Service Express Introduces a Brand Refresh
The rebrand reinforces the company’s commitment to service and focus on people.
Grand Rapids, MI – Service Express, a leading third-party maintenance (TPM) provider of post-warranty server, storage and network support headquartered in Michigan, launched a new corporate brand strategy to highlight their commitment to service, customers and employees.
“We are excited to share our new brand identity with our customers and the rest of the world,” said Service Express President and CEO Ron Alvesteffer. “We have experienced significant growth over the last 25 years, but one thing that has never changed and will never change is our commitment to people—both our team and our customers. This corporate rebrand conveys that message.”
Service Express’ rebrand was an in-house endeavor, with a specialized Brand Team comprised of marketers who interviewed customers, employees and prospects for insights on how they viewed the brand. The Brand Team worked on addressing clarity, consistency and tailoring all brand messaging accordingly. The refresh includes a redefined tagline, Core Value and Purpose.
Service Express unveiled a new tagline—People-Powered Data Center Solutions™—which speaks to the company’s focus on human connection in a world of automation. “We continue to keep things easy and effective for our customers and always work to build long-term relationships. We’re able to offer the speed, focus and flexibility of a small company, combined with the expertise, coverage and capacity of a large organization,” said Director of Marketing Jessie Sprotte. “We know IT professionals have so many demands on their time and output, so we do all we can to lighten the load with smart processes and even smarter people.”
The company defined their purpose: to provide the best experience for our customers, partners and employees. “Unfortunately, IT professionals are often used to compromising and adjusting their game plan to accommodate limited options and budget constraints. We believe they should expect more,” said Chief Marketing Officer Josh Leatherman. “The brand now reflects more of the trusted partner aspect of how customers see us. We’ve taken a bolder step in asserting how we prioritize a “best experience” standard and how our people are ready to deliver on that promise.”
Service Express also refined its Core Value, formerly known as the company Vision, which now states: to help our people achieve their personal, professional and financial goals. This focus on employee success is a company hallmark that attracts talent, drives growth and contributes to exceptional customer service. Helping people accomplish more has enriched the company culture and led to numerous honors and recognition including multiple Best and Brightest Companies to Work For, Great Place to Work Best Small & Medium Workplaces, Inc. Magazine’s Best Workplaces, American Business Awards Gold Stevie, and ForbesBest Small Companies awards among others.