In the young but rapidly growing executive concierge industry, most leading players are focused on the rapid scaling and diversification of services. Beverly Hills-based Mint has opted for a different path: an intensive focus on performance and individual consideration.

In terms of operations, this focus has led Mint to build the infrastructure, grow the talent and foster the service culture that will support stable, ongoing growth as well as to cement the loyalty of existing members.

At the same time, Mint has strived to strengthen the way it engages with members, underscoring its distinctive approach and providing a clearer picture of the services it offers and the many ways members can make use of them.

Engaged by Mint to define its point of difference and tell its story in a crisp and compelling way, Applied Storytelling first worked with company founders and key staff members to understand the company’s own unique culture. Afterwards, the Applied Storytelling team worked directly with members to understand their specific, and surprisingly diverse, needs and preferences.

In addition to brand positioning, personality and promise fundamentals, Applied Storytelling developed a simple, streamlined system for organizing and presenting member services. Applied Storytelling also recommended a number of new tools and channels for reaching out to members.

Brand insights have informed everything from the company’s new web site, member materials and client and partner presentations to a companywide employee training program.

"Our brand development initiative has been instrumental in helping us to develop a stronger and more focused membership development effort,” says Mint co-founder Gordon MacGeachy, “as well as to achieve a stronger market position among partners and member development prospects.”

“Additionally,” he notes, “the effort has set the stage for an enhanced sense of pride and value among our employees."