A brand identity Featured

8:00pm EDT August 26, 2007

Redefining an existing company’s brand and launching a new brand are daunting tasks for even the savviest of executives.

But trying to do both at the same time? Difficult, but not impossible, says Greg Skoda, who as chairman of Skoda, Minotti & Co. facilitated a complete brand overhaul in the midst of launching three new companies.

“We didn’t want to go down the path where we started a range of different businesses and then got involved in the brand,” he says. “It was important for us to do those things simultaneously.”

The process began in early 2006 when the firm’s vice president of marketing began interviewing Skoda, Minotti’s partners to find the true essence of the brand. Following these oneon-one interviews, the staff was interviewed in two-hour group sessions.

“Everyone in the company had an opportunity to participate in the development,” Skoda says. “They’ve got to have bought in to who we are, what we want to be and how we want to deliver services.”

When all the responses were compiled and analyzed, a new brand was born. Featuring a new logo and slogan — “Delivering on the Promise” — the brand was launched internally in January, in tandem with a new five-year plan. The external launch is set for early September 2007.

At the same time Skoda was overseeing this brand implementation, he was simultaneously developing three new businesses. Skoda, Minotti & Co. Financial Staffing was formed in 2006 to help clients fill financial staffing needs. Also last year, Skoda, Minotti & Co. Small Business Services launched to help small business owners manage their finances. Skoda also helped create Aurum Wealth Management to complement the firm’s existing financial services.

Each business was developed with the new slogan in mind, and by offering distinct services, each business aimed to deliver on that promise of helping clients grow.

“We want to be an integral contributor to their success,” Skoda says. “The only way that we’re going to is if we can continually find ways to add value for them.”

HOW TO REACH: Skoda, Minotti & Co., (440) 449-6800 or www.skodaminotti.com