Brand is the holy grail of the marketing world. It’s every marketer’s dream to be the hero that comes up with a great brand that puts her company on the map. The reality is that many of us inherit brands that have been around for a while, brands that are tired and antiquated, but have great sentimental value within the company’s stakeholders. As such, the challenge for the marketing team is to bring about an evolution without the perception of a revolution.
What We Do
In What Great Brands Do, Denise Lee Yohn writes, “Simply put your brand is what your company does and how you do it. Your brand is not what you say you are — it’s what you do."
So that’s where we started, with what we do. “Corporate United is the nation’s largest indirect GPO” – that’s who we are, but that’s not our brand. Communicating that, and the inherent value of what we do, has been a struggle internally and externally. Our mission in recreating the brand was to tackle these challenges and construct standards and messaging for every audience that consistently, concisely made it clear what we do and how we do it.
Content is King
It may be cliché, but it has never been more true. We started our brand journey by getting rid of industry-specific jargon and replacing it with terms and explanations that any visitor to our website can understand. Interestingly, this taught us more about our business than anything we had read or learned on the job. When you have to distill hundreds of pages of content down to what really matters, you organically begin to really understand your brand. As Einstein said, “If you can’t explain it simply, you don’t understand it well enough.”
Our new website is the essence, and the first piece, of the new Corporate United brand. Stylistically, it’s elegant and sleek, and very current. But the substance of the site is our brand. It simply tells the story of what we do, how we do it and why you should care. We hope you agree.