Now we know what makes us different and how to tell others.
How Mercury defined a differentiator and unified a team.
- Align ourselves internally on our true purpose, essential value and brand identity
- Clear up market confusion on who we are, what we do and who we do it for
- Create branded documents, templates, resources and materials to be used by all teammates to provide consistency for clients
- Elevate our message and modernize our look
Solving this particular brand problem would rely heavily on helping to uncover the company’s essential value and gaining buy-in across the organization.
“We would not have gotten here if not for all of you and your process.”
– Candice, Senior Director, Marketing
Insights Gathering Leads to a Clear Differentiator
Insights gathering is our fancy way of saying we ask really good intriguing questions and then listen intently, with open hearts and minds. We conducted online surveys and interviews with past and present clients and team members. We listened for common threads that confirmed, challenged or clarified what leadership was saying about the company. The common thread that came through in ALL of the shared insights was that the Essential Value at HealthFitness is Care + Belonging. These simple words identify the authenticity of the company through the people that work there and the clients that utilize their services.
We also uncovered a relationship continuum that is unique to the inclusive and transparent communication style of HealthFitness.
from across the organization
the design team
The essential value paired with the relationship continuum helped identify the true differentiator at Health Fitness. The people at Health Fitness have something special. Yes, they have passion for health and fitness but they also have specific support and programs available through their company that allow team members to care for their clients, participants and each other. But because the company had never given names and definitions to these programs it was difficult to gain buy-in and help the members of their organization speak the same language.