GuideOne
Founded in 1947, GuideOne is an insurance company dedicated to social responsibility, originally serving churches and religious organizations. As competition in the niche increased, they expanded their coverage to include educational institutions, senior living and healthcare centers, nonprofit organizations and small commercial businesses.
Problem
GuideOne’s brand identity did not evolve alongside the changes to their audience, necessitating a strategic renewal to better communicate their mission, re-engage their current audience and reach out to a new one. To remain competitive and effectively convey their commitment to social responsibility, they needed a revitalized brand position to improve their market presence and employee engagement.
Approach
To inform the brand strategy, OBI conducted an extensive research process including both quantitative and qualitative methods. This included our O’Brien Voice of the Customer (O.VOC™) insights, competitor reviews, stakeholder interviews, online surveys and collaborative workshops. The research aimed to uncover GuideOne’s current market position, strengths, weaknesses, opportunities and threats, leading to the development of a new value proposition and brand promise: “Make positive change possible.”
This new brand promise inspired a creative strategy that redefined GuideOne’s look, feel and tone. The updated visual identity, including a redesigned logo and signage, reflects a culture of positivity and social impact, fostering an optimistic worldview that resonates both internally and externally, across all audiences.
Results
After 16 weeks of collaboration, the new brand was unveiled at an employee town hall and launched via social media and local media coverage. The rebranding effort was met with enthusiasm and excitement from employees, generating ongoing buzz and reinforcing GuideOne’s commitment to changing lives for the better by making positive change possible.
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