The extensive market research conducted among internal and external audiences helped provide critical insight to help drive both brand architecture and brand positioning recommendations.
Addison Whitney worked closely with various business units to understand the existing brands, their key challenges, and how each could support the Administaff corporate brand. Like many B2B companies, a mostly master branded strategy was ideal due to the efficiency and ease of managing one main brand versus many standalone brands.
Once the organization of the corporate brand was clearly outlined, Addison Whitney began developing the Administaff brand positioning. It’s important that a brand positioning be believable and compelling. Looking back at the research, Addison Whitney correlated compelling to attribute importance ratings and believable to attribute performance ratings. The recommended positioning strategy defined Administaff as the trusted advisor who provides business performance solutions to guide clients toward success.
To help the Administaff team communicate the brand positioning to target audience groups, Addison Whitney developed targeted messaging for both clients and prospects. These messaging guidelines will ensure consistency in communication – one of the most critical parts of brand management.
In addition to driving the brand architecture and brand positioning, one more finding came from the market research. With minimal brand awareness among prospects and incorrect brand associations, it became clear that a corporate identity change would set Administaff up for future success. This decision was not taken lightly by the Administaff team. Nearly 25 years of hard work had built the Administaff brand, and it was time to set a new, strong foundation for the next 25 years of success.
Next step…corporate name and tagline.
(Please note: Administaff is now Insperity. You can find them on the web at insperity.com)
