Why is Northern Clearing rebranding?

There have been significant changes in the economic climate and the move toward globalization in our industry in recent years. There have been substantial new challenges since our founding years. These have included buyouts, the increasing cost of doing business, and the volatile energy market. As a result, Northern Clearing knew we had to adapt to continue our record of success.

Northern Clearing’s rebranding has taken place due to these market changes, as well as our increased capacity and vertical integration, coupled with the need to set a platform to inform our customer base of these changes. This effort has helped us to re-evaluate our strengths and service offerings.

This has been a highly involved and strategic process, with heavy consideration as to the implications of such a move. A business audit gave us an external view and thorough analysis of the core values of our firm and its culture. It made us reflect on our main objectives and the appropriate strategies that should be put in place to realize these priorities. Moreover, the business audit gave us a forecast of the trends that affect our industry, and helped us to lay out a game plan to appropriately prepare for the future. This has been a lengthy process, forged over the course of several years and countless discussions.

The process

Northern Clearing sought the input of everyone at all levels during the rebrand. From the beginning, we talked at length with employees at all levels in our company, and also engaged our vendor partners and clients. We selected design firm Capsule in Minnesota to assist us with this rebranding and strategic implementation.

As such, we have increased our overall media campaign, with targeted electronic and print media, trade show attendance, and internet strategy. We have also evaluated our internal processes, and utilize ISO guidelines to ensure continual positive growth.

Our strengths

To assist us in this process, we asked ourselves the following questions:

  • How do we differentiate ourselves from the competition?
  • What characteristics made this company great today?
  • How do we want to be known?
  • What are our long-term goals?
  • Considering the volatility of the energy market, how do we need to position ourselves to be ready to service such a changing industry?

Careful consideration of these questions led Northern Clearing to a clear picture of our strengths. These include:

  • We are well known in the industry as a premier right of way contractor.
  • We are loyal to our clients, and have completed every job we ever started over a 45 year period.
  • We focus on safety, and have the track record to prove it.
  • We are vertically integrated and truly offer turnkey packages.
  • Our reputation is such that our clients know that we will provide solution-based alternatives to even the most difficult problems.
  • We are experienced in virtually all terrains, including mountains, swamps, deserts, and wetlands.
  • We have achieved ISO certifications in safety, management, and environmental requirements.
  • Our fleet of well-maintained equipment is second to none.
  • We are constantly recruiting top talent.
  • We focus on our clients: their background, industry and business.

NCI Logos

Northern Clearing’s new logo was chosen for its simplicity and strength. It was designed to reflect our brand attributes, which are boldly appealing, easy to recognize and innovative. The brand colors, blue and green, represent our commitment to the environment.

Many names and concepts were suggested, altered, discussed, and re-discussed numerous times with the collaborative input of many. In the end, we chose this mark: clean, bold, and buildable.

Implementation

Our brand launch has been in progress since January 2011, and will continue for the next several months due to our scope of work and considerable geographical coverage.

Northern Clearing continues to put our clients first. It is a company built on 45 years of good character, loyalty, and quality work. This will continue to be our at our core.