How to Rebrand a Company as the Most Secure in their Industry Despite a Recent Bankruptcy

LASON Incorporated was at a crossroads. A document management company that had existed since the mid 80s, LASON had recently emerged from chapter 11 bankruptcy protection. They hired us to revive their brand.

After analyzing a brand perception report conducted by a separate consulting firm, we made a determination that – due to the sensitive nature of the information that LASON handles for their clients on a daily basis – they should “own” the brand attributes of security and accuracy.

Most every competitor LASON had at the time was touting their efficiency as a “business process outsourcer”. LASON was in a unique position to be known as the outsourcing partner of choice because of their “unparalleled focus on security and accuracy.” While competitors were beating each other up on price in a commoditized market, LASON was able to capture more healthcare and financial clients because of their security and accuracy procedures and protections.

This new market position (along with their new tagline, “Outsource to the Secure Source”) fit quite nicely with the company’s existing operations. A pioneer in global outsourcing, LASON was also a leader in information security.

To really cement the notion of security, we helped LASON construct a global initiative called the “Global Security Force.” Complete with a mascot, worksite posters and a trackable online training program, LASON was able to gain participation in the Global Security Force from all 4000 employees worldwide.

Soon after the rebrand, LASON had their most profitable month in its history. The new market position also has enabled them to secure some of the biggest names in business as clients.

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How to Redefine a Company and an Industry at the Same Time

Selective HR Solutions approached us because they did not like the way their industry had been defined. They were considered a “PEO” (Professional Outsourcing Organization) and hated the term – for good reason. Unless you were intimate with the industry, PEO was difficult to understand. Essentially, Selective HR provided human resource support and management for small businesses. They wished to redefine their business – and in turn – redefine their industry.

After exploring the needs and wants of their customers and prospects as well as the concerns of employees and independent insurance agents (essentially Selective HR’s outside sales force), everything pointed to one direction. Small business owners did enjoy the services that a PEO would supply them (outsourced payroll, HR support, health and 401k benefits), but the real reason they would hire someone like Selective HR was the protection they would get from employment related liability.

Small business owners are more and more at risk of being sued by an employee or receiving a hefty fine for not complying with ever-increasing government HR regulation. Together, we made the decision to drop the term PEO from the vocabulary and create a new category of insurance called an Employer Protection Policy. Bundled with the services that Selective HR was already providing, the Employer Protection Policy was the first of its kind and revolves around the new market position of protecting America’s small business owners.

This new market position and packaging of services was also a perfect fit for Selective HR’s sales force – independent insurance agents. They could much better understand (and sell) an insurance-based product, vs. the abstract concept of a PEO. Selective HR will roll out its new market position in the winter of 2006.

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How To Reposition One Of Society's “Shadiest” Industries Into a Trusted Source In A Metro Area

Builder’s Exterior Design Inc. approached us with a challenge. They were a siding and exterior renovations company that had little brand recognition and increasing competition after 6 years in business.

After analyzing their service model and discovering their true desire to help and educate consumers through the daunting task of renovating their home, we recommended that they rename their company and reposition their business in the market.

Exovations Inc. and the new tagline, “We’re Changing Home Exteriors” were born. In a market filled with fly-by-night renovations companies and a “one-size-fits-all” used-car-salesman mentality, we helped position Exovations as the premier exterior renovations company in the area. Complete with a complimentary 12-point home inspection, a variety of products for different needs and a non high-pressure sales staff, Exovations lives up to its billing day in and day out.

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