Your branding and your messaging are pivotal foundations for all your marketing initiatives and business success. So when something feels off about the way your company is positioned in your industry, or if you need to make a pivot, it can be helpful to work with an agency like Lawson House to get to the heart of your brand identity.

That’s exactly what we did recently with The Rising Tide Society, and in this article, we’re sharing a case study of how we worked with them to pivot from corporate ownership to a nonprofit supporting over 75k creative minds. Let’s dive in…

About Rising Tide Society

Rising Tide Society, originally established as an online community under the umbrella of HoneyBook, made a pivotal decision to stand independently as a nonprofit entity. This move was not only strategic but necessitated a comprehensive overhaul of their messaging and branding.

Our partnership with Rising Tide Society aimed to redefine their identity, ensuring that their visual and verbal communication seamlessly echoed the core values and mission of the organization.

With a robust Facebook group boasting over 75,000 creative minds and business owners, coupled with local chapters spanning across America and Europe, the society has become a thriving hub of collaboration and support. "Community over competition" serves as the guiding principle, fostering an environment where small business owners can learn, grow, and thrive collectively.

The Rising Tide Society Messaging & Branding Pivot

When we work through a messaging and branding pivot with any company, we follow a simple, three-part formula to uncover the heart of your brand. This is exactly what we did with The Rising Tide Society…

1 - Who are you looking to attract?

The first crucial step in our process was to define the audience The Rising Tide Society aspired to attract. Understanding the demographics, interests, and aspirations of the target community was paramount. The Rising Tide Society, transitioning from its roots in photography, sought to cast a wider net, inviting entrepreneurs and small business owners from diverse industries. By delving deep into the desires and challenges of this audience, we crafted a brand message that would not only resonate but also magnetically draw in those seeking a supportive community in their business journey.

2 - What are you looking to change or shift in your company?

Change is the constant in the dynamic landscape of business, and The Rising Tide Society recognized the need to evolve. Breaking away from their parent company, HoneyBook, marked a significant shift. Our collaborative efforts aimed to pinpoint the specific changes and shifts the organization sought. Whether it was redefining their visual identity, streamlining their mission, or fostering a renewed sense of autonomy, we worked to solidify these objectives. The result was a brand that not only embraced change but also communicated it authentically to their community, fostering trust and engagement.

3 - What is the overall messaging or purpose you are trying to achieve?

At the core of any successful brand lies a clear and compelling message that resonates with its audience. For The Rising Tide Society, the overarching purpose was to cultivate a sense of community over competition. This mission became the guiding force behind every facet of the messaging and branding pivot. Our collaborative efforts focused on refining this purpose, ensuring that every visual and verbal element echoed the commitment to education, collaboration, and support for small business owners. The result was a cohesive and impactful messaging strategy that not only communicated their purpose but also ignited a collective spirit within their community.

In essence, our work with The Rising Tide Society exemplifies the power of a strategic messaging and branding pivot, where clarity, authenticity, and purpose converge to propel a brand forward in its journey of growth and impact.

Join The Rising Tide Society

Interested in being a part of The Rising Tide Society? We’d love to spread the word about what they’re doing in this new chapter. Click here to join their community, and be sure to invite anyone in your community who may be a fit too. On the other hand, if you’re interested in working with Lawson House to rework your messaging and branding, we’d love to collaborate with you. Click here to schedule a call, and our team will be in touch soon!