Introducing In Good Company

From a functional perspective you would describe In Good Company as a financial management and an accounts team all in one. From a magical perspective, you would talk about what happens to a business when financial brilliance is added internally.

Through the discipline of branding, it is my job to bring functional and magic together, while taking away all the things that are going to hold you back.

From the moment I met Aimee I could feel her magic. I could see her heart was in the right place and her genius was ready to be unleashed. But, like many humble New Zealanders she was a self-deprecator and didn’t acknowledge the brilliance that she brought to her clients’ businesses. 

What made the journey with Aimee work, is that we did it at her pace. If we worked at Simone-speed, we would have lost each other. We first needed to build trust and understanding. There were reasons Aimee was holding back and I had to ensure that these were addressed so she was ready to step into a brand expression which was truly reflective of her. 

Brands are made up of many things. It’s the story that we tell and the story that people who know us, reflect back. It’s the visual representation. Our communications collateral. Using all these elements to sell, is the name of the game. 

Telling stories 

Aimee had no problem telling her story. When she got in front of a client, they became believers because she absolutely knows what she is doing. It goes way past generic to exactly what the client needs. So, when Aimee communicates it, the job is done. 

My job was to capture and distil the essential Aimee and turn it into a perpetually growing asset while throwing off the cloak of humility. 

First we begin with Strategy

The strategy I created was a reflection of Aimee’s accumulated knowledge. After almost a decade her purpose is driven by the desire to find a better way. To serve her clients, to act in their best interests, grow their capability and realise their aspirations. 

Aimee absolutely knows the difference between business becoming an obsession rather than a vehicle to achieve financial security and support a lifestyle. She wanted to take clients on the journey of flipping this, using best financial practices, systems and process. 

Then Partnering

To become a true partner is at the core of Aimee’s offer. She becomes part of the business.

Aimee brings in an essential resource that the client doesn’t possess and shares it in a way that allows the client to become financially sophisticated.

Her brilliance lies in knowing how to put in systems and processes in place which allow a business to thrive. Her offer becomes a game-changer.

Financial services is a capability that a business normally outsources, but most SMEs don’t do a good job at doing this. Aimee’s offer brings them in-house. Which is what businesses ideally want. 

She brings in high level expertise and allows organisations to focus on their business.

On brand

Aimee now has a brand that reflects what she delivers, what she stands for and the benefits her offer provide. 

As a client, I’ve experienced what Aimee can do. If, after this reading this case study you want to ring her, my advice is, just do it! www.ingoodcompany.co.nz

My call to action

Distilling and articulating a company’s magic is a rare skill. It’s my magic. It’s about taking a client on a journey from not recognising their brilliance, to owning it and making it work for them. This results in the creation of a strategy which comes to life in a powerful visual identity.

All clients have magic, they just don’t know it. I love it when I reveal their magic and see them embrace it. 

Give me a call and we can start a conversation about yours.