When you meet someone that is passionate about their business, you can’t help but want to be part of that journey.
And that is exactly what happened when Tracy Cromar and Hoolet’s Joanna met at an online Business Network Scotland meeting during the pandemic.
Project: Brand identity and marketing support
Client: Tracy Cromar, TLC Accounts
Meet the client
Tracy is the driving force behind TLC Accounts, an Aberdeen-based business that supports small and medium-sized businesses across Scotland with bookkeeping, payroll and tax self-assessment services.
Established in 2015, TLC’s stated mission is to liberate small and medium-sized businesses across Scotland from time spent keeping track of numbers.
Tracy had a portfolio stuffed with satisfied clients and accountants, but knew she had to take a strategic approach to growing her business that did more than rely on word of mouth.
She wanted to set out clearly how her business was different and get that message across to the right businesses in the right locations.
And that is when the serendipitous meeting with Hoolet happened.
Challenge
It can be a daunting thought, but Tracy was up for the challenge.
We worked with her to distill what TLC stands for into a single paragraph. We also identified what was important in how they did business. This revealed their five values that instinctively guide how they act and speak, and are vital as a business communicates in the marketplace and starts to grow.
With the majority of the strategic hard thinking done, it was time to translate it into an engaging brand identity.
There was a refresh of how the business looked, with the talented Anja Peter conjuring up a new logo and brand guidelines. We knew that Anja would capture the warm professional approach that Tracy takes and translate it into a clear relevant design.
And of course, she did. The new logo, with its bright, clear round icon, reflected the TLC ethos perfectly.
Content creation
So now the business looked the part, it was time to get the message out.
Hoolet worked with Tracy to devise a varied and regular stream of information, advice and marketing content. It had to be clear, consistent and engaging while reflecting the unique and amazing business that Tracy had built.
Every month, we got together to go through how the previous month’s content had performed. It was measured against a set of clear targets we’d agreed for building awareness, growing their reputation and engaging with their existing community.
With LinkedIn as the chosen channel, we told the TLC story with opinion pieces, tips and advice as well as more informal content that resonated with the audience.
We also launched a newsletter that curated the social content into a readable – and measurable – way to connect with clients and contacts.
Feedback
Tracy was pleased with the results.
“Hoolet has been absolutely amazing to work with,” she said.
“My business was growing and I wanted to reflect this in a new brand identity for TLC Accounts.
“I was understandably anxious about undertaking such a massive project, but the process was made so straightforward for me and did not feel overwhelming at all.
“Joanna organised and planned the schedule of work for the designer and developer, giving me regular updates and the opportunity to feed back on the progress.
“She has an amazing skill of getting the information she needs by having a very casual conversation which felt completely natural and more like a catch up.
“Joanna not only jumped into my mindset, but has pulled out everything I want to express, just the way I want to express it. That is true talent!
“The project is now complete and I am so pleased with the results.”
Hoolet is a strategic communications consultancy. Come say hello on Twitter at @hoolet_hoots, or follow us on LinkedIn. You can read more blogs here.