Challenge
Pin down a story before it slips
When Total Administrative Services Corporation (TASC) approached Echo, they weren’t just growing fast, they were shifting shape.
The company had expanded its service lines, introduced new technologies, and doubled down on innovation in the competitive employee benefits space.
But with that momentum came a challenge: What story are we telling — internally and externally — and are we all telling the same one?
TASC leadership knew their founding story mattered. So did their values, their evolution, and the purpose that had always set them apart.
But in the swirl of growth, teams were starting to improvise. Without a shared language, origin stories fractured, and messaging drifted.
To stay grounded, the company needed to do more than rebrand. They needed to define the story and teach people how to use it.
Solution
Story first, then tools to carry it
Echo began with a deep discovery phase, interviewing leadership, mining internal documents, and studying the shifts in the employee benefits sector.
From there, we built TASC’s founding brand story:
- Where the company came from
- What its leaders believed
- What made its culture different
- And how its growth had remained rooted in a human mission
This wasn’t a mission statement or slogan. It was a working narrative: emotional, practical, and repeatable.
Next, we delivered that story in person, at a live company-wide presentation. We walked staff through the story’s arc and meaning, connecting it to their own roles and history inside the firm.
The goal: get everyone on the same page, literally and figuratively.
Then we created the tool that would keep the story alive: a custom brand story ambassador book.
Part narrative, part guide, the book combined:
- The core story
- Messaging architecture
- Sample use cases
- Visual identity cues
- And prompts for personal storytelling
It became a resource for onboarding, presentations, client communication, and internal culture-building.
Result
One story, many voices, stronger culture
The impact was immediate.
After the presentation, teams reported a stronger sense of connection not just to the company’s past, but to each other’s work in the present.
New hires gained orientation faster. Sales and support teams sharpened how they framed TASC’s role. And internal conversations had a shared reference point: not “the pitch,” but the story.
The ambassador book became a living tool, a conversation starter.
And the storytelling training helped staff take that story and shape it in their own voices, whether they were talking to clients, partners, or each other.
In a fast-changing industry, TASC built something few companies manage: a centre of gravity that helps everyone move in sync.
One more cool thing...
Locking down the lore
There’s a moment in every company’s history when its founding story risks being forgotten or over-polished.
TASC caught that moment in time.
And instead of outsourcing it or overproducing it, they sat down with Echo and built a brand story that felt true.
The ambassador book is now an integral part of the onboarding kit to bring every new employee into the fold. It doesn’t just tell the story. It reminds people why they’re part of it.
Want your team to align behind a real, repeatable story?
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