Ed Toner

Blog: Rebranding

This month we are introducing our new logo! Why?

Our brand no longer reflects who we are and our logo is just a small part of the overall branding initiative. The new logo is how we develop the visual elements that will communicate our new brand. Our brand is our reputation, and the new logo represents our dedication to continued improvements in Customer Service and Support.




The logo is simple and streamlined and represents our approach to daily operations. The color is a mixture of red and maroon (or as close to that color as the team would let me get) to reflect the topic of “loyalty” which I wrote about in my first blog.

There are many reasons why a group might consider rebranding. One of the most common reasons for undertaking a rebranding project is modernization.

Our modernization began a few months ago with the completion of Phase 1 of the centralization of infrastructure and infrastructure support. Restructuring our teams and our approach to service which includes our processes and procedures.

What we deliver – Technology – will not change. How we deliver is our rebranding focus.

How we deliver is how we interact with our customers and is an important part of our image. Think about how you and your group communicates. It’s as basic as making sure everyone knows what is expected.

Along with quick response and resolution of incidents and service requests, here are a few personal guidelines that I have put into effect over the years. They may appear to be simply common sense…….and they should.

  • If a customer or coworker leaves you a request via voicemail or e-mail, reply to the request within an appropriate timeframe. My personal goal is no longer than 24 hours, but always reply even if the message is “were still working on the issue”.
  • Turn on your email auto reply when you plan to be out of the office and provide contact information for others that can assist.
  • Pick up the phone and call the customer or coworker whenever the topic is time sensitive or there is a possibility that the receiving party might misunderstand your intention or position.
  • When you are communicating make sure your audience is aware that you're listening. Paraphrase what they are saying to you.
  • If you use acronyms, be sure you identify what the acronym means. Especially important when you are talking to a non-technical audience.
  • Finally, Let your customers know what you can do, not what you can't do.

Technical expertise is always something we personally strive to obtain and should be proud to exhibit; however, having technical knowledge is not a substitute for Excellent Customer Service.

As always, thanks for your continued service to the State and the Citizens of Nebraska.


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