Building a brand for the future of work
Open360™ is an alternative to the traditional 360 review process. Founded by Collette Revere, the tool puts people first, allowing them to give and receive feedback on an ongoing basis so they can develop as leaders and their organization can grow.
In 2021, Open360™ was a brand-new product trying to tackle the future of work. The team, backed by passion and years of experience in human resources and organizational change management, was seeking a strategic brand partner to help them develop the brand behind this incredibly complex tool that would take on a convoluted system of employee reviews and workforce management.
As part of the team at Strange Salt, Jamie worked with the Open360™ team to identify ideal customer personas as well as their needs, wants, and pain points within the workforce management industry. This process helped the Open360™ team narrow their messaging from a very broad audience to a more concentrated one, allowing their team to identify potential clients and customers for initial research initiatives.
Jamie also conducted extensive competitive research to understand gaps within the market and helped Open360™ develop language that differentiated them from the competition while building emotional, meaningful connections to their audience. By identifying their competitors’ blind spots and their customers’ needs, Open360™ was able to define their brand’s purpose to help them build better connections with their customers
Communication is a basic need for employees to succeed.
Organizational change doesn’t start with a 360° review. It starts when you give your people the tools they need to communicate effectively in and out of the workplace. Employee growth doesn’t end with a data set. It never ends. It’s an ongoing process of consistent communication, ongoing feedback, and personal development. Cultural shifts don’t happen overnight. They happen when we invest in the work—no matter how hard and uncomfortable it may be—to make our workplaces better not for our bottom line, but for our people who make business happen.
Additionally, Jamie worked with the Open360™ team to solidify key terms and definitions that made their message cohesive across their sales and marketing channels. Finally, Jamie created value statements to help the growing Open360™ team align around their mission, identify key partnerships, and make decisions that align with their long-term strategic vision.
Finally, Jamie created an extensive list of marketing opportunities and initiatives to help their team focus on immediate marketing needs, rather than the endless possibilities ahead of them. Following the initial brand strategy work, Open360™ worked with Strange Salt to build a brand identity and website that resonates with their existing audience and differentiates them from their competitive set.
Paired with core messages from Liz Talago, this brand strategy helped to inform brand design and website functionality so Open360™ could begin initial sales and outreach while building their minimum viable product (MVP).
Brand Strategy, Brand Identity, and Website by Strange Salt members Jamie Cox, Liz Talago, and Sara Strese.
“Working with Jamie and the Strange Salt team was a wonderful experience! They led us through the entire process from imagining to design and they really listened to and incorporated our feedback. The quality of the work they produced is exceptional…I feel like they really brought our thoughts, values and work to life…If I ever had questions or wanted to talk things through, Jamie was available to provide the information or support that I needed…I really can't imagine working with anyone else!”
