 [
From the Archives of D3 Agency former company
of BrAG founder Michel Hogan]
To grow from an small, but established collocation
and hosting company to a major player in their marketplace,
Comfluent needed to structure their vision, goals, leadership
practices, marketing and communications around a unifying
body: their brand foundation. D3 was engaged to help.
Through and process of in-depth discovery and
analysis, D3 began to uncover and bring together both the
truths and perceptions about Comfluent into a brand foundation
comprising their core values, their enduring promise and
current positioning. The resulting foundation is used throughout
the organization as a “keystone” to strengthen
and align what they say, with what they do and think and
can be referred to for the life of the company.
The brand foundation is starting to impact
the breadth of the organization. First the “brand handbook”,
featuring the foundation components, was given to each Comfluent
employee to reinforce the importance of leveraging the brand
in all business practices— from answering the phone
and speaking with the media, to delivering service to clients
and decisions around the future direction of the organization.
The tenets of their brand foundation were then
represented through the key statement – “You’re
ON.” The message – shown as a bold red power
switch - is being integrated throughout Comfluent’s
current and future communications You’re ON it the
outward facing enactment of Comfluent’s core values— their
communication in a straightforward manner, their desire to
do anything it takes to solve problems. “You’re
ON” is both the way they accept the challenge and the
outcome.
Other initiatives driven out of the development
of the brand foundation includes documentation and overhaul
of internal processes and procedures, a new approach for
all communications and a new web site which takes a more
accessible, customer sensitive approach, representing through
functionality, structure and language and intent and substance
wholly driven by the newly uncovered brand foundation.
The brand foundation has resulted not only
in positive feedback from customers and employees, but a
means to structure future growth, communications and decisions
from a solid foundation that will also act as a compass throughout
the life of the organization.
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