{"id":5514,"date":"2020-09-02T13:58:21","date_gmt":"2020-09-02T17:58:21","guid":{"rendered":"https:\/\/responseblog.wpengine.com\/?p=5514"},"modified":"2020-09-08T09:25:02","modified_gmt":"2020-09-08T13:25:02","slug":"creating-and-building-a-global-service-brand","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2020\/09\/creating-and-building-a-global-service-brand\/","title":{"rendered":"Creating and Building a Global Service Brand"},"content":{"rendered":"

We\u2019ve been working with the Carrier team on strategic branding and digital marketing consulting assignments for over 5 years.\u00a0 Earlier this year, they spun off of United Technologies, becoming their own stand alone, publicly traded company.\u00a0 One of their growth pillars as the \u201cNew Carrier\u201d is service.\u00a0 Coming from a company that is steeped in product development, innovation and execution, building up the service side of their business required more than a little attention– they needed a full on commitment starting with creating a brand.\u00a0<\/span><\/p>\n

For our part, we guided the Carrier team through our brand strategy frameworks, starting with a discovery process where we studied the competitive landscape, dove into understanding the customer and their motivations, and had dozens of calls with teammates across the globe to understand the internal perspective. We then worked through a brand model and positioning that clearly defined the purpose of the brand and what makes this new Carrier service unique and highly valuable to the intended audience.\u00a0<\/span><\/p>\n

Our brand model includes brand belief, vision, mission, values, audience, problem, promise, and tone.\u00a0 A subset of the model becomes the brand positioning.\u00a0 These pieces are critical to building a strong brand.\u00a0 Without them, the brand lacks a foundation to stand up on.<\/span><\/p>\n

Armed with solid brand strategy, we went to work on making the brand come to life with a name, then a logo.\u00a0 We brainstormed over 150 names in 5 different categories, then worked with the Carrier team to narrow the list to 3 choices.\u00a0 The final name for the new service brand, based on how well it fit the criteria (e.g. short, modern, easy to say, easy to understand, works globally, fits with Carrier, etc.) and the test results is BluEdge.\u00a0 The word \u201cBlu\u201d and\u00a0 the color blue creates a tie to Carrier.\u00a0 \u201cEdge\u201d is a word that creates a link to the service offering\u2019s digital side, at the forefront of service technology, like remote monitoring, as well as being on the front edge with customers.\u00a0\u00a0<\/span><\/p>\n

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Creating a logo for BluEdge required a rapid exploration of design directions to meet the deadline of the external announcement.\u00a0 Considerations going into the work included:<\/span><\/p>\n