Branding in a Crowded Market

The Challenge

BriteSky provided the most flexible, cost-effective, and secure enterprise cloud and cybersecurity services and solutions for Canadian businesses that were purpose-built for medium and large enterprises. In 2019, the company identified a need to overhaul its brand to reflect new market positioning goals. It needed an agency that understood its technology and its market, and could effectively translate that understanding into a new market presence.

The Approach

Aragona Agency provided the complete visual and content positioning services required to rebrand the company for its target market. Working closely with the marketing and senior management team, Aragona identified key positioning objectives, and developed a new brand framework and the associated positioning foundation that would position the company for the next phase of its evolution. Key deliverables for the complete rebrand leveraged all six of Aragona’s service areas to provide all the elements BriteSky needed, including:

  • Key messaging and positioning
  • Logo and branding creative
  • Website content writing, design, and development
  • Collateral writing and design
  • Digital marketing and social media content and design
  • Trade show content strategy, content, and design
  • White papers
  • And more

The Result

In 2020, the company launched its new brand in its target market and was able to meet deadlines for a new trade show program and key sales initiatives. With a refreshed image and clearer messaging and positioning, BriteSky was able to effectively reposition its value propositions with its target audiences. Along the way, it also managed to win awards for its new brand identity.

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