Engineering Inc - July/August 2017 - 22
Fifteen years can mean a lot of
changes for an engineering firm.
For Omaha, Nebraska-based HDR,
Inc., it meant growing from 6,236 employees in 145 offices a decade ago to 10,000
employees in more than 225 global locations today. It also meant making strategic
decisions to drive that growth including
repurchasing all company stock to become
employee owned, expanding into new
services, reorganizing engineering and
architecture into regional formats, acquiring five companies, opening a Shanghai,
China, office and transitioning to new
leadership.
And three years ago, it meant reassessing the firm's brand by asking one simple
question: Does our brand match who we
are after all these changes?
"Things change a lot in our industry,
and we've always been able to adapt by
moving to where that change occurs," says
Rex Fisher, senior vice president corporate relations for HDR. As the company
reaches its 100th anniversary in 2017, the
firm began a one-year journey to refresh
its brand, starting with a logo update
and eventually moving to more complex
tasks-client interviews, employee focus
groups, new messaging and storytelling
ads. Most important, HDR has instituted an ongoing training program with
employees to make sure every employee
understands and consistently delivers the
company's new messaging.
"It doesn't happen overnight," Fisher
says. "You have to spend a lot of time driving it deep into your organization at all
levels."
Some of the common reasons for
rebranding include a change of leadership, a merger or acquisition or when
firms want to reposition themselves in the
marketplace, according to Karl Feldman,
account director at Hinge Branding and
Marketing for Professional Services.
Even small brand changes can accumulate and ultimately affect your audience
over time. Regardless of the size and scope
of your firm, it's critical that you're conscious of your brand, the message it's relaying and its impact on the marketplace.
MORE THAN A LOGO
"Your brand is not your logo or your
colors," says Jen Newman, CEO of Ignite
Coaching & Consulting, LLC. "Your
brand is the feeling that people have when
they hear your name. It's what people say
about you when you're not in the room,
and it's not determined by you."
The first step in learning what others
think about your firm is to ask them.
Waltham, Massachusetts-based Simpson
Gumpertz & Heger, Inc. (SGH) has gone
through two big brand efforts. The first in
2007 was a corporate rebranding program
while the second involved a new online
brand strategy in 2015.
In 2007, SGH enlisted a brand consultant who led the company through the
internal process of asking principals and
IIBO
BO
BO
OO
O
BRAND
Whether
keeping pace with
company growth
or anticipating a
resurging market,
don't overlook
the importance of
your company's
brand
22
ENGINEERING INC.
JULY / AUGUST 2017
Table of Contents for the Digital Edition of Engineering Inc - July/August 2017
Engineering Inc - July/august 2017
Contents
From Acec to You
Market Watch
Legislative Action
Working on a Cure
Year of Engagement
Employment Recovery
Brand Perception
Digital Documentation
Pli Market Remains Strong
Standing Tall
Mcmahon Power
Guest Column
Mergers and Acquisitions
Members in the News
Business Insights
Engineering Inc - July/August 2017 - Intro
Engineering Inc - July/August 2017 - Engineering Inc - July/august 2017
Engineering Inc - July/August 2017 - Cover2
Engineering Inc - July/August 2017 - T1
Engineering Inc - July/August 2017 - T2
Engineering Inc - July/August 2017 - T3
Engineering Inc - July/August 2017 - T4
Engineering Inc - July/August 2017 - T5
Engineering Inc - July/August 2017 - T6
Engineering Inc - July/August 2017 - T7
Engineering Inc - July/August 2017 - T8
Engineering Inc - July/August 2017 - Contents
Engineering Inc - July/August 2017 - 2
Engineering Inc - July/August 2017 - 3
Engineering Inc - July/August 2017 - From Acec to You
Engineering Inc - July/August 2017 - 5
Engineering Inc - July/August 2017 - Market Watch
Engineering Inc - July/August 2017 - 7
Engineering Inc - July/August 2017 - Legislative Action
Engineering Inc - July/August 2017 - 9
Engineering Inc - July/August 2017 - Working on a Cure
Engineering Inc - July/August 2017 - 11
Engineering Inc - July/August 2017 - 12
Engineering Inc - July/August 2017 - 13
Engineering Inc - July/August 2017 - Year of Engagement
Engineering Inc - July/August 2017 - 15
Engineering Inc - July/August 2017 - 16
Engineering Inc - July/August 2017 - 17
Engineering Inc - July/August 2017 - Employment Recovery
Engineering Inc - July/August 2017 - 19
Engineering Inc - July/August 2017 - 20
Engineering Inc - July/August 2017 - 21
Engineering Inc - July/August 2017 - Brand Perception
Engineering Inc - July/August 2017 - 23
Engineering Inc - July/August 2017 - 24
Engineering Inc - July/August 2017 - 25
Engineering Inc - July/August 2017 - Digital Documentation
Engineering Inc - July/August 2017 - 27
Engineering Inc - July/August 2017 - 28
Engineering Inc - July/August 2017 - 29
Engineering Inc - July/August 2017 - 30
Engineering Inc - July/August 2017 - Pli Market Remains Strong
Engineering Inc - July/August 2017 - 32
Engineering Inc - July/August 2017 - 33
Engineering Inc - July/August 2017 - 34
Engineering Inc - July/August 2017 - Standing Tall
Engineering Inc - July/August 2017 - 36
Engineering Inc - July/August 2017 - 37
Engineering Inc - July/August 2017 - 38
Engineering Inc - July/August 2017 - 39
Engineering Inc - July/August 2017 - Mcmahon Power
Engineering Inc - July/August 2017 - 41
Engineering Inc - July/August 2017 - 42
Engineering Inc - July/August 2017 - 43
Engineering Inc - July/August 2017 - Guest Column
Engineering Inc - July/August 2017 - 45
Engineering Inc - July/August 2017 - Mergers and Acquisitions
Engineering Inc - July/August 2017 - 47
Engineering Inc - July/August 2017 - 48
Engineering Inc - July/August 2017 - Members in the News
Engineering Inc - July/August 2017 - 50
Engineering Inc - July/August 2017 - 51
Engineering Inc - July/August 2017 - Business Insights
Engineering Inc - July/August 2017 - Cover3
Engineering Inc - July/August 2017 - Cover4
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