We’ve rebranded! Service Excellence Training is officially rebranding to Service Excellence. We are updating our logos, tagline and website as you can see on this webpage. In this blog, I’ll explain why we’ve decided to make this change and why change can be a great thing.
What Was the Problem With the Old Brand?
I designed the old brand with a little help from a graphic designer. The elements were elements that represented my place in life. The lion represented strength, the scroll represented knowledge and the laurels represented success. The colors of green and black were money and profit.
The problem with the old brand was that I had to tell people the meaning. The brand was striking, but it didn’t communicate the real “what” and “who” of our business.
In public surveys, the most common response I got about our brand was
“It looks cool. Do you train lions or animals?”
That response is problematic. It didn’t communicate to our potential clients who we are, or what we can do for them.
Moreover, is wasn’t what I wanted our Loyalists Clients to think when they saw our logo.
So, it became clear that we needed an upgrade in our tagline and visuals.
Who Did We Hire to do the Rebrand?
We actually hired 3 different consultants to do the work.
In the end, we choose the design work of Dan Antonelli and his team at KickCharge.
KickCharge has a great reputation in our industry, and that’s only part of the reason we choose him. The major reason we picked Dan’s design, was because it passed the test!
Why did I pick the Wrench Torch and Flame design?
Before I selected the Torch and Flame design, I worked with 3 different consultants and looked at over 100 designs. I then ran the designs through a private online survey.
The survey presents the most favorable results for the Wrench Torch and Flame design.
+90% of the surveyed described our target audience as “People that work with tools.” “Tradespeople.” “Plumbers or Electricians.” “Home services.”
+90% said that the adjectives that would describe the mark would be “Motivational.” “Olympic winner.” “Training for success.”
I also did a public survey.
I took the mark into parks and other public places, and I asked this one question:
“What does this make you think of?”
The park participants responded with the same answers as those surveyed online. “Training for the trades.” “Motivation and Success Coaching.”
That wasn’t a surprise. What surprised me was the speed of the answer. Most people were able to immediately give a response in a fraction of a second.
EUREKA!! It was clear to me that we had a winner with the Wrench Torch and Flame logo.
The Tagline is New
We also updated our tagline. Our mission has always been to bring “Hope and Power” to the trades for a “Transformational Life.”
Our old tagline just didn’t communicate this purpose. Our new tagline does.
“IGNITE THE POWER WITHIN!”
Let’s Discuss Your Thoughts and Feelings
Change is a strange thing. We don’t like it in the middle of the change, but we can usually reflect on the benefits when it is done.
I want you to feel free to share your feelings and to come to me with your questions.
This change is meant to help us all grow and succeed.
This change is meant to “IGNITE THE POWER WITHIN!”
The Stacked Version of Our Logo:
