**BACKGROUND** Please introduce your company and your role. I serve as the President & CEO of BMA Banking Systems. Summarize your company's mission in one sentence. We offer partnership, guidance, and technology solutions to advance community banks. **OPPORTUNITY / CHALLENGE** What specific goals did you hire Woden to achieve? To better articulate the BMA brand, craft a compelling brand narrative to enhance market perception and awareness, and utilize the brand story and principles to strengthen and establish our company culture. **SOLUTION** How did you discover Woden? Through an online search. What made you choose Woden over other options? They were a strong cultural fit, provided good value for their cost, and shared similar values with our company. How many Woden team members were involved in this project? Between 2 to 5 employees. Could you detail the scope of work? The project included a thorough analysis of the sales funnel, focusing on awareness, consideration, and evaluation phases, as well as customer experience, retention, and advocacy. This involved interviews with employees, customers, and key vendors. We also analyzed our website to assess the effectiveness of its content and design. Additionally, Woden conducted market research on various competitors. The project scope involved revising or creating our company purpose, mission, vision, values, and brand pillars. Furthermore, we refined our brand and origin stories to enhance corporate culture and marketing strategies. Key deliverables included: - Interviews and surveys with employees and customers - Competitive analysis - Market research - Refinement and development of brand and origin stories - Onsite workshop with key BMA personnel - Revision of core values, differentiators, company vision and mission statements, brand personality, positioning, verbal identity, and narrative strategy - Development of customer journeys and personas, elevator pitches, product messaging, brand promise, and customer experience messaging/guidelines - Creation of a transformation plan - Coaching and collaboration, including editing existing materials **RESULTS & FEEDBACK** What measurable outcomes indicate the project's success? Measurable outcomes demonstrating progress include: - Timely completion of employee and client interviews and surveys - Successful on-site seminar completion with 15+ BMA team members - On-time delivery of a 100+ page StoryGuide encompassing all updated brand elements - Submission of recommended web copy and revisions to key marketing materials - Ongoing coaching and collaboration to support key staff in implementing these resources How was their project management? Did they meet deadlines? How did they respond to your needs? They were exceptional professionals who remained patient during our delays while still meeting or surpassing expected timelines. We had no complaints about the team or project management. They encouraged us to progress while maintaining professionalism and were completely responsive to our inquiries and needs. What was your primary communication method with Woden? Virtual meetings, email, or messaging apps. What impressed you the most about this company? I was particularly impressed by three aspects: their expertise in their field, their adherence to timelines, and their collaborative approach. They quickly comprehended our business, market, and challenges, enabling them to provide informed advice. They truly functioned as partners — personable, friendly, and genuinely dedicated to our success. Is there any area where Woden could improve or change their approach? I can't think of any areas for improvement. Whenever we had questions or disagreements regarding direction, we discussed them collaboratively, leading to better outcomes every time we encountered potential issues.