A solid brand strategy can be very helpful when attempting to create a position shift and influence outside perception of your company. In this case, an enterprise communications and workflow management firm—known primarily as a solution provider—wanted to be also perceived as a services firm with valuable strategic insight.

This effort also marked the client’s first foray into developing a comprehensive brand strategy. As such, it was an exciting opportunity to tell the story of the firm’s unique value as had never been told before. During STA’s relationship with the client we provided:

• Strategic orientation to the purpose and function of a brand, particularly in regards to marketing services and methodologies
• Team discovery sessions to identify and prioritize company differentiators
• Development of a brand position statement that expresses the promise and essence of the brand
• Development of a brand messaging architecture, including primary messages directed to current/prospective clients, employees, and partners. The architecture also anticipates objections that might be raised by each audience and provides responses with proof points.

The result of these initiatives is a durable brand strategy that enables the client to tell its story in a clear, compelling, and consistent manner. It will also serve to shape outside perception of the firm as a strategic-minded service provider.

The client will use the brand strategy to revitalize its business development and marketing efforts. For example, the brand strategy will guide the development of valuable web content and presentations to improve lead generation and support/shorten the sales cycle.

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