Evolving a government contractor’s brand.
LMI.org, a government contractor transitioning from non-profit to for-profit, needed a brand and digital refresh. Having built a 50-year legacy in logistics, they felt pigeonholed as a traditional think tank and sought to redefine their market position and communicate their expanded capabilities.
The Ask
With a limited budget but a passionate marketing team, LMI engaged us to develop a digital brand playbook. This playbook would empower their team to implement the new brand across all channels – paid, owned, and earned.
My Role
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Getting to know the client’s needs led me to develop a comprehensive "Content Toolkit" within the playbook that outlined three core principles to guide all future content creation.
Human-Centric: Building trust and connection by offering clear value and addressing audience needs.
Discoverable: Ensuring content is easily found through SEO best practices, clear site structure, and keyword optimization.
Consistent: Creating a unified brand experience through consistent messaging, tone, and visual identity across all channels.
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A Content Strategy Framework is meant to guide the development and implementation of a content strategy. This included
Audience Identification: Defining target audiences and their specific content needs.
Content Pillars: Establishing key themes and topics to focus content creation efforts.
Content Calendar: Planning and scheduling content to ensure consistency and relevance.
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Content Governance Model: Processes and tools to streamline content creation and maintain brand consistency, including:
Tiger Teams: Establishing cross-functional teams to collaborate on content initiatives.
Editorial Meetings: Regular meetings to review content plans, ensure alignment, and address challenges.
Content Briefs: Providing clear guidelines and expectations for content creators.
The Results
The digital brand playbook, with its emphasis on content strategy and governance, empowered LMI's marketing team to:
Confidently implement their new brand across all digital channels.
Create consistent, high-quality content that resonates with their target audience.
Establish a scalable framework for future content development and brand management.
This project showcased the power of a well-defined content strategy in driving successful brand evolution and digital transformation.