PENTALON

Who: Pentalon, a construction company

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What and Why: Create brand messaging that will help them resonate with the general public and construction industry.

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I began my process by sitting with Pentalon founder, Carl Tippets, and the rest of the leadership team by taking them through the Hero’s Journey framework. I asked them questions about their business: 

 

• Who are your customers?

• What’s your customer’s problem?

• How can you empathize with your customers?

• Why are you a trustworthy authority in this space?

• What does it mean for your customers to find success?

• How will the customer be transformed?

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I also asked questions to learn more about their history. Having the ability to have Carl in the room to give greater context to why and how he's run his business for over 20 years was a great way to build out brand messaging with more heart than a regional or national construction company.

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Once I got all of the information I needed within our two-hour working session, I went to work building out a document for them complete with their customers' hero's journey, brand value proposition, taglines, headlines, and more. 

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The process was generally quick as Carl and Brand Manager Dylan Conklin were quick with edits. Considering a lot of the information I had to work with came from our previous discovery meeting, we knocked it out in two rounds of edits.