Belong. Believe. Be You.

Belden

Belong. Believe. Be You.

the Overview

The reality of today’s workplace has quickly and dramatically evolved, and not just due to the rise of zoom calls and remote work. As competition for talent has increased, employees are becoming more vocal and intentional about the kind of culture they want to work in. Employees today value the ability to feel heard, express their unique perspectives and engage in a culture where they’ll not only have the support to advance their careers but also to receive an individualized level of care for their overall wellbeing. Kolbeco client Belden approached the team with the goal of developing a brand – a movement, really – that would encapsulate these sentiments and serve as a mantra that everyone could get behind. And, one that would help support this 120-year old company’s transformation from a manufacturer of trusted, high-quality products to a comprehensive network solutions provider.

the strategy

In true Kolbeco fashion, the process began with a deep dive into culture and the vision for where the company was going. Ultimately, the strategy was rooted in the feelings we’d inspire within the Belden team and in those who may be considering a career with the company. While the strategy incorporated subtle nods to the rich history of Belden, the direction was forward-thinking and served as the roadmap for evolving the company’s culture into its next 120 years.

the tactics

The Brand Story

Belden is a company that is present in nearly everyone’s lives, making our world of connectivity possible. From the automation on factory floors and the broadcast experience in major sporting stadiums to internet connections and wireless capabilities, Belden is there. The Kolbeco team drew from this omni-presence, highlighting not just the innovation that makes these things possible but also the people and the type of workplace environment that fosters the curiosity, confidence and creativity to bring ideas to life. The Brand Story was born from these sentiments and was internally dubbed “The Imagine Story.” This story invites the audience to emotionally connect with Belden by imagining how they do (or can) play a role in making amazing advancements that impact the daily experiences of people everywhere. And this is summed up in one simple, yet powerful statement.

The Brand Mantra

Teams are inspired to do great work in a culture that empowers them to embrace who they are, how they think and the ideas they contribute. Everyone is valued and feels they’re an important part of something bigger than themselves that is making a difference. This is an environment where all can Belong. Believe. Be You. It’s not a tagline or a campaign. It’s a cultural movement, one that is guiding the people of Belden into the future.

Brand Identity

A fresh visual identity was created for the Belong. Believe. Be You. Mantra. The goal was to align with traditional Belden brand standards while differentiating enough that employees could easily identify programs and materials that fell under its umbrella. Brighter colors from the Belden brand color palate were chosen for the visuals, allowing it to stand out in social media feeds and in other marketing materials.

Videos

Kolbeco produced a series of videos to launch the campaign and continue sharing out the message through various outlets over the course of the first year. The first video featured Belden’s CEO introducing the “Imagine Story” to the world, while ongoing videos were filmed with Belden employees sharing their experience in an environment where Belong. Believe. Be You. is ever-present.

Digital Assets

A series of social media graphics were created to speak directly to the various stakeholder audiences. Email graphics and digital flyers for job openings were also developed, making it easy for internal teams to access and share as needed.

Print Ads

The Kolbeco team designed ad templates highlighting the Belong. Believe. Be You. messaging in advertisements geared toward recruiting and job fairs, with versions for various audiences provided.

the results

The entire Belden organization has internalized the Belong. Believe. Be You. movement. The company is living it and building upon it each day. It’s become a fundamental piece of who Belden is, so much so that it’s been featured in a book of Belden’s history called “Birth, Growth, Transformation” which commemorates the company’s 120-year anniversary.

“Kolbeco is the true definition of a thought partner and we are lucky to have their expertise as an extension of our team. Their knowledge of the industry, ability to research, quick response time and creativity allows for an incredible agency experience. From video and written content to media assets and social media – they create high quality deliverables on time and on budget. We are able to take our corporate communications to the next level thanks to their strong dedication to our strategy.”

Katie Babbitt – Vice President, Corporate Communications

Belong. Believe. Be You.

Belden