Building a Brand

Aug. 6, 2018 | Sarah Haertl, VP of Marketing and Communications

Sometimes the most powerful way to build your brand is through chocolate.

As Vice President of Marketing and Communications for Aegis Premier Solutions, I spend a huge portion of my day strategizing better ways to build value in the Aegis brand. 

As our clients know, in 2017, we merged two existing companies (Bernard Data Solutions and Southwest Caging) into one new brand umbrella: Aegis Premier Solutions. For a company like Southwest Caging, which has been in business more than 30 years, there’s a lot to consider when taking a strong, established brand and changing its identity. The same is true for Bernard Data Solutions, which hadn’t been in business quite as long, but had built a trusted relationship with its clients and the industry.

For all the effort and thought put into building the Aegis brand, who would have guessed that the most lasting impression would come from chocolate? 

For the second consecutive year, the Aegis team put together a beautiful, blue “Candy Bar” for the 2018 Bridge Conference Sponsor Showcase. Initially, our team discussed that this would be the second and final year we would do this display, thinking that after two years we would need a new concept to keep attendees interested.

Boy! Were we wrong!

The number of attendees who sought us out specifically hoping we would have the “Candy Bar” again was overwhelming. We had people bring other attendees over to our booth just to get some sugar to get them through the afternoon. To say it was a success would be an understatement. We even had several attendees make us promise we would do the same theme next year, so they could count on getting their chocolate fix by visiting us again.

Some people might question how candy helps sell a CRM product or donation processing services, but anyone who has ever worked on building a brand knows that building a positive emotional association with your audience is one of the most valuable connections for any company. 

Think about those brands that give you a positive feeling when you think about them. For me, it’s Nordstrom and Disney; two brands that have built a legacy of good service and friendly employees. 

We are hoping to create a similar experience for nonprofit employees who encounter the Aegis brand.

So, if you plan to attend the 2019 Bridge Conference next July, make sure to stop by the Aegis “Candy Bar.” Even if you don’t end up buying our CRM or using us for caging, we will still greet you with a smile and an amazing selection of sweet treats to make your day a little brighter.

Sarah Haertl is Vice President of Marketing and Communications for the three Aegis companies: Aegis Premier Solutions, Aegis Processing Solutions and Aegis Premier Technologies. She has a proven track record of success in marketing, communications and public relations and has served on the boards of numerous nonprofits. To contact Sarah, email her at

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