REPOSITIONING BRINGS OPPORTUNITY TO AN EMERGING
BUSINESS COMMUNICATIONS TECHNOLOGY COMPANY.

THE SITUATION

Xtel Communications is a specialist in the field of voice and data communications solutions, implementing smart communication solutions and serving commercial clients in the government, education, and business sectors. The brand had set next-level goals and needed more robust brand and marketing tools to achieve them.

THE ASSESSMENT

In a highly competitive industry, populated by communications giants with their ubiquitous presence, Xtel needed a way to effectively convey their portfolio of unique advantages made more valuable and cost effective by their size and personal, all-in-one approach to voice and data solutions.

THE SOLUTION

Our proprietary brand positioning process revealed that a more tailored messaging approach for each business sector would both enable Xtel to simplify and strengthen communications with customers. The Brand Leadership Solution® created a brand “voice” that was highly distinctive and centered on the brand line, “Communications to the power of X.”

 

Other Brand Leadership Solution® components in the full brand makeover were:

DISCOVER

  • Fact-finding internal review
  • Competitor analysis
  • Customer persona identification and analysis

DEFINE

  • Brand attributes, benefits, and advantages
  • Brand value proposition
  • Brand/customer connections

DIFFERENTIATE

  • Competitive brand positioning
  • Customer-focused messaging architecture
  • Design concepts including:
    • Logo redesign
    • Visual identity refresh
    • Website facings
    • E-marketing assets

DEPLOY

  • New logo
  • Updated graphic standards
  • Website
  • New messaging and communications

THE RESULTS

Xtel was able to achieve greater recognition in their universe of prospects within the industries they had designated as targets for growth. Increased leads and engagements were realized based on growth projections.

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Our Work

Client-centric. Purpose built.

Growth driven.
Award winning.

Who We Work With

B2B companies in every economic sector who want sustainable growth.

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right time. And the right
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