Transforming Networking Brand Leaders Lobby

Discover how Soto Group transformed Leaders Lobby into Perth's leading networking brand for leadership with strategic branding and messaging solutions.
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The client

Introducing Leaders Lobby

Leaders Lobby offers a platform for aspiring leaders to advance their careers through development.

Elevating Leadership in Perth

Leaders Lobby has established itself as the premier destination for leadership coaching, training, and events in Perth. Founded by the visionary Liz Del Borrello, it offers a platform for current and aspiring leaders aiming to advance their careers through professional development. As a networking brand focused on creating impactful connections, they needed a partner to refine and articulate the unique value proposition in a competitive market.

The problem

Legacy Brand IP Conflicts

Legal Conflicts Presenting Unwanted Risks

Evolving to a name & brand with narrative

Liz approached Soto Group faced with the challenge of a forced rebrand, due to the legacy brand name coming into question with trademark concerns. Liz had a strong foundation and a dedicated following, however this was the perfect opportunity to review their brand messaging and positioning and bring them into alignment with their strategic goals.
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The Project

Developing a new brand that retained customers

Brand Audit

Our initial step involved conducting a thorough brand audit to assess the current state of Leaders Lobby’s networking brand. This process allowed us to identify key areas for improvement and opportunities to elevate the brand’s market presence. Through this audit, we gained insights into the brand’s strengths and weaknesses, audience perceptions, and competitive landscape.

Interactive Brand Workshop

Following the audit, we facilitated an interactive brand workshop with Leaders Lobby’s team. This collaborative session was instrumental in defining the networking brand’s core values, vision, and mission. It enabled us to align the team around a unified brand strategy that resonated with their target audience and differentiated Leaders Lobby in the marketplace.

Brand Strategy

With a clear strategy in place, we developed detailed brand guidelines and a rebranding plan to enhance Leaders Lobby’s networking brand. This included a refreshed brand identity, positioning, and messaging framework designed to communicate the brand’s value proposition more effectively. Our approach ensured that all aspects of Leaders Lobby’s communications were aligned with their strategic objectives, driving a stronger connection with their audience.
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The Results

Achieving Remarkable Results

Elevating Leaders Lobby's Brand Presence

Recognising Project Triumph

The collaboration between Leaders Lobby and Soto Group led to transformative results. The newly implemented brand strategy significantly increased the networking brand’s visibility and engagement within Perth’s leadership community. Leaders Lobby experienced a marked improvement in member acquisition and retention, attributed to the clearer and more compelling brand messaging and positioning.

Take a Look for Yourself

Visit the new Leaders Lobby website today, take a look at the interactive elements, bespoke background effects and easy call-to-actions right across the website.
Soto Group are a full service creative agency delivering impactful brands, websites and marketing strategies.
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