Andrews reflects on our rebrand experience, building a consistent brand with everything from branded merch to custom apparel to welcome gifts for new employees.
There is a lot of talk about building a consistent brand experience and we always believed we did that, but how did we know for sure?
As we set out on our quest to revisit our brand post-pandemic, after we had spent over a year introspectively examining what we do well, what could be done better, and things we have yet to do - we wanted to ensure our brand aligned with our values and our style of delivery. Frankly, while we are a cute group of professionals, our caricature no longer suited who we had become.
Did Our Key Stakeholders Connect with Our Brand?
At every engagement, our brand was telling part of a story. What we found after asking a few of our key clients, manufacturers, and industry influencers was that how they experienced Andrews wasn’t about a cute, casual relationship but about confidence in a group of professional project managers who continually outperformed expectations.
So as we unpacked the feedback from our stakeholders, we needed to ensure our brand reflected how each audience experiences Andrews. From the content and voice of our website, the look and messaging of our email signatures, and the demeanor of our teams, to the alignment of our brand message on our onboarding kits, client thank yous, and team apparel, subtle messaging creates a consistent story that builds trust and reliability.
Consistency in branding and messaging is not just important for your customers, but for your staff as well. When your staff is aligned with your brand values and messaging, they are better able to communicate and deliver your brand promise consistently, which first requires everyone to understand the brand promise, that is the commitment you are making to your clients/suppliers as to what they can expect when working with your brand.
The Trifecta of Building an Unexpected Brand Experience
Creating consistent and subtle messaging through multiple (ideally, all) touchpoints is the bare minimum for building trust and confidence in your brand, add to that your own team’s thorough understanding of what they are ‘promising’ while ensuring the ‘promise’ is of value to your stakeholders - now that is the trifecta of building a brand experience that is truly ‘unexpected’ (that includes well messaged branded merch that is outside of the ordinary).