Mar
30
2011
While a proven methodology is critical for a successful project, having the right team in place also plays a huge factor in the fluidity of any branding initiative. The Administaff/Insperity team exhibited all the characteristics of a successful project team, and the entire Addison Whitney organization would like to congratulate them on their passionate engagement in the process, willingness to embrace change, and decision to move forward on its new corporate identity with clear strategic intent.
With almost 20 years experience in managing branding projects, we’d like to offer some key attributes that client teams can adopt to result in a successful project and process, and some key takeaways from our work with Insperity.
Meeting deadlines.
Staying on deadline is imperative for an agency or client partner; our reputation is built on the ability to meet our client’s time lines. However, it’s important for the client to remain on deadline as well. A delayed process means momentum, energy, and excitement around the project can be lost, and those are difficult to regain after a long period of time.
An open mind.
Sometimes, as leaders of an organization, it can be difficult to be honest and open about the challenges you face. Having an open mind about refreshing your positioning, changing your name, or creating brand new standards is imperative to a successful project. If you expect it to be seamless and without challenges, you’re in for a difficult journey. Rely on the experience and expertise of your agency/client partner as a resource for guiding you through the project.
Trust your gut.
Even with all of the time we spend learning about our client companies, there’s no way we’ll know your brand as well as you do. When you see results, trust your gut. Suggest changes to be more reflective of your company culture or organizational plans. Often times, the best outcomes of our projects are from collaborations with our client companies.
Utilizing the research correctly.
Good data was important to the Insperity team before making any decision. There is a difference between market research and good market research. Understanding key goals before creating questionnaires is important to getting the insight you need to make critical decisions. Having a skilled, outside agency interpret the data can be important so that you know exactly what the data is saying and corresponding key insights.
Often times, clients will conduct market research looking for the name. They assume that because a name tested high that it’s the best choice for their product/service/company. Using the research or supporting data as a guide, not the final decision maker, is the best path of action.
Engaging senior leadership.
A successful project is also contingent on having a senior leadership team (CEO, SVP Sales & Marketing) that is heavily engaged in the process. Having a plan in place that fosters good communication and aligns with the business strategy and vision for the company is essential. A good process incorporates timely progress updates at key milestones with management leaders, board of directors, etc., and presents these updates as a team.
Consistent project team.
There is no quicker way to derail a project than to have 10 members participate in the initial meetings, and only half of that in attendance during the key milestones and touch points. Create a core team (5-7 team members is ideal), and engage them consistently in the process. Even though the core Insperity team did go through a few changes, key team members were consistent and diligent in communicating about needs and deadlines with other project team members.
Celebrating your success.
Often times, this step is skipped by clients. But, the effort it takes to engage in a branding process and the results of that can be a big change for many organizations. Once you have a result, it’s important to celebrate and recognize the internal team that worked so diligently on the project. In addition, make a big splash about the new/re-positioned brand. There’s no better way to show the whole organization how important the results are than to celebrate it – no matter whether that celebration is in your board room or in a major league ballpark.
Again, congratulations to the Insperity team on a successful process, project, re-brand and launch. We have been honored and inspired to be a part of your success!
Mar
24
2011
On March 3, 2011, the Administaff family gathered to celebrate 25 years of success and a new beginning as Insperity. Some members of the Addison Whitney-Insperity team were lucky enough to attend and witness this magical evening.
Picture this – Minute Maid Park home of the Houston Astros, deep in the heart of Texas, buzzing with the excitement of more than 3,000 people. As we all filed into seats along the third baseline, we were met with an incredible program. Hosted by new Insperity spokesman Jim Nantz, it featured a conversation with Steve Forbes and presentations by company leadership. Saying the presentation by Chairman and CEO Paul Sarvadi was inspiring and energizing just does not do it justice. He passionately talked about the company’s evolution over the past 25 years and his vision for the years to come. This new vision coupled with the new corporate identity was unveiled in 3D – yes, thousands of guests put on branded 3D glasses for the unveiling.
The night featured an amazing spread of food, dancing and festivities. As we headed out to left field to get our souvenir – an Insperity-branded box filled with mementos celebrating the company’s history – Michael McDonald took the stage to cap off the night.
Often times when our clients launch new brand strategies or corporate identities, we do not get to witness the excitement of the event. So being able to attend was very special for our team. Every detail of this event and the Sales Convention happening at the same time were so well thought-out and very impressive including the signs, stage lighting and the entire color palette – all of which changed overnight.
To borrow something we overheard employees saying that night: here’s to Insperity – cheers!
Mar
22
2011
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An article in Thursday’s (3/17, 2011) Wall Street Journal by Jeff Bennett, said Chrysler Group filed suit Tuesday to keep a local group from using “Imported from Detroit” on clothing. They want to stop Moda Group LLC from selling T-shirts and other clothing “branded with the words: Imported From Detroit” in their Pure Detroit store chain. The use of “branded with the words” is an interesting choice of words. A quick trademark search shows the phrase is currently Published for Opposition, or pending a final trademark. The mark is filed in multiple product categories covering everything from key chains to eye glasses. No doubt they plan on using the mark on all kinds of chotchki.
Is something like Imported From Detroit trademarkable? There are all kinds of problems with letting a private firm own a public property like a city’s name. The issue has even boiled over into international legal rights to use product descriptors like Champagne and Parmesan, because they do refer to a specific geographical location. So, is “Imported From Detroit” unique enough to be trademarked? Certainly Made In Detroit would not be. It’s a common usage phrase that is mandatory labeling for many products. But since Imported From Detroit is a turn of words based an import not coming from a foreign country, perhaps it is. It is a phrase that would not come about in ordinary language, unless you’re in another country.
Should Chrysler protect their mark from some little tourist store in Detroit or should they promote its use? Surely, they don’t expect proceeds from Imported From Detroit key chains, hats, and coffee mugs to be a real income machine? By simply allowing its use, they give up ownership, so they’ve got to make the effort. But would they be better off allowing its wide-spread use, as it promotes their products indirectly? You would think so – more awareness they do not have to pay for. Brand building is about building awareness and a set of specific associations. Perhaps the T-shirts are Made In China? Maybe the fashion associations of Chrysler and the Pure Detroit store chain clash. But, free publicity for your brand and your ideas? It seems like a no-brainer. Maybe the real problem was the ad agency seeing the free publicity as a threat to THEIR income stream.
There is no doubt that trademarks are an important part of our world of commerce, especially in an Information Economy where we are competing against low cost labor from other parts of the world. On the other hand, Imported From Detroit seems like something we all should have a right to use, if we have a product made in Detroit. Perhaps that’s a big IF? Regardless, it’s just another example of our ever more branded world.
Contributed by Bill Lippincott, Vice President
Mar
18
2011
Once the final Insperity logo was decided, the next initiative was designing and creating the marketing materials. Luckily there wasn’t a strong visual tie to this element of the project as there was to the logo. A wide range of options was presented, but the option that resonated most with the project team was one that continued the story told by the logo.
The bracket (or speech bubble, depending on which way you look at it) subtly hints toward the wide range of offerings that the new Insperity provides, as well as suggesting the beginning of a new conversation. This element spans across a wide variety of materials, ranging from the business card to pocket folders. Its flexibility allows the bracket to be utilized both vertically and horizontally. Paired well with a italic slab serif and modern sans serif, the predominant use of the contemporary, approachable primary and secondary color palettes allows the Insperity team to tell a welcoming story without overwhelming the viewer.
Contributed by Nick Irwin
