Morgan Hill Partners (now Orchid Black) was a partner service model that delivered a growth strategy based on data-driven competitive analysis and market research. With a deep well of seasoned operators and a focus on stockholder value and outcomes, they worked to deliver successful outcomes for private equity firms and family offices with growth-stage investments.
Morgan Hill Partners had already attempted a rebrand, but lacked consensus around the following areas: 1) that a complete rebrand was valuable or necessary, 2) trusting a formal process in establishing a new brand identity, and 3) understanding that an emotional and psychological connection to a brand is essential. It was clear the mission and values needed to be revisited, but we recognized quickly there was no alignment among partners as to the organization’s core identity. We worked to establish the importance of hitting a hard reset button on our identity if we wanted to experience sustainable growth and attract the desired clients. We wound up tearing the organizational narrative to the ground floor, essentially redefining who we were and more effectively messaging what we did, using our value proposition as the starting point.
Helping the founding team get on the same page for the entire process was challenging, as there was considerable doubt that clients weren’t connecting to the established brand, and we had to break through a ‘If it ain’t broke, don’t fix it,” mentality. Everyone needed to be aligned for the rebrand to be successful.
I was brought on to partner with the Chief Marketing Officer (Noel Burkman) to lead the development and implementation of a complete rebrand across the organization, including developing the strategy, process and rollout plan. I educated the operating partners on the rebrand process, leading them through various exercises to identify core value propositions and establish new company narratives. I conducted research, helped define messaging architecture, target markets, stakeholders, and positioning, and served as the liaison with the graphic designers and web developer to bring our new identity to life.
The entire rebranding process was a valuable lesson in true team unification. Though it was often challenging, we were successful in aligning and defining our values together, a process that resulted in strong internal cohesion. As a result of this work, we were able to develop and roll out a strong brand that is relatable and exciting. We have since discovered our new name — Orchid Black — is a conversation starter, and our ability to relate a story that the entire team believes in gives us a significant advantage in a crowded marketplace. Everything we developed, from the name to the tag line to our brand identity was developed with deep logic and a thoughtful narrative that is integrated, relatable and memorable. In a short time, our name in growth services has generated a significant amount of leads with no paid advertising.