The U.S. Small Business Administration 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.
LMD was hired by the SBA to rebrand the agency, develop a comprehensive marketing and public relations campaign plan, and develop a variety of marketing materials showcasing the new brand, including a suite of video assets.
What We Did
LMD rebranded the SBA and continues to deliver integrated marketing services to improve recognition and relevancy of the SBA brand among key target audiences, increase small businesses’ use of SBA programs and services, and catalyze employee engagement within the SBA.
Activities & Deliverables
- Discovery and research
- Brand strategy and development
- Messaging platform development and copywriting
- Marketing and outreach strategy
- Media relations
- Video production
- Graphic design for print, digital, and social media
- Message and media training
Building a Brand that Means Business
The SBA has been supporting the success of small businesses since its creation in 1953—but in today’s dynamic marketplace, it needed a way to 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 reflect the passion and energy of America’s small business community and align with the modernized 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. In March 2019, the new SBA logo was recognized with an ADDY Award by the American Advertising Federation of Baltimore (AAFB).
Bringing the New Brand to Life
With the new customer-centric brand in place, the SBA needed to equip field office teams with updated materials. LMD helped the SBA produce a suite of customizable marketing items—including a brochure, fact sheets, promotional slide deck, and advertising creative—which carried forth the new visual brand identity and allowed for customization based on local resource information. Materials met accessibility standards in 508-compliant format.
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
Strong brands aren’t just built and displayed on a shelf. They are lived and breathed, and they come with do’s and don'ts. 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. LMD adapted to varying needs and requirements of different SBA roles, offering trainings that ranged from interactive classroom-style presentations to one-on-one, on-camera simulations.