Our approach
Generally, the path through identity design follows a predictable sequence, and this is the path that we followed with RFM. Identity design leads to a full clarification of the companies reason for being, and that makes everything easier: hiring, planning, decision-making, development, firing, and more. The following items are required:
- Positioning Statement: Develop a compelling statement of business direction, marketing message, and overall identity.
- Value Proposition: Identify a simple and strong point of difference to distinguish your company from the competition.
- Ideal Customer: Describe attributes of your ideal customer.
- Competitor Profiles: Research and profile a few competitors.
- Brand Philosophy: Write the philosophy of the business, especially with regard to “how” and “why” you do business.
- Brand Personality: Identify personality traits (fun or focused, professional or friendly) of the brand and how they get expressed.
- Mission Statement: Craft a simple and powerful statement to guide both executive and employee-level decision making.
- Core Values: Developing a set of 5-10 core values will help you hire employees, fire when needed, and sell yourself to new clients.
- Visual Language: Logo, motto, byline and secondary logos
Whenever possible, we used input from current employees and other business community members (vendors, investors, etc.) for input into key pieces of RFM’s identity. We used a combination of surveys, one-on-one conversations, and group brainstorming to generate the main ideas, and a specially-selected group of stakeholders to refine them.
Identity design is always a matter of bridging the organization's past and the future. To kick this project off, we asked questions like:
- Who was RFM?
- Who is RFM now?
- Who does RFM want to become?
It is a creative process, and also highly strategic. These insights form the core of the business strategy going forward. And there is a good chance that an old strategy may fall away as the process develops.
Brand design (ie, logos, symbols, brand voice, colors, regalia, uniforms, etc.) becomes a relatively simple process once the above has been done. The RFM logo was unique because we sourced some ideas from their team. Specifically, the "R" in the logo features a cut-out pattern that is similar to the shape of one of their cutting tools.
Of course, the RFM website also showcases their new branding and identity. Our main goal was to catch and hold the attention of prospective clients and employees. Viewers are given enough information to pique their interest, and encouraged to follow up for more. The writing and design work hand-in-hand to drive action.
Throughout the site, we prompt visitors to take a simple action: sign up for RFM's newsletter. To make it easy for RFM staff to manage their leads, the contact form is funneled to three different mailing lists: one for customer leads, one for potential new employees, and one for general business opportunities (investors, vendors, etc.).
