What's in a Brand? Culture

Look around you. Not a day goes by that I don’t see a PlattFormer wearing a new brand TT shirt. It’s not a fashion statement-- just a grey t-shirt with our new logo on the front and tagline (“step up”) on the back. But here’s what it really is—a culture statement.

It says you’re part of something bigger than your job. We’re all on a mission to change people’s lives. What I’ve realized recently around here is how proud our employees are of our brand. It’s been an evolutionary process – much like any other aspect of life, always changing and (hopefully) growing.

Everyone loves the new logo. I love our new look. However, I don’t think that’s the only reason people are so proud to wear the shirts. The feelings run deeper.

Let me explain. Our focus when we developed and rolled out the new brand was to take an inside out approach. What was lacking in our current brand was the culture and passion felt when someone was literally inside the building. There was a disconnect between perception and reality. So our goal was to make the outside appearance of our brand elicit the same feelings about us as when people get the first-hand version.

When we unveiled the new brand, we made sure that people felt like they were a part of it and it was all about them: they inspired it and they contribute to it every day. In a way, it was a tribute. Let’s let people see what you’re (we’re) really about. What better way to let people feel like they’re a part of it than to let them wear it, loud and proud.

It was true on agency meeting day when the new brand video was shown and everyone stood and cheered. It was true last week when Kansas City Business magazine gave us the Employee Empowerment Award. It’s true everyday someone wears their TT brand t-shirt.

It’s a valuable branding lesson for me as a marketer:  A brand means nothing unless the people that are a part of it get it and buy into it. And in this case, inspire it.