Modernizing a Heritage Brand and Guiding Growth Opportunities

A prominent agricultural finance provider transformed its brand in response to an evolving marketplace. A comprehensive brand positioning initiative resulted in an ambitious but authentic marketing strategy, ensuring continued relevance and growth in the industry.

Modernizing a Heritage Brand and Guiding Growth Opportunities

Methods Used


One of the nation’s leading providers of agricultural finance wanted to reposition and modernize its brand and strengthen its ability to extend into additional categories. A strong heritage and a lack of internal branding knowledge called for a rigorous approach with ample internal and external stakeholder education and feedback.


HawkPartners led a multi-faceted brand positioning workstream. To identify brand strategy gaps and opportunities, we conducted an employee sentiment analysis, ideation sessions with internal executives, and in-depth interviews with external stakeholders across the organization’s core lines of business. In guiding the brand strategy, HawkPartners considered evolving market conditions while preserving the authenticity of the client’s brand. This inspired the development of more than ten possible brand positioning “territories” (i.e., possible new positioning ideas) that could aid in brand expansion. We identified the four strongest potential territories that were then re-tested with the executive team, team leads, and a selection of external stakeholders. Our team then selected and refined the final brand positioning, values, and reasons to believe for the new positioning. To further support the new brand positioning and company-wide execution, we also designed a comprehensive communication program that included customized audience plans, budgets, and KPIs.


Our client is implementing the new brand positioning as the cornerstone of its national messaging platform. Through the strategic communications plan, the organization has deepened connections with legacy stakeholders while garnering interest from target audiences in high-potential business verticals. In addition, we are now supporting the evolution of our client’s visual identity to complement the organization’s enhanced and integrated positioning.