Branding Far From Ordinary
Guy Brown is a man on a mission. A mission to not just defend people charged with a crime, but also to transform their lives. As Guy says to the clients he represents, “Whatever you’re doing that got you here isn’t working. It’s time to do something different. And if you have a sincere desire to change, I’ll go to hell and back for you.” He means it. He is an attorney by profession, but he is an impassioned transformer of people who uses his vocation as a criminal defense lawyer as his vehicle. He is one man, transforming an industry and trying to get his message out to not only potential clients who he can help, but also other attorneys who will join him in his cause. Guy is a brand unto himself.
The Problem
Guy is far from ordinary. He and his wife, Connie had spent the better part of a year trying to find a branding company that could capture Guy’s unique way of practicing law and help them tell the world about it. They tried several firms, but it wasn’t until a web development partner recommended HEASLEY&PARTNERS that they found what they were looking for. Up until then, no one could capture Guy’s passion, his heart, his sense of mission and bring it to life in words and images. And to make things more frustrating, Guy knew his message resonated with potential clients because his referral business was growing. It was just a numbers game. He needed his message in front of more people in trouble, along with lawyers who are a fit for his firm.
The Solution
This was a perfect branding challenge for HEASLEY&PARTNERS. We met with Guy and Connie and interviewed them at length. The sessions were often quite emotional with stories of crime and transformation that were sad and then glorious at the same time. It was clear from Guy’s track record that he was, in fact, turning people’s lives around through solid defense work and a compassion many had never experienced before in their lives. Guy’s “Experience” was living up to his “Promise,” which is how we define a great brand. It was time to get his communications materials to do the same. Our first project was a brochure. Response has been tremendous, which only proves Heart & Mind® Branding touches people no matter where they are in life, even in prison. We also completed the company’s website and online marketing plan with the help of our web development partners along with speeches for Guy who speaks frequently to groups all over the country. But the piece that says it all, is the video. It’s the first in a series currently in production.
“Guy, I read your website, and watched your video…..WELL DONE, my friend. You have the rare talent and ability to see good in people that didn’t know they had it, and even though they have made some costly and huge mistakes toward themselves and others, you step up and give them the opportunity to change and achieve a higher level of humanity.”
Delivered
- Brand Foundation
- Brand Essence
- Speeches
- Tri-fold Brochure
- Website and online marketing
- Brand video