Challenge:

Rebrand a 14 year old technology company that was successful through their partnerships with larger companies but did not have a strong brand of their own. In addition, the company was launching several new services and needed to make sure their new branding aligned with their expanded market offerings.

Solution:

• Interviewed key stakeholders, conducted employee & customer surveys
• Developed buyer personas/pain points & corresponding company value statements
• Competitive research & SWOT analysis
• Developed unprecedented #tekVizionVerified Guarantee (a guarantee of interoperability between products verified by the company similar to the “Good Housekeeping Seal of Approval”)
• Message testing with analysts
• Developed messaging primer with key messages, proof points and elevator speech
• Outsourced & managed development of new corporate identity
• #tekVizionVerified Guarantee launch

Results:

The #tekVizionVerified Guarantee provided the company a clear position on which to build a brand (the guarantee = trust) and launch new services on.  It gained very positive feedback from partners, customers, analysts, media, and enterprise customers. Several major technology companies and service providers put links to the company’s website which was  launched to search for #tekvizionverified products on their own website. Over the first 6 months following launch, web traffic was up 162%, PR impressions rose an average of 400%, twitter impressions 500% and blog impressions from 0 to over 15,000 impressions.