The Challenge
Army Contracting Command (ACC) is newly formed U.S. Army command that provides global contracting support to warfighters through the full spectrum of military operations. The command is an international business enterprise with more than 5,500 military and civilian employees at more than 115 locations worldwide.
JANSON Communication was selected to focus on professional and ethical military contracting practices in order to create a brand and brand identity among stakeholders. An integration of business and competitive knowledge with communication strategy was needed to produce effective market consistency within the organization.
JANSON’s Approach
A thorough stakeholder evaluation was done that included media monitoring and internal interviews of personnel and leadership, our team then created a set of strong visual elements and used them in a new suite of collateral items and basic communication tools. The ACC brand elements portray a positive look and feel while retaining traditional military elements and colors. They were used across the board from business cards and briefing slides to the command’s website and magazine, ACC Today.
Command leadership and public affairs personnel were provided with positioning statements drafted by JANSON and counseled on how to use them in tandem with the rollout of the new identity when communicating with stakeholders. Key terms and ideas were shared to act as components of ACC’s communications programs to be incorporated into command information to reinforce their messages and their overall organizational vision and purpose.
The Results
The brand identity was well received by ACC leadership, personnel and stakeholders and was adopted throughout the command, positioning them for success both internally and with clients and customers. ACC continues to work with JANSON on additional services for their Strategic Communications Plan, key messages and creation of several specific outreach activity components, building on the strong foundation already in place.