Marketing Success Story - Innovation Strategies

The Challenge

Digital commerce is a constant competition among companies to stand out in their sector. In the technology sector, it is probably an even greater challenge, since they are experts in the field. In such a competitive market in which everyone struggles to be the first one, one of the main problems for many technology companies is their focus on product sales, leaving aside their market positioning.

At Innovation Strategies they know very well how to carry out difficult technological challenges. Thanks to their experience and passion for innovation, the company achieved upscale clients. However, while becoming a technology company, the organization was not differentiated in the sector, so it did not stand out in the competition. The message they wanted to convey to the public was not defined, as a consequence their assets were not transmitted correctly and the company did not have a homogenous form to use through its different channels and formats.

In facts, it is vital for any business to create a differentiating message and transmit it through a good communication. On the one hand, employees must know what the company 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 convey the same values to all of them. For this difficult but interesting challenge, Innovation Strategies needed help from someone to find their unique features, define a clear message and transmit it through differentiated communication. This is why they counted on us.

The Solution

After several meetings with the management team and the rest of the departments and interviews conducted with clients, we were able to understand who Innovation Strategies was and what both its workers and buyers valued the most. We detected the need to make a brand change, update it and align it with the value proposition of the company. We identified their characteristics, taking this information and using it to work on a strong CDD strategy and branding with very strong values.

The solution we prepared for IS was the creation of a corporate profile, which allowed us to facilitate and standardize the communication of the organization. The contents of corporate profile consisted of a textbook for the company and another one for employees. The first book reflected the new corporate presentation of the organization, with information about its identity, its mission, features and clients, as well as the new IS claim (Beside, Behind, Beyond).

These texts were accompanied by a differentiating graphic proposal, based on the three claim elements that define the company's value proposal. The graphic proposal defined specific elements to achieve a coherent, homogeneous and global graphic image: typography, colors, reticles, compositions, iconography, etc. To simplify all this information for each of the members of the company, a corporate guide was prepared for the employees, so that they could apply use elements coherently in the company's website and all the other different formats (presentations, videos, etc.)

At last, the realization of photographic sessions of the staff was another decisive differentiating element, since it made the employees of IS be part of the new image of the company. These photographs showed their employees both at the workplace and during leisure time. These images were used, in the first place, to create a video with the Timelapse technique, which showed a day of work in IS, from the check-in of workers until they left; after, an interactive tape was designed on its website, where users could scroll through the tape and observe all employees with elements that defined each one of them.