In mid-2013, our CEO went to breakfast with the incredible Tim Ash.
Tim is the CEO of SiteTuners and Founder of Conversion Conference. He’s one of the most well-known marketers in the world and has done several webinars with us. He’s a good friend and a marketing genius. (And he probably doesn’t even know that he impacted our brand in this way).
Anyway, during the course of that conversation, Tim mentioned that he didn’t feel like the name ‘LogMyCalls’ fully encompassed the power of the analytics we provided. Logging calls is simply tabulating when calls are made—basic call tracking. But LogMyCalls does so much more than basic call tracking. Its sophisticated speech recognition technology analyzes calls for 45 different metrics. It sends data into marketing automation platforms, CRMs, and even bid management solutions.
The bottom line, Tim said, was this: LogMyCalls doesn’t adequately describe what we do.
The next Monday morning, our CEO came into my office and shared this discussion with me. And at that point the marketing team knew that we would need to re-brand eventually in order to be taken seriously as a company— we knew a change had to be made. The name LogMyCalls and our cute little beaver would only take us so far.
The real work on the re-brand didn’t start until late 2014. The marketing team had a meeting and our Senior Vice President of Marketing said that the executive staff had decided it was time to re-brand. The acquisition of CallSource was well on its way to becoming reality, the company was growing, and we had received additional capital. Now was the time.
But we were hesitant.
Re-branding costs money. A lot of money. And you lose ground when you re-brand. Google has to index your site, you will lose organic traffic, create a new site, build a new tradeshow booth, create new graphics, new documents, new email addresses. It is a big deal. It takes planning.
And so we began…
The first question we had to answer was this: did we need help with the re-brand?
In other words, did we need an agency to create the new site and the new brand for us? The answer, we determined very quickly, was ‘yes.’ We simply didn’t have the time internally to create the new brand and new website by ourselves. We needed a re-branding agency.
And so the vetting process began.
I spoke to friends in my marketing network across the nation. I got recommendations, did my own, research, and then I started calling.
I called 23 agencies in New York, San Francisco, Seattle, Denver and Salt Lake City. I learned three things very quickly:
1) Design is the one thing that every agency can’t duplicate. Design is what differentiated agencies.
2) Cost matters. Agencies in San Francisco, Seattle, and New York were providing quotes that were 4x to 10x higher for the same tasks than the agencies in Denver and Salt Lake City. (I guess the people in New York and San Fran have to pay for their 1800 square feet houses that cost $1.2 million).
3) Organization and responsiveness matters. If an agency took days to return my calls or emails during the evaluation and information-gathering process, I surmised that they wouldn’t be terribly responsive during the actual re-branding process.
We ended up choosing an agency in Salt Lake City called Fluid.
The first order of business was choosing a name. This was quite the ordeal. I’ll walk through the process and then tell you how we arrived at the name Convirza.
Our CEO laid out some clear parameters. He liked Latin or Latin-sounding names. He also wanted the name to either mean something in English or Latin.
We had to steer clear of names that sounded like existing products or companies (obviously).
And with those guidelines, the agency got to work. They presented several possible names. None of which we were in love with. And so we had them go back to the drawing board and come back with several more.
This time was better. We decided to start gathering data about the names both internally and externally. We emailed the executive and marketing teams and had everyone choose their top three. Then we emailed the employees and had everyone choose their top three.
Instead of providing clarity, this only muddied the water. There was angst among the employees. No one liked anything. Every name was awful.
So our CEO suggested that we open up the naming to every employee and actually have employees submit names.
By the end of that process, we had 98 names to sort through.
At this point the marketing team was getting frustrated. We were running out of time. So, the executive team entered conclave. They pledged not to come out until we had a company name. The rest of the company waited to see the white smoke.
After two days the white smoke emerged. I received a text from our SVP of Marketing that simply said: Convirza.
The only name that had any consensus among internal staff and external influencers was Virta. It’s a Latin word that means ‘power.’ Everyone liked that name.
And so, with that starting point, the Executive team entered conclave. Once they got in the room, they started throwing around ideas: Convirta, Conversa, Convirsa, and finally: Convirza.
It has the same sound as the Latin root ‘Virta’ but also adds a double English meaning, reminding people of both ‘conversation’ and ‘conversion.’
After all those are the two things that are core to our product: analyzing conversations and increasing our clients’ conversions.
Now that we had a name, we needed a logo. This process was much, much simpler.
First, we chose a color palette. We really liked the burnt orange base, with royal blue and gray slate accents.
Burnt Orange – We chose burnt orange for two reasons:
1) it is a great color that goes with anything. We read several articles that showed the burnt orange is part of the reason the University of Texas is the most valuable property in college sports. People simply like the color, and
2) it hearkens to our founding days in the Southern Utah desert town of St. George, Utah. The color pays homage to the red and orange rock of the desert.
Royal Blue – It went well with the burnt orange. And it is the color of the CEO and Presidents’ alma mater, BYU.
Gray – It’s gray.
Once we had the color palette, the logo was relatively simple. During the first logo meeting with Fluid, they presented several logos (8-10), they varied in type and style.
The Convirza logo stuck out immediately. We loved it. With a few minor edits, we had our logo.