BRAND REPOSITIONING & MARKETING PARTNERSHIP
“Album’s process and expertise really clarified our brand strategy, which made it easy to adjust and improve our marketing tactics.”
Luis Echeverry
CEO
After 15 years as the leader in Orange County legal interpreting, it was time for Continental Interpreting to capitalize on its successful infrastructure and begin serving other markets.
LOST IN TRANSLATION
Over the years, Continental Interpreting Services, Inc. became simply known as “CIS” to employees and clients. This acronym diminished the descriptive value of the brand name and caused confusion among some customers. The tagline “We Speak Your Language” had also been adopted, a phrase overused by many competitors and not protected by patent laws.
RE-INTERPRETING THE BRAND
With the help of Album’s Brand Tuning process, “Continental Interpreting” was selected as the new public name, which was introduced in a refreshed logo and brand identity. The new tagline “One World. One Voice.” was launched, which was unique and made an important emotional appeal to international business. New sales and marketing tools were created (business cards, letterhead, brochure, booth backdrop and more) to ensure consistency in the marketing message.
COMMUNICATING CONTINENTAL
A complete redesign of the company website, allowed the new site to be centered around important keywords and key phrases. The existing domain cis-inc.com was moved to www.GreatTranslators.com to simplify the URL and capitalize on a vital keyword (“translators”). A full search engine marketing program was established to increase organic traffic and online exposure. Within 6 months of the re-launch, website traffic had doubled.
