Having spent nearly 20 years growing iSPARK Consulting as a leading event producer within the sport industry, Krista Benoit was struggling with the next step. She could articulate her goals 10 years into the future, but the path to get there was murky, and previous attempts to expand and diversify did not pan out. As a result, the company’s latest website update continued to stall. Unable to articulate her intentions, and herself struggling to describe iSPARK’s various offerings, Krista couldn’t get the results she needed from creative talent would find the answer.
We performed our strategic Essential Story process for iSPARK and identified the precise direction that the company should move to achieve Krista’s goals for both the business and for herself as the leading expert in her space. It revealed iSPARK’s true differentiation – an a-ha moment for Krista – and clarified precise target markets and how to offer new services. It also clearly defined Krista’s role and voice as iSPARK’s leader.
With our coaching and support, Krista was able to refine the messaging around her brand and bring the iSPARK’s Essential Story forward on its website, imagery, portfolio, social media and blogs. In fact, she says it resolved an “identity crisis” for iSPARK and for her, as she explains in this article.
“Before I engaged with Phrase Strategy, I was clear about my goals for iSPARK, but I was struggling to figure out how to get there. The Essential Story process provided insight and clarity on the path to take by perfectly articulating iSPARK’s opportunity, essence, and value. It provided specific language to communicate our differentiation and offerings, which has given me invaluable confidence, clarity, and focus as the leader of this business. It has been an eye-opening experience.””
— Krista Benoit, President & CEO, iSPARK Consulting Inc.