TUNGSTEN

BACKGROUND

Introduce your business and what you do there.

TeamLogicIT is a franchise organization that provides outsourced IT support to small businesses. For the past 15 years, my role was the president of the company. I recently stepped down to take on a smaller role as an executive vice president.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

We needed to find a name for our company. I was hired to formulate and develop a business plan and to build the business. I was in search of an agency that could help me from a branding standpoint.

SOLUTION

What was the scope of their involvement?

This project was unique in that the entire process took place online 15 years ago. That might not seem significant today, but it wasn’t the norm for how marketing agencies and businesses worked together back then. Tungsten Branding simplified the complex task of naming our company. They developed an entire brand strategy around it using an easy, step-by-step process. 

We began the process by filling out an online inquiry form in-depth to provide Tungsten Branding with the basic information about who we were, our target customers, and our overall goals. From a positioning standpoint, they established a sense of how we wanted to be perceived. They had an à la carte menu for trademarking and other legal processes. I selected all the aspects I was interested in acquiring from their services. 

What is the team composition? 

I worked directly with Phil Davis (President, Tungsten Branding). 

How did you come to work with Tungsten Branding?

At the time, I was working with a corporate advertising agency that had no experience with naming or branding a company. They didn’t have the expertise I needed to create an actual brand for our organization. 

I did a basic Google search for vendors online, found many different options, and interviewed several. When I contacted the president of Tungsten Branding, I liked the simplicity of the process he described for how we would work together. 

How much have you invested with them?

We spent several thousand dollars. 

What is the status of this engagement?

We worked together during 2004. Naming our company was a 60-day process or less.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The response to the final product we came up with together has been overwhelmingly positive. It has had a markedly positive impact on my ability to grow our business. Our franchisees have repeatedly commented on how much they like the name and how proud they are to have it. They feel a lot of strength in the name itself. I don't have any measurable statistics, but anecdotally, we've had a very positive reaction from our team members. 

How did Tungsten Branding perform from a project management standpoint?
It was excellent. The key to the entire process is Tungsten Branding's ability to listen carefully to clients and understand their desires. We ended up with a great product and end result within a relatively short period.

Branding exercises take time to succeed. I appreciated how well they took creative criticism and came back with better options. If they were headed in the wrong direction for naming suggestions or ideas, they took my guidance as good news. They even used negative feedback to my benefit to meet my needs and redirect as needed. 

What did you find most impressive about them?

Tungsten Branding's team has great personalities. They all made the naming process a lot of fun to do. Coming up with a company name is important, but not necessarily a fun process. Their entire branding exercise was absolutely enjoyable. 

I have recommended them to numerous other people that needed to name either a company or a product. Tungsten Branding not only excels at their work, but also makes the process a pleasant experience. I find that balance to be a critical characteristic for organizations of their kind. 

Are there any areas they could improve?

No. My dealings with Tungsten Branding were more than 10 years ago, so I don't know whether they follow the exact same process today or not. It worked well then, so I have nothing to suggest they do differently. 

I appreciate that they stayed in touch and followed our company's growth. Tungsten Branding has felt like a strategic partner from the very start. 

BACKGROUND

Introduce your business and what you do there.

I’m the chief marketing officer at OmniSci. We’re a venture-backed big data analytics company that focuses on providing analytics platforms to large businesses and the federal government.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

We needed a company rebrand. Our company outgrew our previous name, and we wanted a name that was more befitting of our new and broader vision.

SOLUTION

What was the scope of their involvement?

My CEO and I had a variety of conversations with Tungsten Branding discussing brand personality, our client base, and goals. We also completed formal briefing forms to give them an understanding of what we wanted in a new name. We then both made sure we were on the same page.

After two weeks, their team came back with 12 primary options with some additional variants. We assessed their pros and cons, availability, and practicality. Tungsten Branding also gave us variations of names and examples of how they would look online. Finally, we got to a name we liked and ended up choosing a slight variation of that.

What is the team composition?

We worked with Phil (President, Tungsten Branding) and Elizabeth (Project Strategist, Tungsten Branding).

How did you come to work with Tungsten Branding?

I found them through reading a blog post that Phil wrote on LinkedIn, and I was interested in how he discussed the difference between renaming a company and their brand position. We chose Tungsten Branding because of their pragmatism.

How much have you invested with them?

We spent around $50,000.

What is the status of this engagement?

We worked together from July to October 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Feedback from our customers, investors, social media comments and employees has been nearly 100 percent positive.

How did Tungsten Branding perform from a project management standpoint?

Tungsten Branding’s project management was outstanding. The whole process was smooth, efficient and quick. Their team was open to talking about issues and concerns we had and provided examples of other companies that had overcome those problems.

We communicated with them through phone calls and e-mail. Their company used specialized website tools to present their branding options to us.

What did you find most impressive about them?

Tungsten Branding was incredibly knowledgeable and pragmatic. Rebranding a company is often an emotional and complex exercise. There’s a whole range of logistics to consider, and they were great at handling that. Their team was fantastic at putting executives at ease in a way that was straightforward, but not bureaucratic. I found them exceptional overall.

Are there any areas they could improve?

No, nothing that I have experienced during this engagement.

BACKGROUND

Introduce your business and what you do there.

I’m the founding partner of a business and technology consulting firm based in Seattle, Washington.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

We were just starting the company, so we needed someone to come in and help us develop our branding strategy.

SOLUTION

What was the scope of their involvement?

They worked with us to develop everything from scratch—we didn’t even have a name when we started. Their team helped us come up with that and establish our domain name, then worked on our logo and other branding materials.

For the initial steps in the process, we filled out a written form with information about ourselves, our business, and what we wanted to accomplish. After they analyzed our responses, they performed interviews with us over the course of several weeks. Once that was done, they came in and presented us with several options each for a name, logo, tear and cut sheets, and so on.

What is the team composition?

We worked directly with their founder.

How did you come to work with Tungsten Branding?

We evaluated a number of options. Based upon their prior experience working with smaller organizations like ours, we felt that Tungsten would be the best fit.

How much have you invested with them?

It probably cost between $5,000–$10,000.

What is the status of this engagement?

We worked with them from August–December 2011.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

People have repeatedly been impressed by the uniqueness of our name and how the name itself tells a story that represents what we do.

How did Tungsten Branding perform from a project management standpoint?

We primarily corresponded via email. They also sent us a clearly-organized timeline that detailed the process. Not only did they stick to their own deadlines, but they also set high expectations for themselves and supported us even when business challenges required speeding up certain portions of the project. They were very accommodating.

What did you find most impressive about them?

It’s been seven years since we worked with them, but we still host our domain under one of their parent accounts and keep in touch. We had a minor issue with the site earlier in 2018 and their owner called and personally walked me through how to resolve it. I love how much personal attention and support they provide, even this long after we parted ways.

Are there any areas they could improve?

Not that I’m aware of.

BACKGROUND

Introduce your business and what you do there.

I'm the CEO of Big Earth Landscape Supply, a landscape supplier serving the West Coast of Florida, with four distribution locations.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

The previous name of our company was very generic; most people had a hard time remembering it. We reached out to Tungsten to help us come up with a new name and brand.

SOLUTION

What was the scope of their involvement?

We discussed our goals and challenges with Tungsten's team, so they could better understand the personality and culture of our company. They provided at least six rounds of naming options, along with a logo design and some branding materials.

What is the team composition?

We worked directly with Phil (Founder and President, Tungsten Branding).

How did you come to work with Tungsten Branding?

Our sod supplier recommended them to us. Since we trusted their word, we didn't consider any other providers, and we were very happy with our choice in the end.

How much have you invested with them?

We spent around $15,000.

What is the status of this engagement?

We worked together in 2008, and the project was completed in about three months.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our sales have grown considerably since rebranding our company with Tungsten. We grow by about 15% each year, and customers are finding our brand much more memorable overall.

How did Tungsten Branding perform from a project management standpoint?

They were excellent–highly responsive by phone and email and proactive throughout the process.

What did you find most impressive about them?

They take the time to thoroughly get to know your business before diving into any branding or naming work.

BACKGROUND

Introduce your business and what you do there.

I am the CEO of a healthcare services company that helps physicians and healthcare organizations with clinical services.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

My company is still relatively new, so I needed help with a variety of branding services and web site development.

SOLUTION

What was the scope of their involvement?

To start, Tungsten provided me with around 15 potential names for the company based off of lengthy questionnaires. After that, they narrowed the suggestions down to two names before researching any trademark conflicts before eventually completing the process of selecting a name with the help of a trademark attorney. From there, they helped me design a logo, taglines, and general branding. They then helped me develop a website and began launching the brand.

What is the team composition?

I worked with two people who really managed the entire process and two graphic designers.

How did you come to work with Tungsten Branding?

I did an online search for branding agencies, specifically looking for one that had done work with several companies already. Tungsten had not only done successful branding for multiple businesses, but I was very impressed with their own company branding, so I decided to hire them.

How much have you invested with them?

The project cost around $20,000–$30,000.

What is the status of this engagement?

This project took place from June 2017–January 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

My team members have responded very positively to the company name and logo that Tungsten created. These are people with years of experience in the healthcare industry, and they constantly ask me how I came up with the name and logo.

How did Tungsten Branding perform from a project management standpoint?

They kept in touch with me consistently through phone and email, and were always available when I needed them.

What did you find most impressive about them?

Tungsten was much better than a previous website development company I worked with. They never complained if I asked them to do something new or outside of the original scope. If that did happen, they were very professional, told me how much the new service would cost, and asked if I wanted to continue. They were always receptive to my feedback, and I got a real sense that they truly wanted what was best for my company.

BACKGROUND

Introduce your business and what you do there.

I’m the chief sales and marketing officer at Harmony Outdoor Brands. We supply turf and related outdoor products including mulch, sod, and soil. We are the exclusive turf supplier to mass merchants including Home Depot, Lowe’s, Walmart, and Amazon.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

We were looking to move beyond a local/regional focus and create a brand that could resonate nationwide. We needed a clear and concise brand strategy that wouldn’t limit us to one or two product offerings.

SOLUTION

What was the scope of their involvement?

The Tungsten Branding team started by working with us collaboratively to define our customer profile and target audience. We had been using several strategies that weren’t conducive to growth, and their team helped us develop a comprehensive roadmap to achieving our long-term goals. Their scope encompassed everything from logo design to messaging strategy. They redesigned our website and all of our marketing materials including signage and informational brochures. In many ways, they brought our brand to life.

What is the team composition?

I primarily worked with Phil (Founder, Tungsten Branding), and we collaborated with the rest of his team regularly throughout the project.

How did you come to work with Tungsten Branding?

We sent out a proposal for the project and they reached out to us. They seemed to understand exactly what we were looking to accomplish early on.

How much have you invested with them?

Over the last 15 years, we’ve invested over $1 million.

What is the status of this engagement?

We started working together in 2002, and they’ve been with us ever since.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our partnership with Tungsten has been instrumental in reaching a national audience. When we originally hired them, we were supplying about 300 retailers, which has since risen to about 4,000. Our sales numbers have increased at least tenfold.

How did Tungsten Branding perform from a project management standpoint?

Their workflow is extremely collaborative, which saves on time and effort. They reliably meet deadlines and work hard to understand your project goals.

What did you find most impressive about them?

They thrive in taking on complicated branding projects, and it never feels like you’re taking them on for one specific project. They take a holistic approach to branding and function as more of a partner than a vendor.

Are there any areas they could improve?

None, we are very happy with the results.

BACKGROUND

Introduce your business and what you do there.

I'm the CEO of a construction company that fabricates and installs pipelines, primarily for the wine industry.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

My company had a very long name, Superior Industrial Piping Inc. It was difficult to spell out the entire name every time I gave someone our email address. Also, there were many other entities that had the word “Superior” in their name. Our accounts were constantly getting mixed up; it was a nightmare.

SOLUTION

What was the scope of their involvement?

We started with a phone conversation. I explained the challenges of the current name, and also explained what our business is about. They asked a lot questions in that initial interview. They wanted to know what we wanted our name to reflect. They came back to us with a list of 8–9 names. Once we selected the final name, GrayArmor, they purchased the domain for the website and email addresses. Additionally, they provided a branding suite (i.e., names and domains) for all the offshoots of the company.

What is the team composition?

We work with the founder of the company as well as their project strategist.

How did you come to work with Tungsten Branding?

I came across them online. I was planning to interview one other firm as well, but I knew Tungsten was the right fit after speaking with them on the phone.

How much have you invested with them?

We’ve spent over $10,000. It was about $6000 for the initial name and domain. I've purchased several of the other domains from them as well, which range from $2000– $4000 each.

What is the status of this engagement?

The project took place from March–May 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

I've gotten only positive feedback. My employees all love the name. No less than five of my big clients have said it’s a cool name and asked how we came up with it. The most positive aspect is that we no longer get confused with any other company. Our email address is much simpler and easier for people to remember. I'm grateful for that every single day. All those previous problems are completely resolved.

How did Tungsten Branding perform from a project management standpoint?

They work very fast, and were usually waiting on us to provide feedback on which name we liked best. They were great about sending emails to follow up with us or see if we had additional questions.

What did you find most impressive about them?

They were very easy to deal with. They really listened to us, and it showed in the list of names they came up with. The names matched the information we provided. The time and effort they put into coming up with the right name for us was really impressive. Even after delivery, I could call them for advice and they were happy to answer some questions.

Are there any areas they could improve?

They're quite expensive, but you definitely get what you pay for.

BACKGROUND

Introduce your business and what you do there.

I work in Investor Relations for Dominion Aesthetic Technologies, a company’s whose mission is to bring the latest technology to aesthetic procedures.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

We developed a new product unlike any other on the market and needed a name and branding guidance.

SOLUTION

What was the scope of their involvement?

Tungsten learned exactly how the products we offer work and what issues they address. We had lengthy conversations and meetings to teach them about our plans and purposes. They used all that information to create our logo, tagline, and brand messaging. They also put together branding guidelines so that every product has the same messaging and is consistent in all forms of communication.

We went through multiple rounds of naming until we found one that stuck. We have a Scientific Advisory Committee made up of world-renowned plastic surgeons and dermatologists that reviewed the names and chose the one they thought best reflected our product.

What is the team composition?

I mainly interacted with Tungsten’s founder and a project strategist. They have a whole team, but it’s organized so that I only have a few points of contact.

How did you come to work with Tungsten Branding?

Our CEO was CEO of another company, and Tungsten did some very successful name and branding work for them. When our CEO started this company, she immediately turned to Tungsten because she knew they were experts and would do a great job.

What is the status of this engagement?

We worked together from September 2017–January 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Every member of our Scientific Advisory Committee loved the work.

How did Tungsten Branding perform from a project management standpoint?

Tungsten performed project management well. They’re systematic and have internal methodologies to get things done in a timely manner. They were transparent and provided any documents when we requested them. The team worked well together and met all our deadlines.

What did you find most impressive about them?

Their team is creative and has a great personality. They have an innate ability to come up with great branding components that match what you’d get at a large corporate agency. Tungsten is an expert in branding—we wouldn’t use anyone else. They’re easy to work with, down to earth, and the number four branding company in the world.

Are there any areas they could improve?

There’s nothing I can think of. They’re incredibly professional and organized; we love everything they create.

BACKGROUND

Introduce your business and what you do there.

I'm the president of Buy Sod. We are a sod company that distributes in over five states in the southeast, with 75 tractor-trailer units. We harvest the product, get it shipped, and email the customers to let them know what time we’re going to be there.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

We were starting a for-hire, trucking entity to haul sod and other pallet-sized materials, so we needed brand development help.

RESULTS & FEEDBACK

What was the scope of their involvement?

We were at the point of just calling it Buy Sod Transport when they stepped in. They came to one of our corporate meetings and just listened, trying to understand exactly what kind of company we were. Then we went on a retreat to do some strategic planning. Tungsten really helped us shape the name, our mission statement, and our purpose statement. They also helped us develop a logo for the company.

What is the team composition?

We worked with their founder and a project strategist.

How did you come to work with Tungsten Branding?

They did some work for another company we worked with so we were exposed to them and their process.

How much have you invested with them?

We spent $40,000.

What is the status of this engagement?

We worked together from August 2016 until February 2017.

BACKGROUND

Introduce your business and what you do there.

I'm the president of an energy efficient lighting company. I started the company 25 years ago with another gentleman.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

The company was acquired by a private equity firm and we’re being merged with our largest competitor. They have three different companies underneath them and we have three different companies underneath us, each with great reputations and deep industry knowledge. So the challenge is how do we merge and rebrand six different brands, six different company names, and six different logos.

SOLUTION

What was the scope of their involvement?

We started with an initial conversation to explain the complicated situation and unique challenges. Tungsten took us through an initial questionnaire process and then came back to us with around eight ideas. We had several discussions about their ideas and thought about which pieces we wanted to combine or discard. Once we made our final decision, they delivered a new company name, logo, and tagline.

What is the team composition?

I worked mostly with Phil (founder, Tungsten Branding) and Liz (project strategist, Tungsten Branding). We also worked with a graphic designer.

How did you come to work with Tungsten Branding?

They did a rebranding project for a friend of mine and I was really impressed with their work. We also looked at a marketing company but it turns out they subcontract the rebranding work out to another company. Tungsten explained their process to our leadership group and we picked them to do the rebranding.

How much have you invested with them?

It was around $20,000.

What is the status of this engagement?

We worked with them from November 2017–February 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Everybody that's been part of the project is super excited and impressed by their work. Everyone's had a lot of good things to say about the new logo in particular.

How did Tungsten Branding perform from a project management standpoint?

They were really on top of things. I give kudos to Liz because she kept the whole group running smoothly. They were top notch.

What did you find most impressive about them?

They have a great marketing and creative side, but it’s their engineering and project management approach that get things done. They’re unique because their process and execution are equal to their creativity. Sometimes creative processes can get out of hand. Tungsten kept the whole herd moving forward in the direction that we wanted to go. Also, their questionnaire process was unique and quite insightful for everyone.