Oct16ThuOctober 16, 2014
Posted by Brian Klassen
What’s in a Name?
Well, everything you put into it.
A new name is like a bright, shiny container just waiting to be filled with stuff.
At Bark, we have the privilege of working with some amazing organizations to help them build their name container, determine what to put in it, and then strategize how to tell others about it.
One such client is Thompsons Limited, a company who has been serving their customers since 1924 with great success. Thompsons provides agricultural supplies and services, including seed, fertilizer and crop protectants to farmers throughout Ontario’s agricultural regions. They also offer bean-processing services in Ontario and Northern Minnesota.
Early in 2014, Thompsons asked us to help them launch a new era in their business – communicating a significant change in how they do business and the benefits to their customers.
The first step in that process involved developing a name for what was happening in Thompsons’ business, in order to draw attention to it and communicate it’s value to all parties - internal and external, in that order.
Honest, or authentic, communications HAVE TO be a representation of the actual heartbeat of your organization. So any naming work that we wanted to do with Thompsons required developing internal buy-in first, and the way to do that was to make sure that what we came up with actually reflected the organization. We didn’t sell them on a name, we brainstormed a name that reflected who they are, and who they are aiming to be as a team. Once we had that, we moved on to build out a brand image to support the new name externally.
Today, we at Bark are thrilled to be able to reveal our relationship with Thompsons and the work we have been doing with them.
The name for this new era at Thompsons is Revolution, and the official launch to the customer just took place just a few weeks ago at the Outdoor Farm Show in Woodstock (September 9, 10, 11).
Beyond the name, you can see the brand come to life in the logo, video, truck wrap that we developed and and all other upcoming promotional materials:
So. At the end of the day, what’s in a name?
In Thompsons case, it’s a great beginning to an amazing story that’s going to change the way farmers and the food growing community are served.