Let’s kick asset.
IT shouldn’t hold people back – it shouldn’t work against them. Our friends at ITS are out to prove that to the world by making IT work for people. Learn how we helped a world class team of seasoned IT specialists stand out in the crowded ServiceNow® partner world, untangle their internal confusion, and hit the market in record-time with a brand that wins attention and revenue.
The Three Leaks
Ever have a water leak at your house? They suck. When you get a plumber to finally look behind the wet drywall there’s often a serious issue with your pipes that needs to be fixed. The wet drywall can be patched, but if you don’t fix the pipe the leak is going to keep happening.
Your brand is the pipes of your business. A leak in sales, retention, clarity of vision, etc. is often a deeper brand issue. We found three main “leaks” in the ITS brand that warranted the need for a new brand strategy.
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The gap between values and the vision and mission of the business. The team wasn’t aligned and it was showing up in lots of areas.
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The differentiation gap. There was a gap in the market that ITS is currently in to differentiate themselves in a powerful way. It took us lots of strategic work and hours of discovery to get there, but we found it. When we did, the lightbulb went on for everyone.
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The articulation gap.
A brand needs to be something that everyone on a team can clearly articulate. There was a big gap internally and externally that revealed no one knew how to talk about what ITS does, or why it matters.
Acronyms are tough enough as it is. When your logo is an acronym that doesn’t even have a meaning, that’s a whole different level of confusion that you’re introducing. The three leaks we mentioned above showed up other places as well, like the lack of clarity and meaning in ITS’ brand expression. We not only needed to modernize, simplify, and take ITS’s logo to the next level, we needed to find out what makes them unique and reflect that in the meaning of the letters, I, T, and S.
ITS has built a reputation of being asset specialists. That reputation is something that has not only earned trust between them and some of the world’s biggest companies, it’s also something meaningful that they could use as part of their brand strategy. While everyone else is calling themselves a jack of all trades, we helped ITS stand out by helping them position themselves as true ITAM specialists.
Check out the logo animation we created which shows the evolution from their old logo, to their new and clarified brand.
Bringing the new ITS brand to life
Once we found their X factor – that key differentiator that makes a brand stand out from its competitors – it was time to get to work and start piecing together all the clarifying assets of ITS’s internal and external brand, which you saw a snippet of in the video above.
Keep scrolling to see more.
The results
Since the rebrand ITS’s business is up in lots of ways. Not only is the ITS team now super clear on who they are and what they stand for…their customers have a clearer picture as well. ITS has a compelling story to offer to the ServiceNow market, and a compelling value proposition that is helping them stand out from other elite partners. They’ve closed more deals, and grabbed the attention of a Fortune 500 brand almost immediately after we launched.
Need brand clarity? Hit us up.