Making your mark.
P S A M A MARKETMIX 2 0 1 4
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
ABOUT HANSEN BELYEA
Types of projects we work on
• Branding
• Website
• Video
• Advertising
• Trade Show
• Marketing Plans
• Social Media
• Email Campaigns
ABOUT HANSEN BELYEA
Types of companies we work with
• B2B and B2C
• Broad range of industries
• Startup to Fortune 500
COMPANIES WE HAVE RE-BRANDED
OTHER COMPANIES WE WORK WITH
What is a brand?START WITH A COMMON UNDERSTANDING
What a brand is not.START WITH A COMMON UNDERSTANDING
A BRAND IS NOT A NAME
Apple
A BRAND IS NOT A LOGO
A BRAND IS NOT A PRODUCT
A BRAND IS NOT A STOREFRONT
A BRAND IS NOT AN EXPERIENCE
A BRAND LIVES IN THE MIND OF THE CUSTOMER
IntuitiveCool
StylishFriendly
Sleek
Innovative
A BRAND LIVES IN THE MIND OF THE CUSTOMER
IntuitiveCool
StylishFriendly
Sleek
Innovative
THESE ATTRIBUTES ARE PROJECTED ONTO YOUR IDENTITY
InnovativeCoolStylishIntuitiveFriendlySleek
THESE ATTRIBUTES NEED TOALIGN WITH THE IDENTITY
Who remembers Apple’s first logo?
InnovativeCoolStylishIntuitiveFriendlySleek
WOULD YOU BELIEVE THISCOMPANY IS:
1976
1998
1977
2006
1984
2008
THIS IS ONE REASON BRANDSNEED TO EVOLVE
1876 19371912
1950
1936
1968
2000
1956
SUCCESSFUL BRANDS EVOLVE
1971 1987 20111992
SUCCESSFUL BRANDS EVOLVE
Evolving a companiesbrand imageHANSEN BELYEA CASE STUDIES
ORIGINAL NAME & LOGO
BRAND EVOLUTION / SEATOWN LAX
ORIGINAL NAME & LOGO
UPDATED NAME & LOGO
ORIGINAL LOGO
BRAND EVOLUTION / INW
ORIGINAL LOGO
UPDATED LOGO
ORIGINAL LOGO
BRAND EVOLUTION / SMARTY PANTS
ORIGINAL LOGO
UPDATED LOGO
6017 airport waysmartypantsseattle.com
Since 2004
pm7real deal
21+tacos2 pbr$ 2$current & classic racesMoto GP World Super Bike Trails AMA
ORIGINAL NAME & LOGO
PACIFIC NORTHWEST ASSOCIATION OF INDEPENDENT SCHOOLS
ORIGINAL NAME & LOGO
UPDATED NAME & LOGO
Why companiesre-brand
WHY COMPANIES RE-BRAND
It’s about change
• Relevancy
• New line of business or company focus
• Mergers and acquisitions
• New audience
• Competition
Why did Physicians Insurance re-brand?
WHY DID PHYSICIANS INSURANCE RE-BRAND
We were resistant to change, but knew it was time.
• Changes in business
• A shifting marketplace
• Competition
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
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
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
Process & criteriafor hiring an agency
PROCESS & CRITERIA FOR HIRING AN AGENCY
• Budget and buy-in
• Writing an RFP
• Finding agencies
• Selecting an agency
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?
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
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?
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
The discoveryprocess
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
Identity designprocess
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
ORIGINAL LOGO
PHYSICIANS INSURANCE
ORIGINAL LOGO
UPDATED LOGO
MEANING BEHIND THE MARK
Client Focus
Building blocksfrom original logo
Layers of Service Offerings
Innovative Thinking
UPDATED LOGO / NEW SERVICE LOGOS
Identity launch and rollout
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
Major take-aways
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
Questions
P S A M A MARKETMIX 2 0 1 4