If there were ever a sector ripe for me to rebrand an industry, it would be the HR industry.
It’s become stagnant, mechanical, and filled with more variables than some advanced mathematics class.
So along comes a startup that is revolutionizing the standard of performance that can truly be achieved by HR departments without resorting to “hunches” or “gut instinct.”
Here’s a quick overview in episode 81 of One Minute Wednesday (the full story follows below):
Time to Rebrand an Industry
So, my team and I looked over and realized they had a very distinct offering that needed a clear story that answered, “Why them?”
The breakthrough was the name.
Because all the “competitors” sounded like law firms (or the ultimate geek convention with uber-scientific names) that took the “human” factor out of “human resources.”
The name is based on 15 core metrics they use that crush all industry averages for employee performance, employee skill fit, and employee longevity.
Why is this important? Because to a company investing in an employee equates to millions of dollars on the part of a company.
The name? 15 dots.
The slogan? No more guessing.
When You Rebrand an Industry, Make Sure the Online Experience is Awesome
So, the brand came to life as we developed the brand story, and the brand assets.
And keeping the brand consistent, here’s a handout for prospective clients:
The Rebrand Rollout
Nothing beats going big.
Here’s how we did it with this new brand:
And of course no revolution is complete without the Arc de Triomphe de l’Étoile, one of the most famous monuments in Paris, France, and using it as the backdrop to unveil their brand for the world to see.
That’s how you do it when you’re revolutionizing an industry.
And always remember to go big. Nobody will do it for it.
Need help with your launch or rebrand? Let’s talk.
