{"id":436,"date":"2020-08-01T02:29:00","date_gmt":"2020-08-01T02:29:00","guid":{"rendered":"https:\/\/phbusinessconsulting.com\/?p=436"},"modified":"2022-05-03T02:46:08","modified_gmt":"2022-05-03T02:46:08","slug":"boosting-your-brand","status":"publish","type":"post","link":"https:\/\/phbusinessconsulting.com\/?p=436","title":{"rendered":"Boosting Your Brand"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"436\" class=\"elementor elementor-436\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3ca5af2b elementor-section-full_width elementor-section-height-min-height elementor-section-items-stretch elementor-section-content-middle elementor-section-stretched elementor-section-height-default\" data-id=\"3ca5af2b\" data-element_type=\"section\" data-settings=\"{&quot;animation&quot;:&quot;none&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div 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class=\"elementor-section elementor-top-section elementor-element elementor-element-6e8662a4 elementor-section-content-middle elementor-section-stretched elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"6e8662a4\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;sticky&quot;:&quot;top&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;sticky_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;],&quot;sticky_offset&quot;:0,&quot;sticky_effects_offset&quot;:0}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-15494576\" data-id=\"15494576\" data-element_type=\"column\" 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data-settings=\"{&quot;full_width&quot;:&quot;stretch&quot;,&quot;layout&quot;:&quot;horizontal&quot;,&quot;submenu_icon&quot;:{&quot;value&quot;:&quot;&lt;i class=\\&quot;fas fa-caret-down\\&quot;&gt;&lt;\\\/i&gt;&quot;,&quot;library&quot;:&quot;fa-solid&quot;},&quot;toggle&quot;:&quot;burger&quot;}\" data-widget_type=\"nav-menu.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<nav class=\"elementor-nav-menu--main elementor-nav-menu__container elementor-nav-menu--layout-horizontal e--pointer-underline e--animation-grow\">\n\t\t\t\t<ul id=\"menu-1-71a24b70\" class=\"elementor-nav-menu\"><li class=\"menu-item menu-item-type-custom menu-item-object-custom menu-item-home menu-item-19\"><a href=\"https:\/\/phbusinessconsulting.com\/\" class=\"elementor-item\">Home<\/a><\/li>\n<li class=\"menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-838\"><a href=\"#\" class=\"elementor-item elementor-item-anchor\">Services<\/a>\n<ul class=\"sub-menu elementor-nav-menu--dropdown\">\n\t<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-839\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=444\" class=\"elementor-sub-item\">Executive &#038; Strategic Oversight<\/a><\/li>\n\t<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-1003\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=979\" class=\"elementor-sub-item\">Competitive Sales Strategies<\/a><\/li>\n\t<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-1002\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=993\" class=\"elementor-sub-item\">Additional Executive Service Expertise<\/a><\/li>\n<\/ul>\n<\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-824\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=769\" class=\"elementor-item\">Success Stories<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-20\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=11\" class=\"elementor-item\">About<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-22\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=12\" class=\"elementor-item\">Connect<\/a><\/li>\n<\/ul>\t\t\t<\/nav>\n\t\t\t\t\t<div class=\"elementor-menu-toggle\" role=\"button\" tabindex=\"0\" aria-label=\"Menu Toggle\" aria-expanded=\"false\">\n\t\t\t<i aria-hidden=\"true\" role=\"presentation\" class=\"elementor-menu-toggle__icon--open eicon-menu-bar\"><\/i><i aria-hidden=\"true\" role=\"presentation\" class=\"elementor-menu-toggle__icon--close eicon-close\"><\/i>\t\t\t<span class=\"elementor-screen-only\">Menu<\/span>\n\t\t<\/div>\n\t\t\t\t\t<nav class=\"elementor-nav-menu--dropdown elementor-nav-menu__container\" aria-hidden=\"true\">\n\t\t\t\t<ul id=\"menu-2-71a24b70\" class=\"elementor-nav-menu\"><li class=\"menu-item menu-item-type-custom menu-item-object-custom menu-item-home menu-item-19\"><a href=\"https:\/\/phbusinessconsulting.com\/\" class=\"elementor-item\" tabindex=\"-1\">Home<\/a><\/li>\n<li class=\"menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-838\"><a href=\"#\" class=\"elementor-item elementor-item-anchor\" tabindex=\"-1\">Services<\/a>\n<ul class=\"sub-menu elementor-nav-menu--dropdown\">\n\t<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-839\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=444\" class=\"elementor-sub-item\" tabindex=\"-1\">Executive &#038; Strategic Oversight<\/a><\/li>\n\t<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-1003\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=979\" class=\"elementor-sub-item\" tabindex=\"-1\">Competitive Sales Strategies<\/a><\/li>\n\t<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-1002\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=993\" class=\"elementor-sub-item\" tabindex=\"-1\">Additional Executive Service Expertise<\/a><\/li>\n<\/ul>\n<\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-824\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=769\" class=\"elementor-item\" tabindex=\"-1\">Success Stories<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-20\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=11\" class=\"elementor-item\" tabindex=\"-1\">About<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-22\"><a href=\"https:\/\/phbusinessconsulting.com\/?page_id=12\" class=\"elementor-item\" tabindex=\"-1\">Connect<\/a><\/li>\n<\/ul>\t\t\t<\/nav>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/header>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3375778c elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3375778c\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-157607fd\" data-id=\"157607fd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-667aee05 elementor-widget elementor-widget-text-editor\" data-id=\"667aee05\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p><strong>CHALLENGE &#8211;\u00a0<br \/><\/strong>The company was facing an external perception issue that originated with the company\u2019s original brand. The fifteen-year-old company had made tremendous strides in capabilities that included technology advancements and enhanced services for clients since inception. Further, the company had recently expanded the sales force by approximately 30%. At the time, the company was making it to the \u201cfinal\u201d 3 to 5 companies in almost every RFP opportunity in which the company participated. However, the close ratio was not improving!<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>ACTIONS &#8211;\u00a0<br \/><\/strong>The goal was to alter outside perception of the company without changing the culture inside which was family orientated with a closeness between staff. Due to the fact the initial reaction from internal associates (as well as investors) was met with concern, we established an internal team comprised of associates from each department within the company in addition to an external agency that was selected from our own RFP process. We also included the Board of Directors.<\/p>\n<p>The defining moment was a very simple exercise. We deployed a survey to all customers, suppliers, and employees. For each returned survey we offered a $5 Starbucks card. The results were amazing both from participation as well as additional unsolicited comments that were offered. An overwhelming response showed that the service level we were providing had exceeded expectations from every category but specifically from customers and suppliers. This was a breakthrough moment on two fronts: 1) it solidified that our original name\/brand had a connotation of a smaller \/ more regional brand and 2) the results convinced the internal team that had been assembled that the company should be open to change (rebranding effort) and because we had formed a team &#8211; there was a \u201cgroundswell\u201d of support to embrace the effort.<\/p>\n<p>Even with the newfound \u201cenergy\u201d, the agency that the company had partnered with cautioned us to go through the deliberate year long process to ensure success with the roll out. Given the concern that we did not want to negatively impact company culture, we decided to \u201cannounce\u201d the change to the entire company first prior to going to the market \u2013 which we did at our annual Sales Meeting.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>RESULTS &#8211;\u00a0<br \/><\/strong>The impact was significantly greater than what we had hoped for! First, it completely reinvigorated the Sales Force. It gave them a reason to speak to all clients \u2013 large and small, current, and previous. Due to this additional client facing activity, the company\u2019s sales realized immediate growth. Additionally, the close ratio improved immediately which was the primary goal. Oh, by the way &#8211; the company realized double digit increases the next four years in a row!<\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>CHALLENGE &#8211;\u00a0The company was facing an external perception issue that originated with the company\u2019s original brand. The fifteen-year-old company had made tremendous strides in capabilities that included technology advancements and enhanced services for clients since inception. Further, the company had recently expanded the sales force by approximately 30%. At the time, the company was making [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[12,11],"tags":[],"_links":{"self":[{"href":"https:\/\/phbusinessconsulting.com\/index.php?rest_route=\/wp\/v2\/posts\/436"}],"collection":[{"href":"https:\/\/phbusinessconsulting.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phbusinessconsulting.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phbusinessconsulting.com\/index.php?rest_route=\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/phbusinessconsulting.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=436"}],"version-history":[{"count":33,"href":"https:\/\/phbusinessconsulting.com\/index.php?rest_route=\/wp\/v2\/posts\/436\/revisions"}],"predecessor-version":[{"id":1114,"href":"https:\/\/phbusinessconsulting.com\/index.php?rest_route=\/wp\/v2\/posts\/436\/revisions\/1114"}],"wp:attachment":[{"href":"https:\/\/phbusinessconsulting.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=436"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phbusinessconsulting.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=436"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/phbusinessconsulting.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=436"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}