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BrandExtract Leads Houston Technology Center Rebranding

December 9, 2010

HOUSTON, December 09, 2010 — After a long successful track of assisting young start-up technology companies, the Houston Technology Center found itself in unchartered waters, in need of brand clarity and a refreshed brand strategy. 

"What the HTC has done in its relatively long 12-year history is nothing short of amazing," said Jonathan Fisher, Chairman and Chief Operating Officer, BrandExtract. "They have supported some of the most forward-thinking start up companies founded in Houston over the last decade. But outside that community, there's confusion as to what HTC really does."  Additionally, while the Houston Technology Center is focused on assisting entrepreneurs, the word "entrepreneur" was missing from the HTC tagline as well as their mission, vision and values.

Enter BrandExtract. Hired by Walter Ulrich, president and CEO of the Houston Technology Center, the company employed its Brand Assessment Process to conduct audience interviews both internal and external, survey the marketplace and review the competition. This quantitative and qualitative process was collaborated with HTC's own efforts. BrandExtract found that while 80% of HTC's partner companies knew what HTC did, many of the people outside the community did not.

"We recognize that the key part to what we do is to prepare companies to commercialize and raise capital - both monetary and intellectual," Ulrich said. "We've evolved after 12 years and that was the motivation we needed to refresh our brand."

According to Fisher, the process yielded a much clearer focus on HTC's value proposition, which resulted in its new tagline: "The Entrepreneur Capital." 

"The new brand creates enormous opportunity to clarify how HTC can help entrepreneurs accelerate their business," Fisher added. "They are the hub - the capital, if you will - that connects them to intellectual resources as well as funding within the business community."

The new brand project includes a refresh of HTC's logo, new graphic standards, tagline and messaging, trade show graphics and a new Website. The new site, launched last week, was built by Schipul The Web Marketing Company on their Tendenci® Membership Management Software platform.

About BrandExtract, LLC.

BrandExtract is a brand experience company that provides savvy business solutions and creative, compelling marketing that help clients grow. The company analyzes all customer touch points - from operations and service to promotions and sales—and develops sound, strategic approaches executed with engaging creative that deliver measurable results. Visit for more information.