Finding relevance for a B2B brand
When TICRA approached CBC, they were already recognised as the market’s leading provider of reflector antenna and electromagnetic modelling software. However, their visual identity and digital presence didn’t live up to the same world-class standards. It was time to reinforce the brand position and sharpen the value proposition to support lead generation targets.
After researching TICRA’s target groups to gain valuable insight into their needs, drivers, and buying behaviour, CBC developed an impactful brand communications platform that elevated the business to an entirely new level.
A unique visual concept gave TICRA everything it needed to demonstrate market leadership and stand apart from competitors, showing once again the power of taking a highly complex proposition and distilling it into a clear, simple, and compelling message.
The new brand identity lent itself perfectly to a variety of formats, especially digital. The outcome has been well received as a shift from product-focused communications to a strongly customer-centric offering, and the new website has played a vital role in driving lead generation.
“What we do is rocket science. We were impressed with CBC’s ability to gain a strong understanding of our customers' challenges, and their focus on turning a complex proposition into a communication platform that our customers could instantly identify with,” said Dorthe Friberg, Marketing Manager at TICRA. “I am confident our new brand identity will help drive our business forwards for years to come.”
There’s huge potential for almost all B2B marketers to ensure their message is clearer and more relevant, and one that creates an even greater impact with target audiences. This is especially so if your business operates within a complex industry, like TICRA.
So, consider this: if it takes you more than one minute to explain your value proposition, maybe we can help.
Topics: Brand platform