Brand Project helps B2B vendor Lentune find ‘heart and soul’ in its brand story

Author: James Hurman |  Reading Time: 4-5 minutes.

As a company that provides a diverse range of software solutions to its business clients, Lentune’s core team found it increasingly difficult to tell the story of the company’s evolution in a concise and direct format.

Completing the Brand Strategy in a Day Project helped Lentune discover that they exist to allow people the ability to improve the efficiency of their work in a way that creates significant growth. And now the company’s team can tell that story in a way that makes perfect sense to themselves and to their clients.

Visible Pathway recently published a project titled Your Brand Strategy in a Day originating from Storytech because every start-up and small business needs to find its brand like Lentune did. They just need a process for revealing exactly what they are, and for articulating them simply and clearly. That’s what we mean when we say ‘brand story’. And why we believe we could all do with a great one.

A bit about Lentune

Lentune is a software development company, focusing on office automation products. In plain speak, they have a bunch of software tools that take the time-consuming manual admin components of running a business and automate them through an online platform. Founded around 20 years ago, Lentune has evolved quite significantly, not surprising given the advances in technology over that time.

Jo Murray, Lentune

Who led the initiative?

When Lentune’s Growth and Partnership Leader Jo Murray started with the company in 2019 she immediately found it challenging to compress the entirety of the range of software options into a palatable explanation of what the company actually does, and why – a massive blocker for a company providing such a valuable range of B2B software solutions.

Without a clear understanding around why they do what they do, Jo found herself talking to a lot to potential clients about all the different products available rather than focussing on what they were aiming to achieve through those products for businesses.

How did doing the project help?

The Brand Strategy in a Day Project from Storytech helped Lentune discover that they exist to allow people the ability to improve the efficiency of their work in a way that creates significant growth. And now the company’s team can tell that story in a way that makes perfect sense to themselves and to their clients.

When Jo and Jono (Lentune’s CEO) engaged with the Project, they started with the aim to establish a clear direction for Lentune through the process. They followed these 3 easy steps:

  1. bring the team together (face to face or virtually)
  2. completed the full day video led workshop
  3. drafted their brand story and made a plan of how to use it

Jo raves about Lentune’s experience:

“Just being able to pinpoint the passion that we feel, and figure out together what the heart and soul of Lentune was and then how to put that into words, was huge for us. We just had so many great eureka lightbulb moments”

What did they achieve?

One of the big decisions they made was to really focus the direction of Lentune around one of their main offerings – their accounts payable software.

Lentune’s invoice automation software enables a paperless work environment with shorter invoice processing times, greater visibility and control of your business. Our solution will allow organisations to reduce costs and create more time as processes will be streamlined and standardised across your business.

They both felt passionate about the value in that product to businesses. Automating such a time-consuming aspect of day to day business operations allows businesses to grow faster, creating more time for key staff to spend on value-adding tasks that actually increase productivity for the company. The benefits are clear.

For Jo, going through the process gave her a solid, distinct elevator pitch, which she continued to refine after doing the strategy day. Talking through the specific problem/solution aspects of Lentune also gave her a healthy and useful bank of content to write for their customers.

Lentune doesn’t only do accounts automation, but identifying this feature as their star offering has enabled Jo and the team to really pinpoint and finesse what they are about. And there has been a flow on effect too, focussing their strategic direction and attention around creating products that reduce low impact time-consuming tasks within a customer’s business.  This has greatly benefited both their ability to tell their story to clients now and their clarity in the future direction of Lentune.

This case story has been reproduced here with the authors permission. If you like what you’ve read here and want to learn more about how it might work for your business then check out our  Your Brand Strategy in a Day Project. It is a ‘brand strategy in a box’ digital project designed specifically for start-ups and small businesses, allowing them to develop a world-class brand story, in a day.