[CASE STUDIES]
A Home Electrification Company
Defining the ideal customer and simplifying the brand’s benefits
The Need
Helio is a start-up home services company that helps customers power their homes with clean energy by installing an electric system. Helio had attracted numerous customers, but as the company looked to scale, they needed to clearly define their ideal customer and identify which benefits were most important to that audience. As they ramped up their sales process, the team wanted to deliver a consistent brand experience across sales and marketing that resonated with their ideal customer.
The Work
Conducted a brand and competitive audit across product and service offerings, messaging, and visual identity to identify market whitespace and inform message strategy.
Conducted 12 current and prospective customer interviews and delivered a comprehensive summary of target customer profile including insights and motivations on purchase behavior
Created a comprehensive brand strategy including brand idea (positioning), brand differentiators, and core brand messaging for use on website, selling materials and pitch decks
Delivered a website homepage layout and benefit icons that simplified messaging and focused on benefits that resonated most with customer
The
Results
Helio gained a deep understanding of the current and prospective customer base which provided the foundation to build their marketing strategy
The team has clarity on which benefits to prioritize in marketing and sales messaging
Brand Strategy has resonated with customer base and helped attract new customers
Before
After
“The work that Core Impact delivered gave us the right foundation to start invest in marketing. The recommendations were grounded in research and customer insights, and Anne had a strong expertise in the clean climate tech space. Anne worked very well with our team and consistently demonstrated flexibility to react to what we needed rather than strictly adhering to a process.”
