After launch, what’s next?
Houston-based FMC Technologies and Paris-based Technip, two energy giants, merged to become a global leader in oil and gas projects, technologies, systems and services. The resulting brand, TechnipFMC, captured the attention of the industry with its debut. But what happens after the fireworks and fanfare? How does a global brand with vast, decentralized operations set itself up for sustained success? That’s what TechnipFMC set out to solve immediately following launch day.
"Having the help desk has been amazing. People are very pleased to be getting responses in 24 hours. It’s been great to build our credibility as a brand team."
The first line of defense highlights a longterm roadmap
To start, the TechnipFMC brand team needed to address questions and requests that were coming in from associates all over the world. A brand help desk, developed in Monigle’s BEAM platform and pushed live within a week, provided a single channel through which all of these voices from across the organization could pose questions, make requests and receive answers quickly.
Monigle not only built but operated the help desk, fulfilling requests while simultaneously assessing and recommending the broader organizational, training and content opportunities that would fill the gaps in what had been deployed at launch. That freed up the internal brand team to focus on other, more strategic aspects of implementing, activating and governing the brand—like prioritizing and building out resources based on the input they were receiving.
Tools to get the job done
Insights derived from over 400 help desk requests in the first three months illuminated a number of considerations the team hadn’t initially accounted for, like how the brand would operate across different countries and languages. Subsequently, TechnipFMC created a number of brand templates and guides to the benefit of associates across the organization.
Among the earliest resulting developments was the creation of a standardized structure for business cards. Thanks to a custom-built business card generator, associates from Bangkok to Barcelona can enter their name, title and contact information, and the tool will automatically produce a uniformly formatted file that connects to a local printer.
A brand that works beyond “Day 2”
Associates can access all of TechnipFMC’s tools, templates and guidelines on a tailored brand center built on BEAM, as well brand assets like logos, photographs and videos. They’ll find examples of the brand in application across dozens of elements, from uniforms and livery to advertising and signage. As a result, the questions coming through the help desk are less about foundational elements of the brand and more one-off requests.
Today, TechnipFMC has a brand that goes far beyond platform and identity. It has a brand that works hard in the real world, moving audiences internally and externally to engage.
Today, TechnipFMC has a brand that goes far beyond platform and identity. It has a brand that works hard in the real world.
Following the merger, TechnipFMC’s vast workforce is united by one vision: to enhance the performance of the world’s energy industry.
TechnipFMC has offices throughout six continents and operates across many product and service categories within the oil and gas industry.
In addition to anticipated sales of $20 billion, the merger was forecast to save $400 million annually starting in 2019.
Six months after TechnipFMC launched its brand center, templates accounted for 65 percent of materials downloaded.