A recent car buying experience made me realize the importance of asking my clients the right questions and understanding the ‘why’…
Not long ago we set out for a day of car shopping armed with research, a budget and my top three dealerships mapped out. We arrived at my top choice first. It was a disappointment. We didn’t get any attention when we walked into the showroom, not even a ‘good morning’. We quickly realized this was not the place for us and we left.
The next stop was more successful – at least they greeted us, showed us a few vehicles and even took us for a test drive. While the vehicle looked great, had cushy upholstery and an impressive sound system, the vehicle itself didn’t really feel solid and the engine performance was poor. Once again we left disappointed.
Our final stop was the dealership I was least excited about. While their vehicles had a good reputation I wasn’t sold on their ‘style’. However we were greeted by an enthusiastic sales rep who asked me what I was looking for in a vehicle. Up to this point, no one else had asked me this, and although I thought I was looking for style and comfort, he made me think carefully. I responded with, “Safety. First and foremost, I want safety for me and my family.” “Well, you have come to right place. We have the best safety record in the industry”. He listed off a plethora of safety features built into the vehicle and emphasized how they were ‘built for the driver’. A test drive sealed the deal, with the sales rep squealing around corners at high speed – showing off the turning radius and the braking prowess. WOW, I bought the car that afternoon. I was sold. Sold, because he took the time to understand what I was really looking for and delivered it. It was the best sales experiences I’ve ever had and it also brought to mind a recent client meeting…
ne of our recent projects was working with XACT Technologies, a manufacturer of top-quality electrical solutions. The company originally hired us to redesign its website, but early on in the project, we realized more than a website was required.
XACT’s existing brand had served them well over the years, helping them to become an industry leader in a global market. But now, the brand had become dated. It no longer reflected the company’s superior product line or supported its dynamic corporate culture. The logo was soft, quiet and calm, with a nondescript blue and white palette which reflected a modest, Canadian company. The iconic ‘X’ was a bit wobbly and unbalanced, and the overall feeling was ‘tired’. The brand no longer told the right story for XACT.
What we recommended
Creating a new website without revamping XACT’s brand colours, logo and tagline was not going to serve the company well. The decision-makers trusted the design and marketing knowledge BluBrown brought to the table — our recommendation made sense to them. As a full service design boutique, we offer a range of services and the first step in this new initiative was to facilitate a Discovery Session to align the company vision. The Discovery Session unveiled an executive team that was fresh and full of vigour; the sales team was enthusiastic and aggressive and the support team relished providing top quality service and products to their clients. As we suspected, the current brand did not reflect this magnetic corporate culture.
How we did it
The first step was to revitalize the logo — we rearranged, re-drew and re-colourized it. The logo became a sharper (literally), brighter, polished wordmark. The ‘X’ was refined and re-aligned to project a more aggressive and ‘exact’ angle.
Next, we rewrote the tagline from ‘XACT Technologies’ to ‘XACT Engineered Manufacturing Solutions’, a much more accurate reflection of their product and service offering. The flat blue colour palette was updated to a vibrant red. The new logo reflected a different feeling from the original logo: bold, energized and dynamic. As a brand, XACT now commanded attention and exuded confidence and power.
The updated logo was developed with a new Brand Standards Guide, which we applied to the company’s marketing collateral including stationery, signage, trade show displays, sales materials and digital media.
We then completed the project by fulfilling our original mandate and created an engaging and responsive, modern world-class website, using the new logo and colour palette.
Is it time for your company to update its branding or give its logo a facelift?
The final step — a happy client
If we hadn’t asked a lot of questions in the beginning of the project, we wouldn’t have understood that the client really needed more than a new website. Subsequently, our client, XACT Technologies, is thrilled with their new branding, website and supporting marketing materials. Check it out for yourself here or go to XACT Engineered Manufacturing Solutions.
BluBrown Communications was recognized for this Corporate Branding Campaign with a Summit International Award in 2015.