Vigor

BACKGROUND

Introduce your business and what you do there.

We're a 25-year-old franchise food brand.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Vigor Branding?

We found that our brand no longer matched current trends. We needed outside help to modernize our company so we can compete in today’s environment.

SOLUTION

What was the scope of their involvement?

We needed a total assessment of not only our own brand, but also the current market trends. We wanted to know what customers wanted from us and how we could fulfill that demand. As a young company, Vigor understood what millennial buyers are interested in. To attract other demographics, they went into the field to conduct research, speaking to our customers and operators.

Having conducted those assessments, we're currently in the middle of a massive rebranding effort. We’re considering implementing a new look, redesigning logos, revising our menus, and we may even change our company name.

What is the team composition?

Vigor’s main principal, Joe Szala, was very involved. We also work with their branding specialist and their graphic design specialist. They collaborate internally, but also work alongside our in-house designers.

How did you come to work with Vigor Branding?

We’ve worked with several consultants in the past, but never with any success. Vigor’s principal had written an article in an industry trade magazine. I was impressed by his thoughts, so I reached out to him and set up an interview.

How much have you invested with them?

We’ve spent around $50,000 for the entire rebranding process.

What is the status of this engagement?

We started working together in June 2017 and our relationship is ongoing.

RESULTS & FEEDBACK

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

While the new brand hasn’t launched yet, it has already made a positive impact on company morale. It’s frustrating when you feel that your brand is out of sync, but Vigor’s efforts have sharpened our focus, renewed our confidence, and increased our passion. By realigning us with current trends, they’ve had an immeasurable effect on internal job satisfaction.

How did Vigor Branding perform from a project management standpoint?

Vigor is unique in that they not only have branding expertise, but they also have graphics capabilities in-house. They’re able to turn around graphic recommendations within 24 hours, streamlining the entire process. Joe specializes in both graphic design and branding, and having branding experience myself, I can speak to his ability.

They’re also flexible, able to take lead on a given task or work collaboratively with our own designers to provide the best solution. They offer practical ideas based on our needs and the needs of our customers instead of wasting time with abstract, theoretical solutions.

Communication has been incredible and they’re very responsive. I can reach Joe at any time of day.

What did you find most impressive about them?

The greatest thing about Vigor is their passion for what they believe in. We completely rejected their first recommendations, but they kept at it, creating mockups for every aspect of the rebrand. They presented these designs to us, and we ultimately decided they had been right all along.

They've also connected us with quite a few outside Internet suppliers, loyalty providers, and point of sale providers.

I've dealt with a lot of branding agencies and these guys are the real deal.

Are there any areas they could improve?

I’m sure there must be something, but I can’t think of anything since we’ve worked so well together.

Do you have any advice for potential customers?

You must talk to a number of different branding agencies to make sure you work well together. Having worked with several in the past, I can say that they all have different approaches. Even if an agency is qualified, it may not be the best fit for your specific project.