What was the scope of their involvement?
BrandExtract started by interviewing our staff to get a feel for our company and culture, then they spoke with existing customers, our competitors’ customers, and industry experts. They analyzed that data and formulated a description of our company and our product from the perspectives of our internal team, our customers, and the industry as a whole. Their report highlighted any noticeable gaps in our market awareness.
Then, we started the planning phase. We came up with strategies to close the obvious gaps in our branding strategies by driving awareness through customer engagement. BrandExtract’s second main deliverable was a marketing campaign plan, complete with a new logo and tagline. They did a total rebrand based on their findings from the first phase of the project.
Over a two-year period, we executed the plan. Since then, we’ve been tweaking and improving the strategy while working on a number of other projects. BrandExtract rebuilt our website during the execution process, and they’ve recently completed another update as well. On both occasions, the team reworked the site from the ground up implementing fresh design elements. Now, they’re hosting our website and providing assistance as necessary.
What is the team composition?
Our main point of contact is our project manager, Elizabeth (Brand Strategist, BrandExtract), but we still interact with multiple team members. They provide a web expert who assists with the occasional technical issue. Additionally, I have direct access to senior staff, including Bo (President and CEO, BrandExtract) who handles high-level issues.
Generally, I reach out to Elizabeth regarding any problems or questions, but I’ll email multiple team members in the case of an emergency. They have a reliable ticketing system for support, so my concerns are always answered and addressed.
How did you come to work with BrandExtract?
I reached out to my professional network with a note describing our issue and the kind of service we were looking for. I received recommendations for about five different vendors. A family friend recommended BrandExtract after having attended an executive program at Rice University with Bo.
After several phone calls, I immediately narrowed my shortlist down to two potential candidates who seemed the most capable. I asked each vendor for references and spoke with their past clients. Ultimately, they both showed a lot of potential and offered a good price, but I felt a stronger connection with BrandExtract.
How much have you invested with them?
I estimate that we’ve spent an average of $35,000 a year for the past ten years, which totals to about $350,000. Our last major project with them cost between $60,000–$65,000. As a medium-sized business, our partnership with BrandExtract represents a pretty big investment.
What is the status of this engagement?
We started working with their team in May 2008, and we still have them on retainer.