Transforming Identity into Impact

Our collaboration unfolded through the four steps of our F.L.O.W. method:

Phase 1: Focus

Clarity of Commitment‍

The initial challenge was immediately apparent when we asked who their main clients were.

The answer was: "Everyone."

While FIT's sense of responsibility to all taxpayers and citizens was admirable, this broad scope created strategic complexity.

Together, we dove deep into FIT's core purpose:

• The clients that would value their help most
• The impact they wanted to create in the Flemish economy
• The unique role they would play in companies' international journeys

We ran an intensive Focus workshop that brought together the collective wisdom and intelligence of the team, really examining who within the organizations they served would benefit most from their expertise.

Phase 2: Look & Listen

Clarifying the Context

With clearer intention, we immersed ourselves in understanding both clients and the competitive landscape through 360-degree research:

• In-depth interviews with employees across the globe, from Japan to neighboring countries to the Brussels team
• Extensive client interviews spanning large corporations to small businesses across diverse industries
• Analysis of rivals from other countries offering similar internationalization support services
• Social listening to understand market perceptions and needs

This thorough analysis revealed a beautiful truth: even though "government agency" does not sound exciting, FIT's clients were genuinely excited with their experience. They were grateful, enthusiastic advocates who actively recommended FIT's services.

We found that the people working for FIT made a huge difference: their network, commitment and collaboration with clients were next-level compared to rivals. This would become one of their major differentiators.

Phase 3: Outline

Clarifying Key Messaging

The research unlocked FIT's true added value.

Borrowing words that clients used to describe their experience, we identified what makes FIT unique. This helped us craft a promise and positioning that were true to FIT's strengths in the competitive landscape.

We brought clarity to the complex messaging that had emerged from the restructuring, identifying which messages were most relevant to our hero customers.

Yes, FIT had a mandate to support every type of company, but we identified the customer types that  needed FIT's help most.

This delivered a break-through in the marketing strategy.

We chose a strategic narrative that aligned FIT's capabilities with their clients' international ambitions, creating a brand story that resonated deeply with businesses ready to expand globally.

Phase 4: Write

Bringing the Story to Life

In the final phase, we transformed the new narrative into actionable marketing strategy:

• Developed complete brand messaging and positioning framework
• Created comprehensive service mapping aligned with target segments
• Built a focused marketing plan centered on awareness and customer activation
• Designed implementation strategy that balanced broad accessibility with strategic focus

Unlike traditional commercial marketing, our approach prioritized awareness and activation rather than acquisition. The key goal was making sure that every business with the right to benefit from FIT's services knows about them and what they can expect.

Clarity Unlocked

Today, FIT operates as a unified force in international trade development.

The agency has evolved from post-restructuring complexity to strategic clarity, serving as the number one trusted partner for companies, Flemish and international, to achieve their international ambitions.

The transformation extends beyond external perception—internally, the team now operates with clear vision and structured approach to marketing, each member understanding their role in the larger mission.

"Story Flow has helped us to deepen our brand positioning, communication towards our clients and clear propositions for every segment. Julie succeeded in developing a strong baseline for our communication by listening deeply and thoroughly analyzing our needs and those of our clients, then identifying the way forward."
‍
CEO Piet Demunter

The Value of Meaningful Marketing

For FIT, Meaningful Marketing created value in three different ways:‍

• Clarity: A unified narrative transformed reorganisation complexity into clarity of mission.
• Purposeful Focus: Identifying commercial priorities created sustainable growth approach.‍
• Authentic Impact: Clients' genuine enthusiasm became the foundation for authentic brand storytelling

The Path Forward

Story Flow helped FIT craft their strategic narrative, brand positioning and marketing plan, transforming an organization struggling with explaining its value into a undisputed champion of Flemish international business growth.

As FIT continues expanding their global reach, we maintain our partnership through ongoing coaching and strategic support. This ensures the agency can adapt and grow while staying true to their core mission of making Flanders a powerhouse in the global economy.

"Story Flow really gets your business thanks to thorough analysis. They have a remarkable ability to highlight the essence of your business, bringing its core strengths to light. By simplifying complexity, Story Flow crafts your story to showcase its most essential and impactful elements."
‍
CMO Barbara Tieleman

Work With Us

If you're leading an organization through transformation and seeking to align your team around a compelling vision, let's explore how we can bring your story to life.‍