Creative Counsel   Branding • Content Creation • Digital Marketing   Matter More™

One of our favorite and ongoing stories to share is Summit. Originally, a small environmental drilling company, Summit has integrated 2 additional services platforms with significant geographic reach making them a full-service contractor to environmental consultants, engineering firms and landowners from New England to Georgia. From a marketing lens, a unique quality of the Summit story is our early success in fully developing and integrating their brand. This served as the foundation and fusing of their marketing communications and operational behaviors.

What is a fully integrated brand?
The better agencies understand the processes of brand creation. If they’re good and have the creative talent to establish strategic parameters and execute effective design, you’re off to a great start. If they practice integrated marketing, your new brand will be leveraged and uniquely applied across your marketing content and eventually demand generation. This so far, represents external advocacy only and creates an expectation from the audience, customers, and prospects, who engage with it. It’s a promise you extend into your markets that you now must keep. That’s where brand integration comes in. How do we ensure that our operational team members understand the new promise and what behaviors are expected as a result? This requires additional creative problem solving.

Summit is an excellent example of these requirements applied.

Market Promise – Company Name and Tagline: Summit, An Exceptional Experience.

This brand solution first promotes a clear and concise message. Our customer research indicated that a “good day in the field” was a flip of the coin. So, anyone promising an exceptional experience that delivered consistently, would be highly valued.

Internal Brand Integration – Pictured on the website home page within an image carousel in the banner: I’m Ryan Lacamera, Driller Assistant. I’m responsible for your experience.

Through this extension of the brand promise, every visitor to Summit’s site will have this position reinforced by each employee actively promising to take responsibility for the customer’s experience.

This level of brand integration is often overlooked. Make sure your promise to customers is also a commitment by your people. Learn how, call Creative Counsel at 609-575-1415.