How do you change the way the world thinks about sales?

Over the past year or so we've been working hard to build a completely new kind of sales transformation company. We are driven by a unique purpose "To harness the collective energies of every salesperson on the planet as a force for good in the world" and we needed a unique brand identity to help us bring our purpose to life. We turned to none other than the inventors of branding, global brand innovators Landor to guide us on that journey. Please welcome guest blogger Landor's Executive Director of Client Service David Sutherland to share our brand journey with you. 

Background

Go Givers Australia is part of a global sales movement that aims to change the way the world thinks about sales. It is manifested in two international bestselling books - The Go-Giver and Go-Givers Sell More written by Bob Burg and John David Mann. Whilst the books have been incredibly successful, inspiring millions of professionals worldwide, companies and organisations across Australia and New Zealand would be experiencing Go-Giver principles through a structured program of learning and coaching for the first time.

Our challenge

How do you change the way the world thinks about sales? Our task was to change perceptions, and create a brand that could be open, honest, and approachable when it came to sales enablement. We had to create a platform that allowed multiple learning, coaching and technology based programmes to be housed and grow, all rooted in the principles shared in the successful Go Giver books. It was important that we built a brand that felt human, not only in the way it looked but by the way it acted.

Solution

With the brand idea of ‘Human nature’ we were able to explore areas of empathy, connection and transformation. These all lead to the solution of showing the human side in sales by building trust and forming authentic relationships. eccoh is a representation of this global movement to change the way the world thinks about sales. The core purpose of the business is to create a ripple effect or ‘echo’ of giving across the world. An echo is defined as “A sound or sounds caused by the reflection of sound waves from a surface back to the listener”. We combined this principle with the unique and inspiring Go-Giver philosophy and developed a core idea that could stretch beyond the books and into new and exciting forms of individual, team and organisation wide transformation. 

Just like an echo bounces back to you from the surfaces it touches, giving comes back to you from the lives it touches. We amplified that purpose with a powerful tagline - The open effect. Of course before you can even think about changing you need to be open to the possibility that there is a better way. Being closed and persisting with old, outdated sales attitudes and mindsets won’t get you very far. All of this translated into the name and the design of the new brand identity to reflect the physical movement and impact of an echo as well as the effect of being open to change: 

"Working with the Landor team has been a truly inspiring experience. Every member of the team not only understood what we were trying to do, they believed in it and they very much embraced Go-Giver principles in how they worked with us. I have no doubt that such a wonderful end result has been made possible because of this shared passion and belief that we can change the world for the better simply by changing how we sell.
There are many people to thank but I must start by recognising Mark Liney for introducing us to the fantastic Dominic Walsh whose inspired leadership gave us the absolute pleasure of working with David Sutherland, Matt Morgan, Lucy Edwards and Diana Yako. You are all true Go-Givers."
Ian J Lowe, CEO & Founder, eccoh

David Sutherland is the Executive Director of Client Service at Landor. He can be contacted at Landor's North Sydney offices on +61 2 8908 8700.