The challenge
Sera came to us in 2023 with messaging that didn't set it apart. It sat between competitors that were either overpriced and complicated or too simple to serve a real business. The company had to show it was the right fit for most field service firms. And it had to do that in short lines that worked for very different customers.
It also wanted internal messaging. Marketing and sales needed one way to describe the company, so they wouldn't each tell a different story. That messaging had to reflect the founder's mission and vision and the company's goals.
What I did
I started with the founder. Billy Stevens's story of building the business held the larger brand story. I drew it out of his experience and where he'd like to take the company.
Then I interviewed other people across the company to check that the story matched the team's culture and vision. It's a step that made the messaging hold up inside the company as well as in the market.
From that work I developed Sera's mission, vision and values, detailed personas of its customers' businesses, and clear values for the team. I also wrote a short tagline for each of its core industries.
Results
Sera's team adopted the messaging right away. It went straight into advertising campaigns and internal documents. The story came down to four taglines. "The New Service Era" covers the company. "HVAC without the havoc," "Wired for growth" and "Find a better flow" cover its core industries.
Each industry tagline carries Sera's main value statement, that it replaces the chaos of service work with clarity and control.