IT Consultant Brand Strategy and PR Consulting
A tech business that gives back
Ascend Secure Technology is an established Microsoft Azure service provider for nonprofits, educational institutions, and small businesses. The owner’s business goals include gaining more credibility in the marketplace while attracting clients within his target industries. His existing brand identity was dated, and his messaging and content lacked focus and organization.
We performed extensive competitive analysis to identify industry leaders and help the business owner to understand how to pivot the business around a true brand voice with a modern image.
We designed a new logo, and then delivered a brand brief outlining the following:
- Value proposition
- Key stakeholders
- Core purpose
- Vision statement
- Primary & secondary target audiences
- Similar organizations
- Brand attributes
- Positioning statement
- Audience attributes
Coaching through mock interviews, editorial review, and preparation for publicity
The owner was being honored by CIO Review magazine as one of the 20 Most Promising Microsoft Azure Service Providers, a high honor in his industry and great exposure.
We coached him through mock interviews and helped him prepare, as well as marked up the article in preparation for publication.
Humanizing an IT firm with an owner reticent to show any ego was a significant challenge. But our coaching sessions unearthed his personal narrative of having started the firm following 9/11 and helping NYC businesses after Hurricane Sandy.
We helped him position the article around a brand story of being a longstanding New York City firm—with heart—specializing in cyber-security and emergency response.