Branding Samples
Rebranding Procon GPS
Building and championing a brand is what drives a product into a leadership position. Every brand has the potential to inspire passion. When I started at Spireon in 2011, the company was called Procon GPS. The company was a prodigy of 3 major acquisitions that between the people, technology and customer base put Procon GPS in a hidden driver’s seat. You see, the Procon leadership team strategically operated under the radar as to not draw attention to themselves while they were building their empire.
I was added to the team to help them “come out of the closet” and establish a leadership role in the market. Brand management is one of my primary strengths. Partnering with the CEO and CMO who were both brilliant visionaries, we began our branding endeavor by surveying employees and customers to identify the gaps in perceptions. Below identifies the thought process we went through to develop the Spireon identity:
✓ From our survey, we identified common “themes”. Descriptor from this included: powerful data that helped identify and solve problems, winning, passion, commitment, innovation.✓ Then, we defined the archetypes: a Sage and a Hero
✓ Sage – Our offering was business intelligence
✓ Hero – We deliver actionable insights to help make smarter, faster business decisions making the business decision maker(s) a hero to their organization and gaining a competitive edge (win-win)
✓ From there, we developed names and search trade marks and domains available
✓ After narrowing down to 2 names Alante and Spireon, we survey our employees and customers once again and Spireon won
✓ From here, we developed our Brand Map which defined our Vision, Mission, Core Competencies, The Voice and Brand Promise.
When all is said and done, I have been instrumental in moving the company from a startup phase into a mid-sized organization. Spireon is now known to be the fastest growing fleet brand in the industry and is the by far the largest non-OEM connected car company in the country.
