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Grid modernization and digitization are driving utilities to move beyond legacy narrowband communications to advanced private broadband solutions. The Utility Broadband Alliance (UBBA) aims to assist its members in planning, designing and deploying secure, reliable and resilient private broadband networks to support America’s transforming critical infrastructure.
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A BIG Vision Needs a BIG Brand.
Whole Brain was engaged to create a new brand family to unify their many businesses, help them stand out from their competition and position them as a beloved local brand. After taking the Big team through our strategic process, interviewing the team, and getting clear on the big picture and goals - we began to create a brand family, individual brand identities for each offer, high-level messaging and all the platforms needed to introduce the BIG brand. |
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Creating the Brand.
First, we created the Big Identity. Then we extended the new parent brand identity into new brand identities for their separate offers and created a brand architecture to bring it all together for a client on a fast growth trajectory. This new brand launch would need to be able to grow with new companies being acquired, new services being offered, resonate with their long-term loyal customers, and bring a fresh new look. Next, we created not only a tagline, but also a motto that expressed their vision, mission and words to live by. Think Big. Expect Better. |
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Strategy Executed. While creating the new website messaging, content & look/feel, we simultaneously expanded the identity across a number of brand communication platforms. A custom power point with strategic messaging was created to help the sales and marketing team introduce the new Big name, identity and family. To also empower the sales team with the new brand launch, a company folder with sales sheets on each Big offer was created. |
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Connecting to their Community. Our goal for BIG was to help strengthen great fans and customer evangelists of the brand with every touch point. From website to brand communications and even the BIG trucks, we wanted every touch point to make a connection with the BIG customers, family and team. |
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