OnBlog: The Onboard Informatics Blog

Conversations on the Art and Science of Information

Posts Tagged ‘branding

The End of the Beginning

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One of the challenges I took on when I first arrived at Onboard Informatics was to take a long hard look at the overall corporate brand.  I knew from day one that Onboard was one of the strongest companies in its niche, but it really was not well known outside of its immediate circle of clients.  I also felt that it wasn’t clear what our company did for a living, nor did our brand presentation accurately reflect the level of professionalism and expertise that was in place here.

Furthermore, every time I told my friends where I worked, they would ask me for discounts on cruises.  Turns out, there’s a company out there that publishes a magazine for the cruise ship industry with a website at www.onboard.com.

So we undertook a detailed investigation into our brand, into the perceptions of clients, internal staff, and of industry participants.  That work initiated a lengthy soul-search about who we were, who we are, and who we want to be.  In other words, your typical brand identity strategy discussion.

It has proven fruitful indeed.

New logo, new name, new stationery, new business cards, new collateral, a new website, and of course, a new blog.  OnBoard LLC has transformed, has grown if you will, into Onboard Informatics.

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Written by -Rob

July 21, 2008 at 4:15 pm