Our task was to build two North American brands simultaneously, that would ensure business owners not only understand the technology of IoT, but also the potential (and significant) impact on their business, and bottom line. We would position ioticiti as the market leader.
Our work was comprehensive. From business consultation, to brand positioning, messaging, brand architecture and brand development. We started work by gaining clear understanding of the technology, business and customers of ioticiti through in-depth research. Our research experts created a study that was qualitative, quantitative and enhanced by one-on-one interviews. At the same time, we conducted a comprehensive analysis of the competitive landscape and market potential.
We identified early on that ioticiti needed two separate brands; a corporate brand for its network and a consumer brand that would supply the delivery of the network. ioticiti’s corporate brand would speak to an audience comfortable with the technology and already clear about its potential; the consumer-facing brand would market the technology to the identified business verticals.
The initial expression of the brand was digital, so once the foundation was established we designed and created two robust websites. The consumer-facing website was geared for sales, implementing a rigorous lead-generation and SEO strategy. The site has been built to support a rapid sales push into four lucrative business verticals, with a sequenced rollout across North America, and will expand to more than twelve verticals in the next 24 months.
Our work will allow ioticiti to cut through the clutter in the market and resonate with a message that is both clear and powerful. The two brands interlock seamlessly, support each other and share many of the same characteristics; simplicity, humour and a clear, friendly delivery of the offering. Importantly, they both look and speak like established international brands.
In October 2017, ioticiti simultaneously launched its network- and consumer-facing brands across North America.