Brand Identity Essentials
Our book is available in six languages and is in its second edition.
What is Employer Branding?
Internal brand message
Employee value propositions
Telling a Unique Story
Autocam Medical, a leading medical device manufacturer, identified talent acquisition as a critical driver for growth but struggled to tell a unified and unique story. We worked with leadership to clarify the brand position and message, then contextualize that to several target audiences—both internal and external. The resulting artifact was a website built to engage talent with a unique value proposition and clear messaging along with new positioning.
Equipping Talent for Growth
Ergonomic furniture accessories company ESI has seen multiple years of steady growth. Recognizing its sales reps are a cornerstone of past development, the company needed to level up and better equip salespeople for future growth. With this target group in mind, we developed sales tools and training concepts, taking internal workflows and teams from sales, marketing, and customer service. We conducted internal research with teams, reps, and customers to better understand how they interact and the flow of information. We created four behavioral sales rep segments, enabling us to identify the group with the best potential to spur growth and needed an extra boost with training and tools.
Lorin, a top global supplier of anodized aluminum, sought growth by better connecting with a new customer group. The result was a holistic rebrand, much more than a look and feel. Lorin’s new position requires internal teams to work together in new ways, including sales, marketing, HR, IT, and operations. Agile companies need every team member to be on the same page. We developed a tighter value proposition and ideal customer experience, then tied those efforts back to the individual departments. These concepts and recommendations for HR messaging and experience reinforced Lorin’s brand value and identified activities for internal teams to move the brand forward in a cohesive manner.