5/3/2010 8:04:41 AM
ARM launches new brand!
Welcome to our new website, our new logo, our new brand.
After 14 years of our cherished old Advanced Resource Managers
brand, it’s time for a change.
As with any true re-brand, this is more than a case of mere
cosmetics. It is our way of ensuring that our corporate identity is
aligned with our business strategy to reflect the size of ARM as it
is today and will be in the future, as well as the increased
breadth and sophistication of our portfolio, developed over the
years in response to challenges from our customers.
You will get the same great ARM service with an increasing drive
towards efficiency, flexibility and professionalism. You’ll get the
same passion for what we do, and the same preference for working
collaboratively, in true partnership with our customers, so that we
really understand their needs.
Our new corporate identity is simply our way
of representing what we feel ARM stands for now. It coincides with
an ambitious, consolidated business strategy and some exciting new
additions to our portfolio that we hope will allow us to continue
to delight our clients and candidates in a world that demands more
flexible and creative talent management solutions.
How we arrived at our new brand image
Firstly, we were responding to a pretty widespread recognition
that our old brand wasn’t reflecting the size and success of ARM
any more. We heard it from clients and candidates alike, so we had
to listen. That was the first step.
We didn’t want our brand to be a reflection of the prejudices of
a few people shut away in a room. We are, after all, a people
business. Yes, we did work with a brand consultancy (thank
you, LCM) but our Marketing Department got the whole
company involved in the process from the outset.
Recognising that it is our staff that deliver - indeed
are - our brand, we selected 40 people from across the
business to be “brand reps”. That group included recruitment
consultants, resourcers, managers, receptionists, team leaders,
directors, accountants and IT staff. Then we went through a process
with them to determine what it is that we really deliver, day in
day out, that makes us what we are, mindful always of the
“Brand is what you are, not what you think you
We asked them to canvass the opinions of their team mates too,
and represent them in a creative session, so that the whole company
had a voice in this.
We spent a full day distilling the various qualities of ARM down
into three (deceptively) simple words that encapsulate what we
deliver as a business. Not what we want to deliver, like the sound
of delivering, or hope to deliver, but what we can put our hands on
our hearts and say we give to our customers:
These are three “three Ps” of ARM. But each of those has an
effect on, and is borne out through, our communication. If there’s
one thing we particularly pride ourselves on, it’s that we try our
very best to keep our clients and candidates in the communication
The fancy stuff: our logo design.
So those three ARM Ps are set in a loop, each of the Ps also
representing a speech mark, one for candidates,
one for clients, and one for
We wanted our new brand to reflect the importance to us of
excellent, three-way communication between our clients, our
candidates and us. It also reflects the key qualities that we
believe make ARM what we are: our passion, professionalism and our
partnership-based approach to business. Our continuing commitment
to you, our client, is simply to provide an exceptional
We hope our new brand not only does a better job of reflecting
the size and scope of ARM now, and importance to us of our “brand
promises”. But also that it will help us to increase our market
exposure. We hope you like it.
Watch LCM’s Carl Lamerton presenting
the ARM brand to the company in March 2010.