U.S. Small Business Administration
Branding and Positioning the SBA for the Future of Business
Client Overview
The U.S. Small Business Administration (SBA) is the only cabinet-level federal government agency dedicated to aiding, counseling, assisting, and protecting the interests of small business concerns; preserving free competitive enterprise; and maintaining and strengthening our nation's economy.
Activities & Deliverables
Primary and secondary research
Brand strategy and development
Messaging platform development and copywriting
Awareness and public relations outreach strategy
Graphic design for print, digital, and social media; video production
Message and media training
What We Did
LMD rebranded the SBA and continues to deliver integrated marketing services to improve recognition and relevance of the SBA brand among key target audiences, increase small businesses' use of SBA programs and services, and position the SBA as a competitive business resource and employer.
Building a Brand that Means Business
The SBA has supported the success of small businesses since its creation in 1953—but in today's dynamic marketplace, it must stay current and resonate with new generations of entrepreneurs while combating the misperceptions and negative connotations often typical of a federal agency. LMD used research findings to develop a reinvigorated brand strategy, messaging platform, and visual identity that reflects the passion and energy of America's small business community and aligns with the services and solutions the SBA offers to entrepreneurs across the country. Keeping pace with the speed of business, the new brand was developed efficiently in time for a highly visible public launch during National Small Business Week 2018.
Bringing the New Brand to Life
For the new brand's digital rollout, LMD also produced a series of video assets designed to inspire action and speak to the diverse nature of today's small business and entrepreneurial community. Videos showcased new brand messaging over exciting visuals and music, connecting with viewers at an emotional level and conveying the positive outlook and confidence you'll walk away with after working on your business with the SBA.
Turning Staff into Brand Advocates
LMD designed and led multiple training sessions to make sure the new brand was championed effectively among SBA staff at headquarters and across the country throughout an expansive network of field offices. We also provided trainings that ranged from interactive classroom-style presentations to one-on-one, on-camera simulations.
Increasing Visibility, Awareness, and Support
LMD designed a variety of ads and outreach materials to build awareness and understanding of the SBA's full scope of services.
The Results.