The Plan
At Geotab, I led the “Signature Account Division Naming and Branding” initiative to redefine our strategic account services model. The goal was to establish a new team identity that emphasized service excellence and risk mitigation for tier “A” accounts without marginalizing channel partners or other client segments. The core challenge was to move beyond the “Strategic Accounts” nomenclature, preventing perceived bias and reflecting our tailored, premium services more accurately.
Note: This project completed as an employee of Geotab, not as KARTE Marketing.
Strategy
To achieve this, we delved into customer segments, shifting from transactions to partnerships. Analyzing traits, expectations, and strategic value, we focused on risk management, growth, and innovation. Workshops and sessions led to new terminologies and brand components, ensuring alignment and resonance with our strategic accounts.
The Project
Services Provided
- Brand Development: Created messaging for “Signature Account Solutions” to align with strategic account expectations and solidify brand positioning.
- Tagline and Slogan Generation: Developed concise taglines and slogans that conveyed the mission and value of “Signature Account Solutions.”
- Visual Identity Design: Based on my established branding direction, Geotab’s internal team executed the logo and visual design work.
Outcome
The launch of “Signature Account Solutions” was well-received, reinforcing our commitment to excellence and customized support. This rebranding facilitated stronger alignment within the business and supported a compelling visual identity developed internally. The project underscores the effectiveness of strategic branding, solidifying Geotab’s position as a provider of premium, tailored services. It exemplifies the strategic thought and creativity I bring to branding challenges, ensuring clear differentiation and alignment with business objectives. (Note: This project was conducted as a Geotab employee, not through KARTE Marketing.)
