Iridia Medical Brand Launch Video
Vern Biccum- President: May 2011 we looked at our logo and we thought, we can do better, and that really was the thrust of it, that pushed us into starting to look at things. We were fortunate enough to bump into Living Blueprint and through a series of conversations and more introspective discussions we realized we had an opportunity to do something a little different, to actually redefine the brand and how we're perceived in the marketplace. From that, we started down the path of a logo and then it led to taglines, it led to vision and mission.
Allan Holmes-Founder: We realized that to take it to the next level we really had to stop and kind of reflect and say okay, across all the things that we do, what are the common values that we have and what is the common culture. So by doing that, it allowed us an amazing opportunity, really a once in a lifetime opportunity to take what we've built for the last 15 years, boil down what was really the essence of the culture and the corporate values and then launch that in a consistent path forward.
Vern Biccum: Where Living Blueprint helped us was they kept coming back to us, they provided ideas, and they listened to what we had to say. It's a long haul but I think at the end it's truly worthwhile, especially if the result is something that resonates very well with who are, helps you tell your story and infuses you with pride, which is where we're at today.
Allan Holmes: It's the energy that now moves forward and this brand launch has been a great way of solidifying all of what has gone on over the last 18 months and I think that one thing that I'm very proud of is that the launch is real step-off point. I think that if you do some the components of the launch out of sync, you really lose that opportunity to really get that momentum. Having that whole movement forward is going to take us into areas that I don't even think I know right now. It's almost like we've moved into a new lead because we've now got a world-class name, a world-class logo. Having a group like Living Blueprint involved in that process was immensely beneficial, we could not have done this on our own. We needed the guidance and we needed the ability for all of the pieces that they bring when it comes to understanding what a brand is about. What Living Blueprint allows you to do is to understand who you are in a way that is a functional productive process to get you to the goal, which is to have a brand identity that you can be proud of and you can move forward.
Background and case study
Renaming an established company can be just as challenging a task as choosing a name for a new business. If you have been around for a while and find yourself at an impasse with your brand and company name, what do you do? Done without enough planning and the right help, people may think the company was sold, or changed markets. The key is to showcase that it is a really positive move forward?
The first thing to do is gain a realistic view of your company and all its components. Is everything in alignment with who you are and where you are going? Who you are: Core values, team spirit, and focus. If you are a unique company striving to become a recognized leader, having a distinctive meaningful name can be a real asset. Where you are going: Sony was once called Tokyo Tsushin Kogyo, this name was important to the company and to Japan but had little meaning to the outside world.
The name 'Iridia' is borrowed from Iridium, an element with properties that align perfectly with the brand and company, as outlined below.
• It is very rare, much in the same way that our team is a very unique collection of people, interests, and expertise.
• It connects with other metals to form alloys, as we engage stakeholders to build solutions.
• It is a standard of measure for weight, and we set the standard for practical, effective solutions for our clients.
• It is durable as are we in having weathered economic slowdowns, competition, and a changing market landscape.
Lastly, and most intriguingly, is the fact that Iridium is found in very high concentrations in meteors and asteroids when compared to the amounts found in the earth's crust. This finding has led to the idea that an asteroid colliding with the earth triggered an ice age and the eradication of the dinosaurs. This "out with old, in with the new" paradigm aligns perfectly with Iridia, as going back to their founding days, they are perpetually challenging the status quo in the interest of finding new ways to bring about improvements.