E. Linn and Bob London discuss how CrossCountry evolved from raw Version 1 messaging to a polished Version 2.0 with consultant help, and why brands need regular updates. Markets change, capabilities shift, and how you communicate your values has to change with them.
What, what were the conversations like internally? How did you arrive at the fact that this was a priority, you know, discussing with the team or just in the shower, wherever that came from?
Yeah, we, we talked a lot about how to action our values. We had been through, I'd say, a round one marketing effort of trying to articulate why CrossCountry was different and special. You know, version one is always, always a little more raw and maybe not as polished of a communication. So. We felt really strongly that we needed a third party. And, and Bob, you came so highly recommended from one of our dear friends, Christy Hedges. You know, we were looking for someone to take our marketing to a new level. And I, you know, every firm goes through rebranding over various stages, and, and this was really our first undertaking at not only external rebranding but our branding internally, helping us to be able to communicate to all our stakeholders, our employees, our clients, the communities we serve, why Cross Country is unique. So our leadership team was really aligned on version 2.0 of how we communicated about our firm. We are probably getting ready to do version 4.0 or 5.0 at this point.
Exciting.
As the firm expands and adds capabilities, but I'm really proud of the core values we were built on, the better experience model and our commitment. Have never changed, that we've been unwavering in the words that we use to describe what makes our farm unique.
That's exciting, and I think that's a lesson for folks, is these, these are not set it and forget it exercises. You build something and you have a foundation, a platform, and you keep improving it and revisiting it. Why? Because the market changes, your company changes, you grow, priorities change, and those may shift here and there from time to time and require reshuffling or reordering or revisiting.
That's right. If a firm is growing and scaling, they're going to add more capabilities. And we definitely have— we have a bigger footprint. So we were a regional firm and then a national firm, and now we're an international firm. And so there is an exercise to go through making sure that you can communicate the breadth of what your firm offers the market over time.
