Fifty-year old Sandler® is a leading global sales training company, logging 500,000 training hours annually alongside customers, clients, and partners. Ironmark is one of those partners. We’ve helped Sandler print their acclaimed books, and the company approached us for a large rebranding. Their big international summit conference was two months away.
Problem
There was no time to spare. “The Great Resignation” was crippling companies, and the next move could make or break Sandler’s reputation. They needed a successful rebranding to convey their strong brand equity, boost morale, and keep loyal employees and customers happy.
Solution
Our creative team distilled the Sandler essence into a PowerPoint that Sandler CEO and President Dave Mattson presented at the summit. We also created a powerful brand essence video featuring a mix of soaring graphics, inspirational text, and compelling music with footage of Mattson on stage encouraging attendees “to take the next step forward,” which resolves into their logo with a ladder for the “E.” The video captured the true spirit of Sandler in a format that was larger-than-life.
Results
The rapid rebranding was a complete success. Leadership at Sandler says, “Everyone loved it…. A lady standing next to me said it gave her chills.” The presentation and video inspired attendees with an electric energy which boosted brand loyalty and morale. Since that moment both internal and external audiences have enthusiastically championed the new Sandler brand.
- Sandler’s sales training recognition
- Boost in employee morale
- Anticipation for the future
Takeaways
The response to the rebrand continues to reverberate. The same year they rebranded, Sandler earned a “Top 20 Company for Sales Training in the Training Industry” designation. Employee morale has increased dramatically as employees have embraced their incredible story. Everyone looks forward to the next chapter.
