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Trek Global | How to rebrand when your company changes direction
 

Trek Global | How to rebrand when your company changes direction

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Case Study | Trek Global | Brand Alignment and Development ...

Case Study | Trek Global | Brand Alignment and Development

Trek Global found itself keenly aware of the lack of ERP options that truly fit the needs of mid-market distribution companies. Trek Global also realized that it needed to rebrand itself to take advantage of this new opportunity. See how Donatelli enabled Trek Global to achieve its goals.

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    Trek Global | How to rebrand when your company changes direction Trek Global | How to rebrand when your company changes direction Presentation Transcript

    • D O N AT E L L I + A S S O C I AT E S L L C | I N T E G R AT E D B R A N D C O M M U N I C AT I O N S | P O R T L A N D | O R E G O N | 5 0 3 . 3 1 8 . 7 7 4 8 | D O N AT E L L I A S S O C I AT E S . C O M | 1 Case Study | Trek Global | Brand Alignment and Development Howtorebrandwhenyour companychangesdirection
    • D O N AT E L L I + A S S O C I AT E S L L C | I N T E G R AT E D B R A N D C O M M U N I C AT I O N S | P O R T L A N D | O R E G O N | 5 0 3 . 3 1 8 . 7 7 4 8 | D O N AT E L L I A S S O C I AT E S . C O M | 2 Case Study | Trek Global | Brand Alignment and Development Challenge Through its expertise in ERP implementation and its deep knowledge of the needs of mid-market distribution companies, Trek Global found itself keenly aware of the lack of ERP options that truly fit the needs of this sector. This awareness shined a light on a new opportunity that Trek Global was uniquely positioned to fill: develop a cloud-based ERP system that provided the right level of functionality for mid-market distribution companies, in addition to extending a first-of-its-kind use-based pricing plan and scalability. Donatelli produced a comprehensive branding and messaging system, which enabled Trek Global to develop a range of executions that would embody its new brand. Everything from a new logo to a new color palette, imagery and typeface evolved from the direction Donatelli provided. Client Trek Global Initiative Brand Alignment and Development Sector Technology Focus Mid-market distribution enterprises Market Cloud-based ERP software Howtorebrandwhenyourcompanychangesdirection However, this new opportunity also created a new challenge. What does transitioning from a company well-known for service to one that now included a product offering mean to the established Trek Global brand? Trek Global considered a number of options, including marketing its new product and existing services under different brands, but ultimately recognized they needed to bring in outside expertise. “We searched for a branding agency that could meet the challenge of a 180° repositioning, as well as deliver a comprehensive message stack, to support the launch of a new product offering. Donatelli’s portfolio made them the obvious choice, and our excitement grew as the Donatelli team presented their work at each check point.Through a process that ensured internal buy-in at every level, they delivered a strong brand and clear message that distilled everything we wanted to convey.” — Dave Anolik,VP Marketing and Design,Trek Global B E F O R E A F T E R Type: Avenir Black
    • D O N AT E L L I + A S S O C I AT E S L L C | I N T E G R AT E D B R A N D C O M M U N I C AT I O N S | P O R T L A N D | O R E G O N | 5 0 3 . 3 1 8 . 7 7 4 8 | D O N AT E L L I A S S O C I AT E S . C O M | 3 Case Study | Trek Global | Brand Alignment and Development Trek Global continued to utilize the branding and messaging system created by Donatelli as the foundation for the design of all of its new assets, including a new video series and website. Donatelli’s explorations led to a brand archetype and persona that is organic to the values of the leadership at Trek Global. Solution Trek Global engaged Donatelli + Associates to lead their branding efforts. In addition to meeting with and interviewing Trek Global’s executives, Donatelli combed through their documents and presentations as well as analyst reports and other industry information to search for what truly sets Trek Global apart from its competition. This exploration led to a brand archetype and persona that is organic to the values of the leadership at Trek Global. With the Trek Global brand archetype and persona established, Donatelli set to writing a branding and messaging system. This included new vision, mission and values statements, as well as a brand promise, brand platform and messaging hierarchy. Donatelli also advised Trek Global on how to visually communicate these concepts so that the company would stay on brand through its launch and beyond. In addition, Donatelli counseled Trek Global on its demand generation program and other marketing activities. Results Trek Global employed the brand direction created by Donatelli, resulting in a smooth rollout of messages that distinguished itself from other ERP companies to prospects and current customers. Trek Global also applied the new brand direction in a number of applications, as demonstrated by its new logo created by Trek’s design lead, Renee Ferron. With a strategic underpinning to its new brand firmly in place, Trek Global is confidently planning its short- and long-term marketing and sales initiatives as well as preparing its calendar of branded content, including a series of videos featuring Trek Global CEO, Joel Stangeland. According to Trek Global COO, Joel Hoffman, “Getting our brand right has enabled us to properly redefine our business and direction. Donatelli and Associates helped us achieve a smooth transition that will enable us to take advantage of this new opportunity.”
    • D O N AT E L L I + A S S O C I AT E S L L C | I N T E G R AT E D B R A N D C O M M U N I C AT I O N S | P O R T L A N D | O R E G O N | 5 0 3 . 3 1 8 . 7 7 4 8 | D O N AT E L L I A S S O C I AT E S . C O M | 4 Case Study | Trek Global | Brand Alignment and Development About Trek Global Trek Global is based in Vancouver, Washington. In addition to regional offices across the United States, Trek Global maintains offices in Columbia, India and Malaysia. With Trek Cloud ERP—the first transaction-based, fully-inclusive enterprise resource planning solution for mid-market distributors— Trek Global enables companies to achieve operational excellence through unprecedented gains in scalability, affordability and accessibility. Trek Global also offers ERP customization, planning and implementation. About Donatelli+Associates An independent, integrated brand communications consultancy based in Portland, Oregon, Donatelli+Associates, LLC. empowers technology companies to better compete in the marketplace. Donatelli builds and strengthens brand messaging and imagery systems for organizations seeking to advance corporate value and enhance human experience. The consultancy fuses design thinking, market strategy and brand expression to help organizations in times of transition: the formulation of a new brand strategy; a merger or acquisition; the rise of a new CEO; or the introduction, clarification, alignment or refresh of a product or service offering. For more information contact: Steve Donatelli 503.318.7748 steve@donatelliassociates.com © 2014 DONATELLI+ASSOCIATES, LLC. ALL TRADEMARKS ARE PROPERTY OF THEIR RESPECTIVE OWNERS. NO PART OF THIS WORK MAY BE REPRODUCED IN ANY FORM WITHOUT WRITTEN PERMISSION FROM THE COPYRIGHT HOLDER.