Yesa Branding
Western Canada’s largest commercial landlord and a philanthropic force for good.
YESA came to us at a critical inflection point. They were growing fast, but struggling to recruit the best talent at the volume their contracts demanded. Their brand and candidate experience did not match the fidelity of their enterprise clients, making it harder for those clients to trust them as a tier-one partner.
Brand Services Applied
01
Brand Architecture
02
Market Research
03
Key Messaging
04
Videography
05
Brand Positioning
06
Digital Strategy
07
Brand Strategy
08
Copywriting
09
Graphic Identity
10
Website Design
11
Fractional CMO
12
Persona & Voice
Becoming an enterprise brand.
On top of that, the door-to-door sales sector is perceived as being populated by untrustworthy characters. YESA needed to separate itself from that stereotype, signal absolute professionalism, and build an employer brand that enterprises could partner with.
The brand’s job was two-fold. Firstly, to create a culture that mapped to what young job seekers were looking for. Secondly, to develop credibility among enterprise clients. Welcome to the Growth Agency.
We began by cleaning up the brand architecture, clarifying how each entity related to one another, and defining an ecosystem that led to a new parent company.
Then we conducted research with job seekers to understand their motivations and barriers. From that insight, we developed a central brand idea, positioning YESA as a Growth Agency, a paid learning environment similar to a trade school for sales.
Finally, we created a new graphic identity and a digital recruitment platform that delivers a high-fidelity candidate experience and now powers prospect conversion and expansion into the United States.
3X
Three times the applicants per position
2X
Contract size has doubled since the rebrand
Client quote Businesses have a predictable lifecycle. Brand Strategy functions to enhance performance at each stage, maximising commercial potential.
Ryan Beedie, Owner, Beedie Development
The work triggered a meaningful culture shift inside YESA, one that has been embraced by leadership, staff, and candidates. Recruitment metrics have moved in the right direction across the board, from attraction and conversion through to retention and cost of hire.
Externally, the strengthened brand and candidate experience helped YESA secure a multi year renewal and expansion of a major enterprise contract, with projected headcount set to double over the coming years.
At the same time, national tier one clients are now approaching YESA with new opportunities, recognizing them as a credible, professional growth partner rather than just another door-to-door sales outfit.
33%
Reduction in cost of hire
240%
Conversion rate increase