Challenge
When Intengo first reached out to me, they thought they needed copywriting help. Their marketing content wasn’t clicking with their customers. It was too wordy. Too academic. Too boring. As a consultant, it’s my job is to ask questions that my potential clients may—or may not—have considered before. This discussion helps us figure out if we’re a good fit for each other and what the key issues are. After I asked the team at Intengo some deep questions, they took a step back. They realized their copywriting was a symptom of a bigger issue. They actually had a brand identity issue.
Solution
The first step was to figure out what made their business special. My approach included: Conducting interviews with clients and industry experts to get their perceptions of the company. Evaluating Intengo’s competitors to see how they position and talk about themselves. Holding a strategic workshop with Intengo’s executives and key employees to uncover differing opinions, discuss the team’s ideas and build their buy-in. It all came together in an exciting, new brand message platform—a detailed document complete with their essential marketing messages, brand personality and customer personas. It’s a tool to guide all their marketing and sales efforts. Every rebranding project has big “ah-has,” and this one was no exception. When Intengo first approached me for copywriting help, they were positioning their innovative new product as part of their parent company’s brand. The parent company served a very traditional and conservative audience. Many on their team were adamant about keeping it that way. But after my discussions with Intengo’s ideal customers and industry experts, the team had a huge “ah ha.” This approach was holding them back. Why? Because their parent company’s conservative identity didn’t appeal to Intengo’s ideal customers: risk takers. It was an eye-opening revelation for the team. This insight helped them realize they needed to rename this part of their business. It also opened their minds to how bold and different the Intengo brand could be, so they could really engage their ideal customers. So there we were with this monumental “ah ha,” this amazing message platform, and this shiny, happy team… Then what? Intengo realized there was much more I could help them with in rebranding. They asked me to continue as their guide, helping them create their new name, new look and new marketing content. I like to make it as easy as possible for my clients to turn their strategies into effective marketing. In this case, I introduced Intengo to an experienced naming consultant and a talented graphic designer who could help them push the limits. As for their new content, I crafted their tagline and their most important marketing content. Collectively, it was a wonderful collaboration. Our naming consultant created a strong list of name options. Then, my client used their own innovative research methodology to pick the right name for their business: Intengo. They used the same approach to select their new logo. With their new marketing in place, there’s been one more reason that Intengo has more more than doubled their revenue. Quite simply, they’ve fully embraced their new brand—from what they say to prospects, to the experience they deliver to their customers. And they’ve pushed to get their message out there—getting on the speaker circuit, attending trade shows and proactively marketing to their prospects. This is so essential for success! When the team went to their first public event—an industry conference—they got a ton of positive feedback. They created buzz. They had attendees coming up and saying, “We keep hearing about you. We had to come and find you!” There’s also a new energy at the company. Employees have become much more engaged, taking ownership of the brand.
Results
Intengo compared the six quarters prior to introducing the new brand to the six quarters after launching the new brand. They’d achieved a 750% ROI on their work with me and my strategic partners.
Vine Street Communications
Big brands. Small brands. And many in-between. My clients enjoy collaborating and are passionate about improving their companies. Would you like to attract your ideal clients? Warm up your message? Talk about your company with confidence? Let's...
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