Functional Focus
KBR’s functional teams keep our business moving. That’s why we’re proud to showcase their work, recent wins, improvements and new initiatives, and to highlight how their success benefits all of us.
In this edition of KBR Link, we’re excited to highlight ourselves — KBR Global Marketing and Communications (Marcom) — and the work we’re doing to enhance the KBR brand and tell the KBR story to the world.
Consistency is Key
When you think of iconic brands, the first thing you may think of is a logo or slogan. But branding is so much more. A brand is the holistic sum of customers’ experiences which are shaped through interaction with visual, tonal and behavioral components. Branding is about creating and shaping an image in people’s minds based on those experiences and building the association to that company’s goods or services.
You can bet that every brand you admire has strict, codified guidelines and standards to protect that brand and to strengthen its identity. That’s called brand management.
Why is it important for KBR?
- Fortifies KBR’s identity.
- Strengthens brand recognition and improves brand perception.
- Differentiates KBR from competitors.
- Builds employee loyalty and creates a sense of unity across the company.
- Builds trust that strengthens selling power and increases retention, customer loyalty and brand value.
- Makes KBR less vulnerable to drastic market changes.
Brand management covers every KBR-related thing you see or read, from KBR.com, to town halls, to this edition of KBR Link — down to the usage of the em dash with a single space on either side that you just passed over in this sentence.
This includes KBR logo usage, brand colors, typography, iconography, writing style and much more. With so many moving parts — many of them highly visible (such as investor relations presentations, trade show booths and graphics, press releases, the annual sustainability report and others) — it’s critical that the KBR brand be presented in the most consistent, professional manner possible.
But it’s not just KBR Marcom’s job to be consistent. Brand consistency also extends to touchpoints you might interact with on a daily basis — things like PowerPoint templates, email signatures, social media graphics and more. Maintaining a brand identity takes everyone doing their part.
Evolving our Brand
Most brands at certain points in their existence go through something of a refresh. You may have noticed new graphics, colors and other visual elements popping up on KBR-branded print and digital brochures, presentations, and other deliverables. The Global Marketing and Communications team is always looking for new ways to enhance or improve the KBR brand. Every so often that means making creative tweaks to the things we deliver. Here are some examples:
Color Palette Changes
OUR PRIMARY COLORS
OUR SECONDARY (ACCENT) COLORS
DISCONTINUED COLORS
New Graphic Elements
But changes like these don’t happen in a vacuum. They’re made via careful consideration and collaboration among our global team members. Then, the accepted changes are codified before being implemented, eliminating guesswork or the possibility of creating deliverables that don’t adhere to KBR brand standards.
KBR brand resources can be found at the KBR Brand Portal. Available resources include:
- KBR Brand Guidelines
- KBR Branding Architecture
- The KBR corporate PPT template (this opens a PowerPoint document for you to save)
- MS Teams backgrounds
- LinkedIn banners
- Background image library
- Templates and design guidance tools
Telling our Story to the World
Back in January, KBR unveiled a first look at new design and copy that’s part of a broader global awareness campaign called We do things that matter.®
The campaign celebrates the meaningful work our people do around the world and invites people to “THINK KBR” when they think about solutions to the world’s biggest challenges.
The campaign features a fresh look and feel and short, punchy messaging that highlights our world-class, differentiated capabilities across markets and sectors. The simple-yet-effective design and copy system makes capability-, location- or region-specific marketing easier. Additionally, two custom URLs were created — one for general information and one for recruitment — as well as approved hashtags for social media.
- think.kbr.com
- think.kbr.com/careers
- #WeDoThingsThatMatter
- #THINKKBR
As with all marketing design and content, the Marcom team developed guidelines to assist in the creation of campaign deliverables, ensuring brand consistency across all channels.
“Our success depends on everyone coming together to spread the word and elevate our brand with active participation in the campaign,” said KBR Strategic Brand Manager Amanda Mark. “We encourage everyone to dive into our campaign guidelines and ask questions. Working with your local marketing team or corporate marketing to create any visuals will be key to making this campaign a success. We’re also encouraging people reach out to discuss what you're currently working on and how it can integrate with campaign efforts.”
"Our global campaign is about telling the KBR story in a way that inspires our audience, strengthens our brand, and reminds people (and maybe ourselves) that what we do truly matters."
Jessica Burnett, Director of Global Marketing
