Explore How a Rebrand Helped a Human Capital Brand Navigate Uncertainty in the Energy Industry°
Ascende, the human capital and employee benefits consulting firm, approached BrandExtract under the name Employee Benefits Solutions. The company felt limited by its existing name and needed a new brand to capture the full value and range of its service offerings. It sought guidance in transforming its brand as the company faced a turbulent marketplace and increasing competitive pressures.
What We Did
- Rebranded the company
- Increased awareness and reach
- Generated new leads
- Grew sales
How We Did It
- Brand audit
- In-depth market research
- Modernized culture and brand
- Developed new digital experience
Ascende needed a way to communicate its ability to provide guidance to its customers who were seeking ways to stay competitive, especially in an energy industry that has been experiencing a scarcity of top young talent. The company also needed to demonstrate its ability to provide vital knowledge and practical leadership during a volatile time for the healthcare industry. Changes from the Affordable Care Act had also impacted its clients.
To meet these challenges, Ascende needed a new brand and story that reflected its knowledge and capabilities, and positioned the company for growth within these tumultuous environments.
We carried out a complete rebrand for Ascende, including an in-depth 360-degree assessment (employees, customers and competition) that gave us insight into the company’s strengths and opportunities. We proposed a new brand position to reflect the firm’s confident execution and actionable expertise: “Insight in Action.”
BrandExtract helped bring the new brand to market, providing recommendations to increase engagement and improve internal communications. Working in collaboration with Ascende’s internal team, we provided all the necessary tools to successfully implement the brand. We focused on helping its team understand the methodology behind the new brand, rather than providing a strict set of guidelines.
We made it easier for Ascende to communicate services and value to prospective clients through new sales tools. The completely revamped website features stronger brand messaging, user-friendly experience and a better platform for sharing insights and expertise.
Within a few years of the rebrand launch, Ascende received an offer to join EPIC Insurance Brokers & Consultants, a Top 20 company in the industry with a national presence. Ascende's successful acquisition is a milestone that reflects the increased value of this brand, and we look forward to its continued growth.
“Ascende presented an opportunity to reposition a brand in the midst of a rapidly changing market. As the healthcare industry faced uncertainty about impending legislative reform, we rose to the challenge of building a sustainable brand for an increasingly complex environment.”
— Jonathan Fisher