The Fearless CFO
When you’re a NetSuite partner with big growth goals, adding more noise to the already-noisy world of firms trying to get a CFOs attention isn’t a strategy. We helped our friend Herman come up with a winning strategy to reach CFOs right where they need it most, and build trust with key decision makers the human way.
At Forrest we believe in the Trust Transfer. Pillar number one of the Humanifesto states that ALL business is human-to-human. In B2B tech, this couldn’t be more true. People don’t trust brands in this space, they trust people. Herman needed to not only position himself as a thought leader in the space, but to also do so in a way that was true to who he is as a human while creating a brand CFOs can trust.
S T E P 0 1
Lay the foundation
Create the plan for Herman to become a top voice, and recognized thought leader in the healthcare industry by creating a playbook for Herman’s brand his business’s team can follow, run, and execute.
We did this through research, discovery, and finding the gaps Herman’s brand could easily fill in the market.
Strategy
Insight 01
CFOs feel lonely, forgotten, and they don't know how to help their organizations climb the mountain of transformation. This leaves them mostly feeling afraid to change.
Insight 02
They don't have a place where they can go to learn and feel inspired as people — not just as healthcare CFOs.
Insight 03
Herman is a person the market can trust — he is a radically different kind of guide to healthcare finance leaders.
This is the gap Herman’s brand can fill, positioning him as a new kind of guide to these leaders.
S T E P 0 3
Bring The Fearless CFO to life
A brand strategy is so much more than a logo or colors. It’s a detailed plan for how to win. We compiled market research, analyzed potential competitors, and gave Herman a detailed playbook for how to launch and win with the Fearless CFO brand. We brought the Fearless CFO™ brand to life by giving Herman and his team a Go-to-market playbook that included all the research, assets, and tactical strategies needed to win.
We also created a step-by-step social media playbook, complete with tools, tactics, and strategies for making the most with the Fearless CFO over time. Herman went from having the idea to position himself as a thought leader, to having a research-backed brand, an identity to match, and the playbook to execute–all in less than 90 days.
The results
No more fearless finance leaders! Herman and the business he runs now have a guide–a person at the helm of the brand who’s not just trying to get customers to buy something, but a person actually helping them overcome what’s holding them back at a human level.
B R A N D S P R I N T S
Ready to sprint to market?
Most agencies will sell you nothing more than a style guide that looks decent, then take your money, and spend months doing it. When you invest in a strategic, human-centered, brand sprint with Forrest you get so much more in weeks, not months. Learn about Forrest brand sprints and see if you’re a fit.
Positioning Clarity
You’ll have clear and validated strategic business positioning based on data and insights from your market, internal team, and customers.
Talent Attraction
A powerful brand can also attract top talent. When your business is known for its strong brand and positive work culture, you're more likely to recruit and retain talented employees.
Competitive Edge
Your brand strategy will differentiate your business from competitors. It allows you to highlight what makes your products or services unique and appealing to your audience.
Effective Marketing
With a clear brand strategy, your marketing and advertising efforts become more focused and effective, as you know how to convey your brand's message, values, and story
A Compelling Story
Your brand strategy will come with a compelling and human centered story that your target buyers won’t be able to resist. You’ll also get a playbook for how to tell/use this new story.
Increased Awareness
A clear strategy and fresh new brand will be all the ammo you need to increase awareness of your organization for years to come.
Consistency
Your brand strategy will ensure your messaging, visual identity, and customer experience are consistent across all touch-points, creating a cohesive and professional experience.
Expert Guidance
Our team of experienced brand strategists, designers, and marketing minds will walk you through every step of this process, answering questions, and collaborating with you.
