Innovation Strategies needed to create a clear and unique message to stand out in the technology sector. We achieved this with a strong branding project and DDC strategy, with very strong values.
Innovation Strategies
Innovation Strategies is a Mission Critical Digital Services technology company that offers technological solutions to achieve business objectives. It is a successful company, partner of companies such as Microsoft, Oracle, Dynatrace and Amazon, and has recognized clients in the tourism and port sector. Its team specializes in the most advanced technologies, such as work on analytical models and process automation, rapid implementation of web or mobile applications, ideation and definition of digital products, among other services.
Its goal is to reduce technological complexity for its clients and maximize the value of their business in the world of e-commerce. The key to its success in the industry is in the values that its team is committed to: the commitment to achieve customer goals, its interest in the most innovative and creative solutions, its monitoring of the latest trends and methodologies, and above all its enthusiasm to improve and find the best solution for its customers.
The challenge
The solution
.Results
.The challenge
The digital commerce is a constant competition for companies to stand out in their sector. In the technology sector it is probably an even greater challenge, as they are experts in the field. In such a competitive market where everyone is fighting to come in first, one of the main problems for many technology companies is their focus on selling their product, leaving aside their market positioning.
At Innovation Strategies they know very well how to carry out difficult technological challenges. Thanks to its experience and passion for innovation, it has won highly recognized clients. However, the organization was not differentiated in the sector, so it did not stand out from the competition, becoming just another technology company. The message they wanted to convey to the public was not defined, and as a consequence their assets were not transmitted correctly, nor was a homogeneous message transmitted through the company’s different channels and formats.
For a business it is vital to create a differentiating message and transmit it through good communication. On the one hand, employees must know what the company’s message is, understand it and adapt to it in order to transmit it in a homogeneous way. On the other hand, customers are the best promoters of a business, so it is necessary to transmit the same values to all of them. For this difficult but different challenge, IS needed someone to help them find their differences, define a clear message and transmit it through a differentiated communication. And that is why they counted on us.
The solution
.After several meetings with the management team and the rest of the departments, and after having interviewed some of their customers, we understood who Innovation Strategies was and what both their employees and buyers valued. We detected the need to rebrand, update it, and align it with the company’s value proposition. We identified their differences, took this information and used it to work on a strong branding and DDC strategy with very marked values.
The solution we prepared for IS was the creation of a corporate profile, which allowed us to facilitate and homogenize the organization’s communication. The contents of the corporate profile consisted of a textbook for the company that reflected the new corporate presentation of the organization, with information about its identity, mission, attributes and customers, as well as the new IS claim (Beside, Behind, Beyond).
Along with these texts, the differentiating graphic proposal was included, based on the three elements of the claim that define the company’s value proposition. The graphic proposal defined specific elements to achieve a coherent, homogeneous and global graphic image: typography, colors, grids, compositions, iconography, etc. In order to ensure that all this information was applied equally by each member of the company, a corporate guide for employees was prepared, so that they could apply the elements homogeneously both on the company’s website and in its different formats (presentations, videos, etc.)
Finally, staff photo shoots were another decisive differentiating element, since they turned IS employees into the new image of the company. These photographs showed its employees both at work and at leisure. These images were used, firstly, in the creation of a video with the Timelapse technique, which showed a working day at IS, from the entrance of the workers until their departure; secondly, an interactive ribbon was designed on its website, in which users can scroll through the ribbon and observe all employees with elements that define each one of them
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Results
.Thanks to the creation of the corporate profile, Innovation Strategies has achieved a clear image, differentiating and that is transmitted in a homogeneous way through all its formats; In short, a success in its new method of communication with customers. This success is especially reflected in these points:
- A website that reflects the Innovation Strategies identity. IS’s website has the contents and graphic proposal defined in the corporate profile, so that the company’s values and identity are clearly transmitted through its website.
- Improved online positioning. IS has improved its position in organic searches thanks to the structuring, programming and contents of its website, designed from the beginning for a correct SEO positioning.
- A differentiated brand. The inclusion of employees as the company’s image has generated a closer relationship with customers, an image of trust and differentiation from the competition in the sector.
A differentiated brand
The inclusion of employees as the company’s image has generated a closer relationship with customers, an image of trust and differentiation from the competition in the sector.