June 18, 2012
Last week I had the pleasure of attending a semi-annual dealer meeting for a relatively new client in Wisconsin. I enjoy gatherings such as this because you always learn something new and meet the most interesting people.
Our role in this event was to introduce an entirely new logo, branding and positioning statement for this company, which was founded by a very charismatic and enthusiastic leader who started the company 20 years ago. The founder has now determined that it’s time to step back and empower new leadership to take the company into the future.
This client gave our agency the assignment of bridging then and now by capturing the essence of the company’s history and personality, while positioning it accurately for the future—no small task for sure. We completed a thorough survey and series of interviews with dealers and company personnel to learn as much as possible about the DNA of this company. What makes them special? What makes them successful? What differentiates them from their competitors?
Our creative staff immersed themselves in this challenge and distilled the results of the survey and the personal interviews to produce an impressive list of deliverables including: new logo and positioning statement, a brand standards guide and an array of new sales and marketing support materials such as company image brochure, trade show exhibit, biographies of the new leadership team and an entirely new website.
At first, company employees and dealers were pretty skeptical of the new look and new message being presented. You could tell that change was very difficult for many of these people. The lack of unanimous and enthusiastic reception to the new program had me worried.
Then the founder went to the podium to address the group. He talked about change and the need to embrace it or be run over by it. He talked about the 20-year transition of a company he and his wife started to what it is today. And his dream that it grow beyond his wildest expectations to become a top-tier player in their industry segment. “We have a hell of a story to tell,” he exclaimed. “And I think the new logo and message we have tells that story for us. It’s time to turn the page and write the next chapter of this company!”
Whew. I was certainly glad to hear that. And suddenly the new logo and look wasn’t that far off in the opinion of several employees and dealers in attendance. It looks like it will get a fair chance after all.
My point is this: Every company—or product—has a story to tell. Our job, and our measure of success, is to tell that story as accurately, as interestingly, as uniquely and as compellingly as possible. That’s what we as professional communicators are charged to do.
And I’m proud to say our folks here at Paulsen are some of the very best in the business when it comes to crafting those stories for our clients.