In the summer of 2021, established mortgage industry executives and lifelong friends, Stuart, Ryan and Jeremy, decided to finally follow their dreams and start their own mortgage company. Their aim was not just to begin a business, but to build a bold, recognizable brand that would highlight the change they wanted to embody in their industry and reflect their unique personalities.
Root + River worked with the three founders Stuart, Jeremy and Ryan, to form the foundational elements of the brand: vision, mission, core beliefs, cultural standards, messaging and positioning/category. We also helped coach them through the process of naming the brand.
The Root Session was a critical moment in the formation of the founders’ shared vision and connection that was articulated in the consistent, evocative messaging that would eventually launch the brand.
After a successful first few months, Bison was already creating buzz in the Phoenix market with its brand name, brand strategy, positioning and audience development unusual in their space. As a result, the team and the business is growing rapidly.