When Amazon Rubber & Hose Co. first approached us for a re-branding effort, the conversation revolved around specific pieces. They needed a new corporate sales kit. A direct mail campaign. Trade show display material. All the things a company needs to go out to market and tell their story. Here was the problem: they didn’t know what story they were telling. It’s a funny challenge for a ninety-year-old company to be facing. But like many companies we work with, it’s not that they didn’t have a story. It’s just that they’d never bothered to clearly articulate it. So that’s where we decided to start.
Before sitting down to develop a brochure or a sales campaign, we talked to the entire team face-to-face. And through one-on-one interviews with upper management and group workshops with the sales team, we were able to figure out — from the inside out — what this company and its culture is all about.
We boiled it down to the Amazon Promises: five concise statements that explain exactly what the company stands for and what their customers can expect. Simple as they are, these statements became the foundation of a vibrant new brand and all its internal and external communications.
With the Amazon Promises as our cornerstone, we went on to refresh all of our client’s key marketing collateral, including their sales kit, capabilities brochure, product list, trade show displays and website. The Amazon Promises were even printed on employee mouse pads and coffee mugs, an ever-present reminder of their service commitment. We also developed a direct mail campaign to drive new customers to the three locations. But by far, the most important thing we did for this client was help them discover who they really are.