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Synopsis:

Synopsis

Project Scope:

  • Brand positioning & strategy
  • Team Discovery Facilitation
  • Visual identity rebrand
  • Launch strategy development
  • Website strategy & design
  • Marketing & Sales collateral design
  • Print management

The Story:

Innovation Networks is a managed services company specializing in managed IT, cloud and network services.

When the new owner took over full control of the company in 2008, it came with a tired and misaligned brand.  Though Innovation Networks had a sound reputation for great service and providing solid IT solutions, the current brand did not effectively represent the energetic culture of the new leadership.


Challenge

The new leadership team was facing a series of brand related, business challenges: 

  • To rebrand the organization without alienating existing clients and their internal team
  • To capture the essence of the new owner’s vision, their existing team culture and what makes Innovation Networks unique
  • To create a differentiated positioning and a visual identity that would stand out amongst other strong players in their market

Together with Innovation’s Marketing Director, we created a strategic approach to revitalizing their brand that involved their leadership team, managers along with input and feedback from their staff. The overall objective beyond rebranding was to ensure that client and employee retention remained strong through this brand and ownership transition.


Solution

Collaboratively, through a series of workshop sessions, we crafted the vision, mission and values that would propel Innovation Networks powerfully forward as a team. Working with the marketing and sales teams we developed a crystal clear picture of who their ideal clients were and developed concise profiles to make it easy to target the business owners they wanted to start conversations with.

Next up, we developed a differentiation strategy, their core messaging and tackled the revitalization of the tired visual identity and lack lustre sales and marketing tools to bring to life the new owner’s vision.

Innovation Networks’ clear differentiators was their energetic and extra-passionate people oriented team that is focused on relationships and level of client care. They understand that in a very technical, hardware focussed industry it’s very easy for a business owner to be overwhelmed and purchase unnecessary equipment and services. The Innovation team is committed to helping business owners understand and make educated decisions regarding their IT needs.

This clear differentiator was what inspired their new visual identity.

The Innovation approach is akin to a breath of fresh air for business owners. Our goal was to convey this through the design, colours, fonts and overall feel when designing their new brand identity, which was enthusiastically received by the whole innovation team. It was something they could all be proud of.


Impact

With a solid vision and company positioning the internal team could rally behind and share enthusiastically with their clients and partners, the Innovation Network’s revitalized brand was launched and brought to life by their people.  

The launch of their new brand was received well by existing clients, as they could see that Innovation Network’s team was re-energized. The commitment to this rebranding conveyed to them the desire to be authentic, forward moving and to take the company (and their clients) to the next level in service delivery and care. 

Their sales team stepped out confidently into the market able to start new conversations, equipped with a targeted set of marketing and sales tools. The inclusive approach to this project and resulting new bold, energetic brand and identity provided the confidence this company needed to step up as a serious competitor in their market. 

 

The Summary:

Original Pains/Challenges:
  • A tired brand lacking inspiration and energy
  • Fear of alienating staff and existing clients with a rebrand
  • Unsure of how to differentiate in a crowded marketplace
  • The desire to stop competing on price
  • Lacking the ability to start conversations with the right people
How We Helped To Resolve The Pain:
  • Integrated feedback from entire team creating trust and buy-in for moving ahead
  • Crafted an inspiring vision and mission with the leadership team
  • Built Innovation’s brand positioning and strategy
  • Brand identity design and development
  • Created fresh new sales and marketing collateral needed to grow marketshare
  • Designed and launched an inspiring new website
ROI:
  • A revitalized brand that created a fresh new look, inspiring their team and existing clients
  • Increased in sales team confidence and credibility
  • Moved Innovation Networks back into a competitive position in the market
  • Sales team is equipped with marketing and sales collateral to make it easier to close sales
  • Market share & new customer acquisitions increasing year over year

Praise:

They created a brand that speaks to the people we want to be in conversation with. We came in with a different set of expectations than what we were left with. We thought we just needed to ‘spruce up’ our logo, sales tools and website. Karley helped us see the value of brand strategy and get clear on how we wanted to be positioned in our crowded market space. Seven years later, we still turn to Karley for strategic advice, and we still get compliments on our logo, business cards and unique presentation materials.  Call Karley, she’s the best!

~Andreas Karakas,  President, Innovation Networks

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