Western Bank Customer Profile: LEVEL, A Builder of Brands

November 1, 2009

Meet LEVEL, a brand, reputation and creative firm that helps companies in need of brand strategy, brand positioning, communications and advertising work. "We look to work with companies who understand the importance and value of building strong brands and strong reputations," says founder and CEO John Foley. Currently the firm works with companies in health care, financial services, technology, retail and manufacturing.

According to Foley, the firm was started to create revenue-generating communications for their clients and has evolved into a hybrid of business strategy, marketing and communications. Foley admits starting the business in the middle of a recession in 1986 with $10,000 and no clients is the riskiest career move he’s made; however, risk does pay off. With a team of 20 employees today, LEVEL helps clients create and deliver outstanding customer experiences resulting in increased brand loyalty, revenue and profits…creatively called "moving the numbers." "Our strategy team of industry leaders offers practical, hands-on experience producing accelerated results from insights, brand strategy and organizational alignment," says Foley. "Our creative team excels in developing revenue-generating communications that inspire, with the ultimate goal of building profitable, lasting customer relationships."

Over the past 22 years since LEVEL began, the industry has had its fair share of changes. Foley explains that today customers will only do business with companies they trust, and it's more difficult than ever to earn that trust. "Historically, the function of marketing was more about building awareness and visibility for companies and products," he says. "Today, the role is to directly affect a company’s profitability by establishing authentic, sustainable customer relationships – that’s marketing’s new job."

Adjustments have also occurred given the state of the economy. LEVEL has been making the necessary changes to increase the efficiency of their operation while continuing to deliver exemplary service for its clients. "Our employees have been masters at just figuring out how to wring the most value and greatest results for every dollar spent," says Foley.

No matter what the varying element, Foley recognizes one thing remains certain: relationships and shared values are the cornerstone of any business. "This is what we tell our clients and it’s what we live every day," says Foley. "Our industry tends to work on two levels. The first level includes agencies who sell innovative, creative ideas; these agencies are very focused on awards and keeping up with the latest trends. The second level includes those firms who help their clients develop sound business strategies and can bridge those strategies with effective creative work." Foley says each structure has its advantages depending on the client, but LEVEL has always focused on bridging strategy and creative development.

With much success under its belt, LEVEL has received countless industry recognition, but emphasizes again that’s not the firm’s focus. Foley says when it comes to awards, LEVEL’s focus is on making sure its client marketers get the credit they deserve. Western Bank has experienced this first-hand as the bank collaborates with LEVEL to develop much of its brand marketing messages. Twin Cities Business Magazine even recognized Western Bank’s "We see more than money" Origami Campaign several years ago as Best Annual Marketing Campaign.

Along with stressing shared values with clients, Foley also encourages any business to build an internal team that shares your vision and values. LEVEL has a dedicated team that has the hands-on experience to help its clients achieve their business goals. "I am always thrilled to hear when someone reaches a significant personal or business milestone; it speaks volumes about the stability of our culture. I am proud to have a company that fosters employee growth resulting in longevity. In our business, having great bench strength is everything."

Looking to the future, LEVEL is well positioned to help clients make smart business, sales, marketing and communications investments to achieve sustainable, profitable growth. Foley is passionate about changing the way businesses do business. "I want to help our clients create strong brands and strong reputations. The impact we can have on creating powerful customer relationships that increase brand loyalty which directly affects revenue and profits is exhilarating."

So what does someone so passionate about his business do to relax and unwind? Foley enjoys spending time at the cabin, biking with his wife, hanging out with his kids, reading, and catching almost every movie that is released.

LEVEL has been a customer of Western Bank for the past eight years and has looked to the bank as its partner. "Our banker truly cares about the success of our business. He takes the time to understand our needs, asks the right questions, and works with us to figure out the best financial tools for our business," Foley says.