G76 Turns Hidden Assumptions Into a Brand Clients Understand

G76's founders knew exactly what they did and why it mattered. Their website didn't say it. After rebuilding the brand from the message up, the firm got results that, in Peter Mares's words, were "better than we had ever imagined or had hoped for."

G76 is an advisory firm that helps companies turn the transaction data they already have into sales growth and margin recovery. It now operates as Clear Insights AI.

Its leaders are analysts first. "We are analytic by nature," Peter Mares said. "My training is in accounting, I have an MBA in finance, and we are ruled largely by logic, which gives us a blind spot to how to communicate the value."

That blind spot showed up everywhere a buyer looked. "There was definitely a gap between what I would term hidden assumptions," Peter said. "I thought it was clear what I was talking about." The original website reflected the gap. "Our original website was embarrassing," he said. "We thought it was decent, but what do we know, because we're logical."

Move One: Pull the Value Out of the Experts

G76 ran a series of strategy sessions built on hard questions. What exactly does the firm do? For whom? Why does it matter to them? Peter remembers the process honestly: "That back and forth, and you pushing us and challenging us and asking those clarifying questions, while annoying and frustrating, were very fruitful and a needed process."

Move Two: Translate It Into the Buyer's Language

From those sessions came a defined ideal client and a platinum message that says what G76 does in words its buyers use. "You were more or less the translator of what we know to what we want to say, and how people want to see it, read it, hear it and interact with our story," Peter said.

Move Three: Rebuild the Brand Around the Message

G76 then rebuilt everything a buyer sees: a new logo and a new website that put the message and the firm's client results up front. As the products evolved, the message kept up. Chief Revenue Officer Kristin Lindquist described two years of working "to help us craft, change, refine and then redefine our messaging and website."

The new brand made G76 simple to explain. "It certainly has given us a more professional, more easy to understand [picture of] what we do, who our target clients are," Peter said.

And the website went from a liability to an asset. "The improvement of our original website was beyond our wildest dreams."

Expert firms often assume their value is obvious. To the expert, it is. To the buyer, it usually isn't. G76 closed that gap by letting someone outside the firm ask the obvious questions, then building the brand around the answers.