Strum’s process brings leaders, staff, and cross-functional teams into close alignment around building a forward-looking brand strategy and actions. Strum facilitates a structured process that ensures the brand reflects the organization’s authentic purpose, business growth goals, competitive market opportunities and community impacts.

By engaging the brand across the culture first, with a focus on targeted growth results, companies typically see measurable improvements in increased brand awareness and new member growth, higher member engagement and wallet share, improved NPS and higher employee satisfaction ratings.

We employ a highly collaborative grassroots discovery process to engage employees all across the organization to surface internal research insights, cultural and brand distinction opportunities. We pair staff attitudinal research and data to understand audience preferences, competitive dynamics, brand equity and key decision drivers. Linking these insights and identifying the “gaps” helps us pinpoint where brands can stand apart in authentic, relevant, and emotive ways that garner attention and growth.

Strum deploys a skilled process to evaluate whether a name is a strategic asset driving growth, or one causing confusion and stifling long-term future growth and expansion opportunities.

Guiding senior leaders and engaging Boards early in a Name Evaluation process is critical for reaching consensus and managing successful outcomes. Strum replaces the emotions and fear around change with data insights, research, a context for understanding risk scenarios, long-range growth goals, and strategic guidance to make wise decisions.

The right partner has deep financial industry expertise in guiding Boards, C-suite leaders and teams into full alignment every step of the name program: from research, to name creation, trademarking, to an all-staff launch and marketing communications implementation. Find a trusted partner and expert whose collaborative processes build consensus and inspiration across your culture.

We help organizations tailor their brand and purpose into relevant talent recruitment communication programs. By expressing their purpose and enriching cultural storytelling, it connects employees to a larger purpose and clarifies their role in delivering it, increasing career satisfaction scores and boosting retention. More engaged employees deliver better service and build stronger relationships—driving member loyalty, referrals, and long-term growth.