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Blog Posts by Sara Gaviser Leslie


Entering Your Growth Stage: Position Your Brand, Not Your Product

Entering Your Growth Stage: Position Your Brand, Not Your Product

You just closed your Series A and you’re ready to share your story with the world. You built revolutionary technology that will be better, faster, cheaper—or all three—than anything else in the market. Now you need to hire top talent, build brand awareness, and equip your sales team to drive revenue. You know how innovative your technology is and you’re ready to create a new category. With customers in beta and limited clear competitors, you’re likely tempted to focus solely on your product and how much better your product is than anything else on the market. But a strong product vision,...
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Investing in Brand: It’s Never Too Early

Investing in Brand: It’s Never Too Early

Many of our clients call us after they’ve got a working product or once they embark on a sales effort in earnest. They see branding as an expensive and time-consuming exercise that they’d rather postpone. In almost every case, we wish they’d reached out sooner. Branding is not a one-time exercise; your brand is a muscle that you strengthen over time. Most high-growth tech companies go through several brand iterations over their life cycle. Knowing that, we believe it’s never too early to invest in your brand. In fact, when you invest in branding early in the life of your company, you’ll tap...
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How to Get the Most Out of Strategic Messaging

How to Get the Most Out of Strategic Messaging

Traditional Messaging Isn’t Working For as long as people have communicated, we’ve had messaging. Many of the most well-known messengers are religious figures — the usual suspects like Moses, Muhammad, and Jesus. In business, messaging has always been part of some corporate function like marketing, communications, or investor relations. Messaging is not going away. What’s changed is the way we communicate. We and other agencies have for years delivered messaging in a one-page, multilevel framework. While still useful, these one-page grids are no longer valuable tools on their own. So we’re...
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Mission, Vision, and Values: But First, Executive Alignment

Mission, Vision, and Values: But First, Executive Alignment

Start with Executive Alignment Vision, mission, and values give a company direction. They describe what a company stands for and what it doesn’t. Solid mission, vision, and values statements give guidelines for a brand’s behavior, help distinguish a company from its peers, and serve as a foundation for the brand’s ultimate personality. Without them, a company is rudderless. So, when’s the right time to write these statements? Some companies don’t launch before they have a mission, vision, and values. Others develop them when time allows. With COVID-19 changing so many things from the way we...
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Strengthen Your Health Care Brand During Your Digital Transformation

Strengthen Your Health Care Brand During Your Digital Transformation

Room for Digital Transformation for Health Care Brands You’ve probably had a friend tell you about her amazing physician. But did you ever hear anyone brag about their health insurer? Unlikely. Overall, individuals are pretty happy about the quality of care. What they complain about is customer service. According to the Advisory Board, the top patient complaints include: communication (53%), long wait times (35%), medical practice staff (12%), and billing (2%). Fortunately, powerful organizations—companies who see shortcomings in today’s system—recognize the room for improvement. The...
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