Brand Champions

A name change from Voss Jorgensen Schueler to VJS Construction Services, and a new corporate headquarters in 2005 resulted in a branding initiative that includes a brand promise and brand voice. Used as external communication, the brand promise clearly defines what it means to do business with VJS Construction Services: "We deliver an exceptional building experience by creating trusting partnerships with our customers, providing them with dedicated personal attention, quality workmanship, and innovative construction services." The delivery of the promise is predicated on the brand voice that includes seven key descriptors that communicate the values and culture of VJS Construction Services. They are: "dedicated not just cooperative", "resourceful not just skilled", "trustworthy not blunt", "innovative not speculative", "competitive not advantageous", "proactive not (just) responsive." If each employee frames their behavior around the brand voice, defining each interaction by the seven key descriptors, VJS clients will have an exceptional building experience.

The brand promise and brand voice are communicated throughout the building on the walls, on mouse pads, in the training room, and are used to remind employees that they are the brand and they create the experience for VJS clients. Semi-annual all employee meetings communicate to employees VJS’ commitment to its clients.

In 2005, VJS held its first all company — town hall meeting. Held bi-annually the meetings are designed to reinforce the brand promise and voice as well as communicate the firm’s vision, strategic direction, and expectations for customer service. More importantly, the all employee meetings celebrate and honor VJS employees who are living the VJS Brand. At the June 2006 meeting, 77 employees were honored as VJS Brand champions for their teamwork and hard work. Client testimonials are integrated into the presentation, the employee receives recognition from the President as well as the client in front of all other VJS employees. VJS has dedicated an entire wall in the new building to pictures of VJS Brand Champions, along with a description of how they bring the VJS brand to life.

1.5meg Brand Champions