Brand: A Growth Strategy - Rebuilding and relaunching a $2B Brand
In 2012 staffing industry leader TrueBlue, Inc. had a problem: it had been growing steadily organically and through acquisition, but needed to rethink its growth strategy and clarify and consolidate its brand position. Partnering with New York-based Vivaldi Partners Group, TrueBlue aimed to identify growth opportunities, build the growth strategy and mobilize the organization. This project was driven by the Marketing Department, with involvement from the executive, sales, operations, business intelligence, and others from across the organization. With a focus on shifting to customer-driven “outside-in” thinking, the outcome would be a differentiated position and go-to-market strategy to achieve revenue and profit growth.
What Dotti Did
Dotti played a key role on the Marketing team over the course of the engagement with Vivaldi. She led the marketing research activities with customers, workers and staff members to understand each group’s workflow, activities and motivations. She played a key role in developing the TrueBlue brand architecture and marketing approach to ensure alignment with the strategy and to drive the desired experience with the brand. Dotti’s work included identification of brand touchpoints, creation of TrueBlue brand attributes, key messaging, and processes for the company’s cultural transition. Creative services were also a part of the project, including a new logo and visual expression of the brand.
The new TrueBlue brand was introduced with a “big bang” at the company’s annual kickoff meeting and followed closely by a new website and collateral materials.
It’s a rare privilege to be part of a team that rebuilds and launches a new strategy and brand for a multi-billion-dollar corporation. The project was completed on plan, with the following results tied directly to Dotti’s efforts: end-to-end logo release across all touchpoints, from lobby signage to business cards and login screens; a new suite of collateral materials; updated website; creation of the TrueBlue brand frame, brand story, brand positioning, photo and visual standards; and on-brand training sessions for TrueBlue staff members.