story that really captures what we do and expresses why we do it.

How many people from the vendor's team worked with you, and what were their positions?

We worked with several people from the team - due to COVID all of our meetings have been held via Zoom, which has worked well for us. Our primary points of contact were Ed and Logan.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We are just implementing everything, and are very optimistic that our improved ability to share our story will have positive outcomes for us.

Describe their project management style, including communication tools and timeliness.

All deliverables were on-time, with many being early. The steps of the project were very clearly laid out and easy for us to understand and follow.

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

We're impressed with their deep understanding of our business and their ability to take this understanding and turn it in to an amazing story that makes me so proud of my company. I tried for years to tell the story of Amity with minimal success, but in a couple of months Woden put together a beautiful story.

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

The Story Guide is incredible and very comprehensive, which I love - a bullet point summary of the guide may be helpful for quick reference of all the recommendations.

BACKGROUND

Introduce your business and what you do there.

I was the former CEO and founder of Clear Ballot. Then, I became a partner and senior VP of strategy at VOATZ, a company that worked on online remote voting.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Woden?

VOATZ hired Woden to help us create a communication plan. Online voting was a controversial topic, and we needed their team to help us blunt the opposition to online voting.

SOLUTION

What was the scope of their involvement?

We did a series of initial briefings with Woden as the first part of the engagement. Our team provided them with information we gathered; we also gave them links to articles that were written about us and about the problem of online voting. It was extensive since we wanted to bring them up to speed on the issues within our industry.

Then, we worked on the project using their methodology, which they called the Hero’s Journey. It was a standard method of telling a story, and their output was almost book-length — it had a couple of hundred pages. In it, they broke the project down into various strategies. 

These include website and advertisement strategies, though we didn’t use the ad strategy. Their team also provided a storyline for each of the strategies. Meanwhile, the communication plan took the reader through a series of steps that followed the Hero’s Journey. Simply put, they provided content that allowed us to tell our story through stories. 

How did you come to work with Woden?

When I was the CEO of Clear Ballot, I received unsolicited emails. Most of them talked about marketing services, but VOATZ was the only one that clicked with me. When I retired from Clear Ballot, I contacted VOATZ to find a position where they could use my services. Then, I found Woden through them. 

How much have you invested with them?

We spent around $20,000. 

What is the status of this engagement?

Our project lasted from December 2018–July 2019. 

RESULTS & FEEDBACK

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

We were happy with what we received from Woden. Our company wasn’t driven by traffic, but the project helped us sharpen our focus and reorient the way we addressed our market. In that sense, Woden helped us more with strategy as opposed to simply marketing and advertising. They gave us a fresh set of eyes to look at a thorny problem. 

How did Woden perform from a project management standpoint?

We communicated through emails, Zoom calls, and phone calls. 

What did you find most impressive about them?

Woden had a clear approach to explaining strategies and stories. 

Are there any areas they could improve?

No, there weren’t any. I was truly happy with their work; in fact, I’d use them again.

Do you have any advice for potential customers?

If you have a complex service or product offering that’s hard to position with customers, then Woden can help. Their approach to storytelling is an excellent way to explain your product to customers. 

BACKGROUND

Introduce your business and what you do there.

I’m the COO of an independent claims adjusting firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Woden?

We needed someone to tell the story of our company.

SOLUTION

What was the scope of their involvement?

Woden has been providing us with branding and creative solutions to better represent our company to prospective clients.

We went through a discovery phase to give them a better understanding of what we do, so they can develop our story and brand guide, as well as our marketing materials.

What is the team composition?

I believe there are five people assigned to our account.

How did you come to work with Woden?

I wasn’t part of the onboarding process, but I do know that they worked with one of our clients and they were presented to us as a reference.

We decided to hire them because we felt comfortable with how they took the time to know our company better.

How much have you invested with them?

We’ve invested around $23,000 so far.

What is the status of this engagement?

Our ongoing partnership started in July 2021.

RESULTS & FEEDBACK

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

The feedback from our team has been very positive, and the information that Woden has provided has been really easy to digest and put into actual practical use — so overall, the partnership has been wonderful.

How did Woden perform from a project management standpoint?

They’re fantastic from a project management standpoint, as they’re able to deliver their tasks on time.

Additionally, their communication has been excellent, and we’ve never really had any questions about the progress of the project.

What did you find most impressive about them?

We were impressed with how much effort they invested in understanding our company during our initial conversation. The team that they brought to the project is also outstanding.

Are there any areas they could improve?

I don’t have any constructive criticism at this point in the relationship.

Do you have any advice for potential customers?

My advice is to just be open with them and provide them with access to your internal team, as well as your carriers.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of a professional services provider for the property and casualty insurance industry.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Woden?

We needed help with marketing and advertising. We had to work on the formal outing of our story and how we’d structure content to deliver it. We’d engaged with other companies, but as the business leader, I didn’t have the time or capacity to do it. I felt it’d be more effective to outsource that work.

SOLUTION

What was the scope of their involvement?

We just finished the initial phase with Woden. They delivered the storybook with 100 pages of information and branding. The process was personal; they interviewed everybody in the company and summarized what we do. They engaged with our team to ensure that the story they delivered was truly our own.

We’ll then start working on the website and various campaigns. They’ve begun recommending the content for the site.

What is the team composition?

We’ve worked with 5–6 people, including Rachel (Creative Services Director) and Logan, Fred, and Andrea (Brand Storytellers). Andrea was our project manager, but she transitioned and took a different opportunity.

How did you come to work with Woden?

Fred reached out to me. I get many solicitations on LinkedIn, but he stood out. Honestly, I was the worst person to market to, but he worked extremely hard and stuck with it.

What is the status of this engagement?

We began working together in September 2021, and our partnership is currently ongoing. We’ll have to pause with them because we just hired a VP of business development. We want him to get a bearing on everything that Woden has done to date and then have him leading our work with them in the future.

RESULTS & FEEDBACK

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

From a time standpoint, we haven’t had the opportunity to move the project forward — that’s not their fault. However, I’m confident it will create a tangible outcome when we utilize it. Otherwise, I wouldn’t have spent my money.

Overall, Woden exceeded my expectations from beginning to end.

How did Woden perform from a project management standpoint?

Project management has been fantastic. Honestly, I’ve been awful at communicating with them. Nonetheless, they’ve been agile in their communication methods — they’ve emailed, called, and texted. Woden’s team has found the pattern to best communicate with me.

What did you find most impressive about them?

Their personal engagement is outstanding.

Are there any areas they could improve?

No, there isn’t anything.

Do you have any advice for potential customers?

Prepare yourself to invest time. Also, you need to be open to seeing the culture within their organization. The process can reveal massive deficiencies through talking with employees.

BACKGROUND

Introduce your business and what you do there.

I’m the CMO of a military support platform.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Woden?

We needed someone to provide us with brand research to make our company story more succinct.

SOLUTION

What was the scope of their involvement?

Our project started with a discussion among our internal team and stakeholders concerning our branding problem. Woden then took all of our feedback from each individual involved and presented us with a brand story, guideline, and messaging.

What is the team composition?

We worked with their CEO and accounts executive.

How did you come to work with Woden?

We came across their company through online research.

How much have you invested with them?

I believe we invested around $12,000.

What is the status of this engagement?

We worked together from October 2017–April 2018.

RESULTS & FEEDBACK

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

It’s hard to define the impact they contributed, but we’ve been able to grow our revenue and increase our NPS after working with Woden.

How did Woden perform from a project management standpoint?

Their project management was quite good, particularly with how they managed multiple internal and external stakeholders.

We mainly communicated through email and phone.

What did you find most impressive about them?

We were impressed with how they understood our needs to deliver a solution and how they engaged our various stakeholders.

Are there any areas they could improve?

I can’t think of anything they could improve on as we were quite happy with our experience working with them.

Do you have any advice for potential customers?

I would advise involving your external stakeholders in the development of your branding, as they can be an important part of the process’s success.

BACKGROUND

Introduce your business and what you do there.

I’m the director of strategic programs for Rollins, a parent company for a family of global pest control brands. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Woden?

We wanted to clarify our mission and purpose. We’ve been in business for decades, and we’ve evolved quite a bit over the last 20 years. We’ve grown from serving only one brand to supporting a family of brands around the world. Because of that, we felt it was time for us to revisit our mission statement. 

SOLUTION

What was the scope of their involvement?

Woden used the art of storytelling to figure out our brand’s purpose; they basically turned it into a science. To elaborate, they initially conducted extensive research, looking into our brand and the publicly available materials from our company. 

The team studied not only our brand but also our marketplace and competitors. On top of that, their resources conducted additional research by interviewing 50 of our employees. Then, they surveyed 4,000 respondents from our workforce. 

At present, we’re still in touch with Woden. Although we’ve finished the main part of our engagement, we’re still wrapping things up in the project. 

What is the team composition?

We’ve worked with one person who serves as our main point of contact; this person is our day-to-day and week-to-week project lead. Our team also works with Ed (Managing Partner). A team of several other people also work on the project. 

How did you come to work with Woden?

I stumbled upon Woden online, and I wasn’t even exactly looking for them. I simply came across one of their content assets. That was how we started the engagement. 

How much have you invested with them?

We’ve spent about $50,000. 

What is the status of this engagement?

We started working together in June 2021, and the engagement is ongoing.

RESULTS & FEEDBACK

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

While we can't put an ROI on a brand story, we’ve achieved a much more clarified purpose after working with Woden. Our company now has all of the essential building blocks for our story, which they’ve helped uncover. 

Moreover, the value of their work for us is huge because if people don’t know our story, our company won’t know what business strategy to use. In other words, Woden has truly helped us cement our purpose and evolution. They’ve also uncovered what’s compelling about our firm.

How did Woden perform from a project management standpoint?

Woden’s project management was great. They’re on top of everything, and the team has done a good job. To communicate, we’ve used a combination of methods. We’ve had Zoom meetings, emails, and phone calls. Our engagement has been intensive, and a week doesn’t pass without us engaging actively with each other. 

What did you find most impressive about them?

They’re truly passionate about building a compelling and authentic brand story. They’re not an agency that does 17 other things; they truly specialize in telling a brand story. Overall, their background in this field has lent them much credibility. 

Are there any areas they could improve?

We’re larger and more complex than most of their clients. As a result, Woden needs to consider some things for us that they may not have to think about for other companies. We’re a parent company of various brands, and they can do better at accommodating our complexity. 

Do you have any advice for potential customers?

Invest your time in the engagement. Branding doesn’t equate to superficial marketing taglines or gimmicks. Rather, it’s something that has a lot of permanence, and it requires you to think hard and deep about your organization. Given that, the more active you engage with Woden, the better your results will be. 

BACKGROUND

Introduce your business and what you do there.

I’m the VP of strategic marketing for an early-stage medical device company. We have developed a highly innovative and sophisticated technology platform to alleviate key symptoms for patients suffering from chronic Rhinitis in the physician’s office.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Woden?

Our company was founded by CEO Brian Shields and CTO David Townley, culminating from their work at the BioInnovate Ireland program at the National University, Galway. Brian and Dave had a great vision for the company and the technology. As we grew in size and moved closer to commercialization, we wanted to effectively distil that vision and imbue it within the growing team. Finally, we wanted to give a common voice to our story as we started to interact with our customers.

SOLUTION

What was the scope of their involvement?

Woden was engaged to help us extract and verbalize our unique brand story with the backdrop of a highly competitive commercial landscape. The Woden team did this by methodically engaging internal and external stakeholders including our key advisers, potential customers, and team members.

What is the team composition?

We primarily worked with Ed (Managing Partner) and Andrea (Brand Storyteller). Ed and Andrea assembled and brought in a team of five other Woden team members with specialized skills to assist with the project at various stages of the engagement. 

How did you come to work with Woden?

Ed had connected briefly with Brian, our CEO in 2019/2020 and introduced the concept of the brand story and Woden. In early 2021, we decided that it was a good time for us to explore the concept and shape our brand story as we built our commercial strategy.

How much have you invested with them?

We’ve invested under $25,000 for the project. 

What is the status of this engagement?

We started the actual work in March 2021, though we did have prior conversations back in 2020. We have completed the brand story phase of the project that we originally set out to do. We are exploring opportunities for future engagement as we embark on our commercial journey later this year.

RESULTS & FEEDBACK

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

Since the project is about crafting a brand message, quantifying its success is hard. We have a more qualitative assessment of their work, and we’re happy with the overall messaging we currently have. All of us feel that we’ve captured the essence of the company. 

Woden has helped us distil that essence and articulate it in a simple and elegant manner. The brand story has also focussed on differentiating us from our competitors. Overall, our team is very pleased with our brand story.

How did Woden perform from a project management standpoint?

The project management process was highly professional and efficient. All expectations, deliverables and timelines are laid out and well-executed.

As the project lead, Andrea ran the process efficiently. Any delays or deviations from the schedule were largely due to ever-changing schedules of key participants in the COVID environment. Overall, the project was managed extremely well and a pleasure to work with.  

Given the COVID-19 pandemic, we made the best of video and telephone conferences phone calls. While it would have been beneficial to meet in person for a couple of key sessions, I think that we effectively accomplished our project objectives through virtual meetings. 

What did you find most impressive about them?

As an early-stage company with limited resources, we constantly evaluate the timing and value of services at every stage. Woden focused on understanding our immediate needs and concerns. Based on that they crafted a phased project proposal that was attractive to us from a time and risk perspective. Ed and his team have demonstrated their ability to effectively tailor their approach to companies small and large, and across varying sectors.

Are there any areas they could improve?

None currently, I am very satisfied with the overall execution of the project.

Do you have any advice for potential customers?

Clearly define your expectations and more importantly your concerns. Ed and his team do a wonderful job of listening to your needs and concerns while crafting the project proposal and plan. Timely, honest and decisive feedback is very critical to the process. While Ed and his team can expertly extract your story weave a creative narrative, the final outcome is highly dependent and only as good as your input.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of sales for an IT managed services company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Woden?

We were looking to create a new brand for our company because it was quite outdated.

SOLUTION

What was the scope of their involvement?

We engaged with Woden for their branding services, and I was brought in to strategize a marketing approach. They help us create what’s called a story strategy, and it gives a comprehensive look a what’s called the hero arc — this helps us better understand our customers’ pain points.

We’re currently working on a full story guide and rewriting the copy on our website’s narrative.

What is the team composition?

I work with Ed (Managing Partner) and Andrea (Brand Storyteller).

How did you come to work with Woden?

I found them on LinkedIn and I partnered with them because I liked their approach and strategy.

How much have you invested with them?

The total of the contract we have with them is roughly $30,000 USD.

What is the status of this engagement?

Our ongoing partnership started in July 2021.

RESULTS & FEEDBACK

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

They’re professional, responsive, and organized, so the results of the engagement live up to the quality of their work. Woden goes out of their way to make sure they’re listening and refining what we need, and it’s been such a positive experience.

How did Woden perform from a project management standpoint?

They perform very well from a project management standpoint and they meet all their deadlines. We typically communicate through email.

What did you find most impressive about them?

We’re very impressed with their commitment to excellent customer service.

Are there any areas they could improve?

I can’t think of anything they could improve on.

Do you have any advice for potential customers?

I would advise being very clear with what you’re trying to accomplish and educate yourself on the story strategy approach to get the most out of your engagement with Woden.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of an international airtime transfer hub, and we also resell gift cards.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Woden?

We were trying to revamp our branding position and our story to create a more up-to-date and innovative identity.

SOLUTION

What was the scope of their involvement?

We started with a discovery phase to understand our business, culture, people, and customers, and discussed what we wanted to achieve. They also identified our competitive landscape in the overall industry and markets that we operate in, so we can do an analysis based on our positioning and opportunities.

Apart from that, they conducted all of their internal research throughout the organization and understood our products, services, and business models. They also compared the differences, advantages, and gaps to help us determine what the brand stands for, and how we project ourselves in the marketplace as well as our employees.

Furthermore, they recommend guidelines, wordings, and statements related to our identity, brand, and service offerings. The actual ad copy and the execution of various elements will follow, so Woden will be working with us on an ongoing basis.

What is the team composition?

We mainly work with their CEO, designers, account managers, and a variety of research and creative specialists.

How did you come to work with Woden?

I received a lot of emails from Ed (Managing Partner), so they were the ones who found me first through their own outreach program.

How much have you invested with them?

We’ve probably spent somewhere between $25,000–$50,000.

What is the status of this engagement?

The ongoing partnership started in January 2021.

RESULTS & FEEDBACK

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

While we haven't moved to the implementation phase yet, the expectation is that it will dramatically increase our business development, customer acquisition, overall market presence, and digital footprint.

How did Woden perform from a project management standpoint?

Their project management is excellent and I’ve been very impressed by their follow-through, delivery, timeliness, work quality, and attention to detail. They dove in and understood our industry like they're a part of it.

What did you find most impressive about them?

We’re very impressed by their overall work ethic and quality.

Are there any areas they could improve?

No, they don’t need to improve on anything at this point.

Do you have any advice for potential customers?

My advice would be to approach the partnership with an open mind. Work with Woden as a partner instead of a vendor, and engage them in your thought process and they will deliver.