3. When we decided to redevelop our brand identity, the
idea was not to change who we are, nor simply to redesign
the website and revamp our materials, but rather to
communicate who we are more clearly than we had
been doing.
Why did we re-brand ourselves?
We are world leaders in our field and have so many strengths.
But despite this it was difficult for anyone to really pinpoint
what the Huthwaite International brand was about.
Somewhere down the line, we’d outgrown our brand.
It had begun to lack clarity for our audiences and the true
character of Huthwaite wasn’t coming across anymore.
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4. UNCOVERING
OUR PERSONALITY
It was important that our new brand was built on the
strengths and values that already exist within our business.
Something solid and real that our people and our clients
recognised and admired.We had conversations, inside
and out. Many things stood out.
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6. We narrowed our strengths down to ten points.We then
divided these into four Pillars and six Values. To have one
without the other would be half a Huthwaite. They work
together. They are what make us whole.
Our Pillars are our
physical differentiators.
They are the reasons why
clients come to us.
Observational Research
We’ve been studying and observing
successful sales behaviour for over
40 years. No one knows more than
us about what makes a successful
sales and negotiation professional.
The resulting verbal behavioural
analyses are the foundations of
our solutions.
1. Excellence
We strive for excellence
in everything we do, as
individuals, as teams, as
a company. No one can
impose standards on us
higher than those we impose
on ourselves. Our quest for
continuous improvement
is relentless.
2. Focused
We are not generalists.We
don’t aspire to be all things to
all people. Sales, negotiation
and communication skill
development is what we do
and we do it to the highest
standards in the world.
3. Customer First
Doing the right thing for
our clients matters deeply.
We listen, we consult, we
respond.We work hard to
be a team they trust, with
whom they feel safe and
enjoy working. The fact that
many of our clients stay with
us for years, if not decades,
is testament to this.
Supporting Behaviour Change
Maximising ROI for our clients
happens when a new skill becomes
a habit and therefore continues to
reap rewards after the learning is
over. This is a process not a single
event.We guide our clients towards
a learning programme that will stick
and pay dividends long into the future.
Our Values are our
personality and the
reasons why clients
stay with us.
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OUR
VALUES
OUR
PILLARS
7. 4. Authenticity
We do what we say, we
deliver what we promise.
We are open and honest in
our dealings with our clients,
our stakeholders and with
each other.We would rather
politely decline business
than promise something we
knew we couldn’t deliver.
5. One Team
We are a multidisciplinary
team of researchers, learning
specialists, project managers,
trainers, instructional designers,
communicators, administrators.
Our skills combine on a daily
basis to make a difference for
our clients.We respect each
other and work as a team.We
place the good of our company
before personal success.
6. Expertise
We value expertise.We
challenge our understanding
continuously. We study
commercial contexts, markets,
trends, new and emerging
thinking in every industry. It is
integral to our ability to help
clients achieve a measurable
difference in performance.
International Flexibility
Sometimes, the more global and
complex a client’s requirement
is, the more their skills provider
will demand a rigid and inflexible
deployment in order to cope. Not
so with us. Complex international
projects are our sweet spot.
Digital Innovation
Our digital capability is continually
evolving. Our focus is to give our
clients tools to enable them to
receive our proven methodologies
but delivered in an agile, efficient
and contemporary way.
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9. The next step was to consider how we tell this story to the
world in a different way. How could we ensure that our
audiences saw and understood the real us and all that we
could do for them? How could we stand out?
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10. OUR BRAND
IDENTITY
We changed our strapline to Out-think, out-perform.
It’s a simple concept. It’s ultimately what we help our clients
to do and ultimately what they want from us above all else.
Our logo was modernised and simplified. The ‘H’ of
Huthwaite, which we’ve affectionately called the ‘Hoosh’,
is an icon that tells the story of our and our clients’ shared
passion for performance improvement and the upward
trajectory of success.
Our colour palette is new too. Red for our passion and
progression and black for our stability and safe pair of
hands. Our clients want both.
Imagery was our next consideration.When the world is your
marketplace, how do you create imagery that is relatable?
One thing we know for sure is that when clients come to
us, they are ready for change. They know there is a better
way, for their business, for their teams, for themselves as
individuals.We tried to capture that aspiration in what we
called our hero shots. Eight images that convey the profile
of different clients around the world all reflecting on the
same shared ambition.
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11. OUR
WEBSITE
We wanted to make sure we offered enough
relevant information without overwhelming
visitors.We reduced the volume of content.We
also wanted it to be an inclusive place.We work
with global brands who strive to be world-class.
They want their providers to be like-minded.
We knew this was a hugely important factor in
deciding whether to get in touch with us.We also
work with smaller companies too.We needed to
accommodate both. Evidencing our effectiveness
with clients of all sizes and sectors helped us do
that. Show not tell.
OUR
VOICE We removed complexity from
our tone of voice.We are an
intellectual business but our
clients still want communication
that is clear and succinct.
We prefer to let our outcomes
convey our effectiveness, not our
turn of phrase.
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