making your mark - ron hansen
DESCRIPTION
Ron Hansen's session at MarketMix 2014TRANSCRIPT
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Making your mark.
P S A M A MARKETMIX 2 0 1 4
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TODAY’S PRESENTATION
Topics to be covered
• About Hansen Belyea
• Branding overview
• Brand evolution examples
• Why companies re-brand
• Why it was time for Physicians Insurance to re-brand
• Process & criteria for hiring an agency
• The discovery process
• Identity design process
• Launch & rollout
• Major take-aways
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ABOUT HANSEN BELYEA
Types of projects we work on
• Branding
• Website
• Video
• Advertising
• Trade Show
• Marketing Plans
• Social Media
• Email Campaigns
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ABOUT HANSEN BELYEA
Types of companies we work with
• B2B and B2C
• Broad range of industries
• Startup to Fortune 500
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COMPANIES WE HAVE RE-BRANDED
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OTHER COMPANIES WE WORK WITH
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What is a brand?START WITH A COMMON UNDERSTANDING
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What a brand is not.START WITH A COMMON UNDERSTANDING
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A BRAND IS NOT A NAME
Apple
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A BRAND IS NOT A LOGO
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A BRAND IS NOT A PRODUCT
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A BRAND IS NOT A STOREFRONT
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A BRAND IS NOT AN EXPERIENCE
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A BRAND LIVES IN THE MIND OF THE CUSTOMER
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IntuitiveCool
StylishFriendly
Sleek
Innovative
A BRAND LIVES IN THE MIND OF THE CUSTOMER
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IntuitiveCool
StylishFriendly
Sleek
Innovative
THESE ATTRIBUTES ARE PROJECTED ONTO YOUR IDENTITY
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InnovativeCoolStylishIntuitiveFriendlySleek
THESE ATTRIBUTES NEED TOALIGN WITH THE IDENTITY
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Who remembers Apple’s first logo?
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InnovativeCoolStylishIntuitiveFriendlySleek
WOULD YOU BELIEVE THISCOMPANY IS:
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1976
1998
1977
2006
1984
2008
THIS IS ONE REASON BRANDSNEED TO EVOLVE
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1876 19371912
1950
1936
1968
2000
1956
SUCCESSFUL BRANDS EVOLVE
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1971 1987 20111992
SUCCESSFUL BRANDS EVOLVE
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Evolving a companiesbrand imageHANSEN BELYEA CASE STUDIES
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ORIGINAL NAME & LOGO
BRAND EVOLUTION / SEATOWN LAX
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ORIGINAL NAME & LOGO
UPDATED NAME & LOGO
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ORIGINAL LOGO
BRAND EVOLUTION / INW
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ORIGINAL LOGO
UPDATED LOGO
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ORIGINAL LOGO
BRAND EVOLUTION / SMARTY PANTS
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ORIGINAL LOGO
UPDATED LOGO
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6017 airport waysmartypantsseattle.com
Since 2004
pm7real deal
21+tacos2 pbr$ 2$current & classic racesMoto GP World Super Bike Trails AMA
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ORIGINAL NAME & LOGO
PACIFIC NORTHWEST ASSOCIATION OF INDEPENDENT SCHOOLS
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ORIGINAL NAME & LOGO
UPDATED NAME & LOGO
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Why companiesre-brand
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WHY COMPANIES RE-BRAND
It’s about change
• Relevancy
• New line of business or company focus
• Mergers and acquisitions
• New audience
• Competition
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Why did Physicians Insurance re-brand?
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WHY DID PHYSICIANS INSURANCE RE-BRAND
We were resistant to change, but knew it was time.
• Changes in business
• A shifting marketplace
• Competition
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WHY DID PHYSICIANS INSURANCE RE-BRAND
• Led by VP of Marketing, with full support of the CEO
• We had evidence of the need, it was not just a marketing thing
• Ensure we had the resources to pull it off
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WHY DID PHYSICIANS INSURANCE RE-BRAND
• There is a deep loyalty to the company
• Big resistance to change (we’re insurance after all)
• Many internal and external changes to deal with first
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WHY DID PHYSICIANS INSURANCE RE-BRAND
• Wanted to work with an agency that had specific re-brand / refresh experience
• Needed a partner, not a vendor
• Someone who understood failure was a big deal
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Process & criteriafor hiring an agency
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PROCESS & CRITERIA FOR HIRING AN AGENCY
• Budget and buy-in
• Writing an RFP
• Finding agencies
• Selecting an agency
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PROCESS & CRITERIA FOR HIRING AN AGENCY
Best practices: what to ask
• References
• Does the agency understand your company?
• Who is leading the project?
• How is it priced?
• How will you manage conflicts?
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PROCESS & CRITERIA FOR HIRING AN AGENCY
Other details that will impact moving forward
• Will you own the design files?
• What type of files will be created?
• Will your internal team be able to utilize the files
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PROCESS & CRITERIA FOR HIRING AN AGENCY
Comparing proposals
• No two will be the same
• Ask for clarification
• Each may bring a different approach, be open-minded
• Is it specific to you & your needs?
• How have they been through the process so far?
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PROCESS & CRITERIA FOR HIRING AN AGENCY
Levels of engagement internally
• Get staff’s input
• Educate about process and expectations
• Selecting who to attend discovery sessions
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The discoveryprocess
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THE DISCOVERY PROCESS
From the agency perspective
• Research ahead of time
• Face-to-face interaction can be key to success
• Keep the team engaged
• Great opportunity for people to be involved & be heard
• Think aspirationally
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Identity designprocess
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IDENTITY DESIGN PROCESS
• Your fate is in our hands
• Turning gathered information into usable criteria
• Build a solid brand platform document
• Reflect, refine, revisit
• Great work takes time
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ORIGINAL LOGO
PHYSICIANS INSURANCE
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ORIGINAL LOGO
UPDATED LOGO
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MEANING BEHIND THE MARK
Client Focus
Building blocksfrom original logo
Layers of Service Offerings
Innovative Thinking
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UPDATED LOGO / NEW SERVICE LOGOS
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Identity launch and rollout
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IDENTITY LAUNCH AND ROLLOUT
• How to reveal internally
• Avoiding potential problems
• Prioritized hundreds of items that needed to change
• Don’t underestimate the time and energy required
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Major take-aways
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MAJOR TAKE-AWAYS
• Understand when a re-brand may be in order
• Get internal buy-in
• Find the right agency
• Incorporate your colleagues in the process
• Plan ahead for the launch & rollout
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Questions
P S A M A MARKETMIX 2 0 1 4