Refreshing Our Brand: The Service Express Way

Guest Blog Post: Josh Leatherman- CMO

This week Service Express launched its brand refresh, complete with a new logo, tagline, Core Value and Purpose. As a company, we have always been focused on our people, so this was an in-house project from start to finish. Keeping it in-house was beneficial for us in two ways:

  1. We were able to give a select group of marketers, internally dubbed “The Brand Team”, the opportunity to develop and refine their skills. That is what we do at Service Express—provide our people with opportunities to grow and refine in their roles, even if it means stretching them.
  2. This group IS Service Express. They know the ins and outs of who we are as a company because they live it, so who better to deliver the best final product? This team understands our people, our customers and our market better than any outside agency.

The Brand Team worked with a third-party consulting firm to conduct interviews with customers, employees, and others in our market to gather insight on how our brand is perceived.  We wanted to fully understand who Service Express is characteristically. From there, the team worked on codifying our new brand and messaging in a clear and consistent way, tailoring all brand messaging according to what we heard in the research.

One of the first things the teamdeveloped was our tagline:People-Powered Data Center Solutions. It combines our focus on people and our data center expertise. With Service Express, people can always depend on best service experienceand better results because we prioritize human connection in a world of automation. Our people are our competitive advantage and our differentiator.

Next, the team went to work on what was previously our company Vision: to work with our employees to help them achieve their personal, professional and financial goals. This Vision statement is without questionwhat makes Service Express the company we are today, but it no longer fit the term “Vision” so clearly anymore because it is what we do day in and day out, not just what we strive for. For those reasons, the statement was refined and redefined as our Core Value. By changing the name to Core Value, we tap into the substance of the statement more accurately—your value is who you are and what you stand for, no matter what. Our new Core Value has become: to help our people achieve their personal, professional and financial goals.

The Brand Team partnered this internally focused statement with an external-facing statement that speaks to what we do. This has become our Purpose: to provide the best experience possible for our customers, partners and employees.This statement intentionally expands the scope of our goal beyond just the data center. We’ve set the bar high, but we have demonstrated that we are up to the challenge.

Finally (for the purposes of this post, at least), the team redesigned the logo to better reflect Service Express. It is an evolution of sorts, with “Service” now becoming the focus and the links that surround it representing our people and our processes, which—when combined—is how we are able to provide the best experience possible.

This brand refresh has been a great opportunity to empower our employees and to develop and refine messaging that reflects what makes Service Express different and better. It’s been a long road, but the team has met every challenge and set the bar high for quality, which is what Service Express is all about.

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