The story behind our brand revamp and what it means for you
/Over the last few months, there's been change afoot at Lodestar. We’ve been busy behind the scenes tweaking our brand to act as a better representation of the driven entrepreneurs we serve, our team and our culture. We’d love to share with you a bit about the process and what it means for how we work with you. Let’s jump in.
Nothing will change about how we serve you.
First things first: while we’ve made a few changes to our brand, you can expect the same outstanding financial guidance from us as you navigate your business. Now, our brand identity speaks to that more than it did before.
We’ve always had the right Lodestar brand at our core, but the revamp has been an opportunity to bring alignment across every part of our visuals and messaging. Our refreshed brand will bring more cohesion to your client experience while we show up in the way we always have.
Our revamped brand centres and reflects those we work with.
At Lodestar we guide fired-up, brilliant entrepreneurs to achieve incredible things with their business. We needed a brand that shouts that from the rooftops, loud and clear.
Our clients are tenacious, whole-hearted, go-getting business owners and our revamped brand has been created to speak to them.
These are the type of people we love working with:
Purpose-driven entrepreneurs
E-commerce business owners
Employing 0-49 people
Positive, vibrant and bright
Fast-moving and enjoy tech
Seeking growth
Type A personality (but with community spirit)
Warm, kind and grateful
Appreciative of our expertise
Great listeners and implementers
B-corp
We kept our name and logo to maintain alignment with our mission and vision.
We’re proud of what we’ve built with our clients since starting Lodestar in 2016, and deciding to keep our name speaks to that. It signifies our commitment to being your unwavering, dependable guide you can rely on to guide you along the correct path.
Our name also represents the years of trust and relationships we’ve built with our clients and the incredible things they’ve achieved. We’re proud of the legacies they’ve built and we’re excited to watch them keep doing the extraordinary. Our logo and name have always represented who we are and those we serve, and now our other brand elements reflect that as well.
Our new brand focus places our values front and centre.
From how we serve our clients to who we hire, our values at Lodestar guide everything we do. We’ve always worked this way, but our old brand didn’t highlight those values as much as it could have. An important aim of the brand revamp was to change that.
Now our values aren’t just ideas we share, but also captured in words. It’s easier for others who share these values to find us, too.
Our values are:
Drive
We want you to get there, we just want you to enjoy it when you do.
For us, real success is in knowing you made a series of right choices. It looks like incremental, consistent perseverance. In brilliant planning. Focused execution. Constant improvement. In wisdom when choosing who you work with. Your drive doesn’t ever need to stop, if it’s sustainable, it can continue to grow gently and with purpose. It can’t be maintained if you're doggedly hustling day in and day out. Instead, carefully choose where you spend your energy. We believe (and know) you’ll achieve way more than you think in your life. That’s the drive behind the work we do for our clients.
Perspective
Every decision takes you somewhere.
We look at our clients’ lives through a wide lens. Guided by what they believe in, we map out what’s important, weaving in flexibility and freedom for shifts in vision. Perspective means having awareness of what others are dealing with too. Preempting it, leaving space for it, reducing it. As a team, we pursue things that make our lives richer. It means we’re a vibrant, wholehearted group of humans who derive real purpose from both our work and personal lives.
Connection
There’s so much potential when you trust who you work with.
Genuine connection and authentic communication are fundamental to how we work. It’s why we focus on establishing sincere, human-led client relationships. We want trust, longevity and warm interactions. We don’t want to spend energy on something that just isn’t real. We carefully draw out the important client goals because that’s where the gold is! We can only achieve that if there's a synergy and connection. We rear against industry formality, avoiding unnecessary jargon or lack of explanation at all costs. Down with forced professionalism, we want more business conversations that give us goosebumps.
Connection means the freedom to go all-out when there’s something to celebrate and the opportunity to help when there’s not.
We defined our mission and vision.
Like our values, at Lodestar we’ve always been united in the core purpose of how and why we do what we do. Part of our brand revamp was to put that into words.
Our mission:
To guide purpose-driven entrepreneurs into achieving things they never imagined were possible with their business.
Our vision:
To perpetuate powerful change through meaningful, exceptional financial guidance for world-brightening business owners.
Since reviewing and defining these elements and reflecting them in the rest of our brand, we hope it’s easier for our clients and team to feel connected with Lodestar.
Find an expert financial guide to help you navigate your e-commerce business.
If we sound like your kind of people, we might be a good fit to give you control over your business finances. We’d love to hear from you: say hello by filling in our contact form or check out our blog page to read financial tips for your e-commerce business.
