In mid 2020, right when the whole world was shutting down for the pandemic, I was approached by a contact at Nicor Inc., a company that focuses on solutions for automatic meter reading (AMR) and advanced metering infrastructure (AMI) — systems that are used by water utilities.
Nicor was looking for an exit, a sale, and they needed to get a few things buttoned up before putting the company on the market. A new brand was at the top of their list.
Nicor was looking for an exit, a sale, and they needed to get a few things buttoned up before putting the company on the market. A new brand was at the top of their list.
Defining Nicor’s brand values
So, what are are Nicor’s values? How do they want to be perceived?
I opened dialogue by hosting a virtual session with as many executives as we could muster, where we explored a range of important questions, like: who are your customers? What do your customers care about? What problems are you solving for them? Who are you? What services do you provide? What are your differentiators? What are your values?
With all these questions answered, we picked a set of words:
Quality
Nicor provides exceptional products and services. “When it’s from Nicor, you know it works”.
Innovation
Nicor’s mission is to innovate products that improve convenience and functionality for utility professionals.
Budget-minded
Nicor’s products are competitively priced in the market. Nicor’s customers are used to getting the best quality for a reasonable price.
The Nicor Logo
A few details from the final Nicor Brand Guidelines
