Fast 5: Learn All About Our New Brand
As you may have noticed, we’ve been slowly changing our branding. Our updated look includes a new logo, brighter colors and modern, unique graphic elements. This month, we sat down with Kristen Weeks, our Director of Brand Strategy and Public Relations to talk about how we got here and what you can expect.
Q. What prompted this change to Purchasing Power’s branding?
A. In 2013, Purchasing Power announced our new purpose statement to our company: Powering people to a better life. With the new purpose and our refreshed value statements, we wanted to update the look and feel of our brand assets to better reflect the energetic, fun-loving, caring and passionate culture we have at Purchasing Power.
Q. What does the new branding say about who we are?
A. The new branding is a reflection of our people. Our people are the building blocks of our company and the face of Purchasing Power. Together we strive to be a good company to work for and do business with and we give back to our community. The brighter colors and the pathway graphic device simply reflect the passion and energy of our employees.
Q. What was the process like? How did you decide which colors and brand elements to use?
A. We actually started this process a couple of years ago with the definition of our purpose statement. We got input from our leadership team and employees. Our partner agency developed creative concepts that better reflected our culture and brand personality then we put those concepts in front of clients and customers for feedback.
Q. With all these changes, will customers be able to recognize Purchasing Power communications?
A. Of course! We have been slowly introducing the colors since the launch of our new e-commerce platform in March. We also started to introduce the creative over the summer. Instead of a drastic change to a completely new brand, this is more of an organic evolution and introduction to our customers.
Q. When will we start seeing changes on the website?
A. Hopefully, you are noticing changes already! We started evolving the theme of our website to the new brand in March with the introduction of our new e-commerce platform. In August, we switched to the new logo. We hope to roll out a new website theme and content in the coming months. We will keep you updated. Stay tuned!
A new “coat of paint” isn’t what make Purchasing Power the unique company that it is. We serve a special group of customers. People who find themselves, at times, looking for a place to turn to, someone who can help, an open door as opposed to the many that have slammed in their faces. We want to be a friendly, caring face they can turn to. When they come to Purchasing Power, they feel trustworthy again, empowered and in control. And when we serve our clients, they find us professional and responsive. Those are things that make us the leader in our space and we simply want our brand to capture and reflect the essence of that.