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