The Cochran Refreshed Brand Program was executed with care, due to the personal connection with the Cochran family name. A refresh, rather than a complete rebrand, reassured leadership, while modernizing the brand and creating a new narrative.
In addition to streamlining the logo and updating palette/fonts/stationary/branded products, the program defines a new way of talking about the firm—connecting who we are with what we do. It is more personal, authentic, and comfortable for field employees unfamiliar with being brand champions.
A client survey demonstrated that clients choose Cochran because they trust our leaders in the field, which the existing brand did not reflect. The marketing team developed a narrative under the umbrella of a mission statement and brochure, and secured a photographer to capture job site activity and personnel. The new brand celebrates field teams and adopts a conversational style, so that employees can more easily become brand ambassadors.
With the help of consultant Lasting Impressions, the internal launch included brand kits for all employees, consisting of items selected for usefulness and durability: lunch tote, thermos, t-shirt, notepad, water bottle, and pen, as well as the Trusted brochure (introducing the new way of talking about the firm). Much like our work for clients, we implemented LEAN methodologies during assembly of the 1,000 kits. Our prefabrication manager helped eliminate waste and improve efficiency, saving 83 labor hours.
The project included:
- Social media campaign
- Trusted brochure and mission/values
- Employee "Brand Kit"
- Vehicle decals
- Building signs
- Business cards/stationery