Brand evolution: The story behind SWBR
One of the first questions we ask a prospective client is, “Why should someone choose your brand over any other?”
It’s a straightforward yet provocative question that is always met with spirited conversation. It’s a question that leading brands continually ask themselves and it’s at the heart of the solutions we’ve developed for our clients since our founding by Ernie G. Stiegler in 1969.
Unabashedly, we feel we’re pretty good at helping our clients define their quintessential uniqueness, and we continually guide them to protect and refine their position. As we constantly think about how to help our clients stay ahead, we’ve needed to ensure that we maintain a competitive difference for our company as well.
So, we rebranded ourselves. We are now SWBR and I’m happy to tell you why.
Starting the rebranding process
In our nearly 50 years in business, a few constants define our agency: ultra-talented associates, a rich roster of clients we love working with, a commitment to stay current or ahead of the technology curve in our industry and at least one Stiegler on the leadership team.
In order to address the “why” question for ourselves, we took a fresh look at what we can promise to deliver to our clients every single day. We found the answer in a triangle; actually, three of them.
The three triangles represent our three key areas of service, our three principle process to everything we do and our three-generation family ownership. Let’s go through each piece of the rebranding.
While our clients depend on us for a myriad of services and tactics, they essentially fit neatly into three segments: advertising, marketing and public relations. Of course, the specific deliverables have morphed over the years. Digital is now at the heart of practically every solution we develop.
Our approach combines three principles that together enable us to harness our far-reaching skill sets. Specifically, the confluence of our strategic, creative and analytic services meaningfully build brands and drive revenue.
Our CEO is Ernie R. Stiegler, the son of our founder. Ernie R.’s son, Ernie Thomas, joined us three years ago, but has been a fixture around the agency for many more years as an intern. This continuity ensures the Stiegler family atmosphere and independence will extend for many more years. That’s comforting to our staff and reassuring to our clients.
Our three triangle logo delineates our value, but our impact is manifested in specific ways for all parties. Many clients like that we’re proven brand builders. Others respect the fact that we spend hours speaking to our client’s end users to get firsthand insight. Quite a few tell us we’re exceptional listeners.
To capitalize on our updated brand definition, we felt it was time to refresh our identity. We’ve introduced a three-triangle logo with a refreshed SWBR wordmark.
Our expectation is this rebranding will serve as an ongoing reminder to our staff and reassurance to our clients and partners that SWBR will remain diligently focused on delivering value and differentiation. You’ll see it everywhere from our business cards and building signage to this completely overhauled website. Building brands is our passion and re-imagining our own brand has been especially rewarding.
Let us know if you’d like to talk about your brand. You already know my first question.