Making a technical offer tantalisingly tangible
Specialist installation company ASH Projects knew their offer was second to none, but were struggling to communicate it in anything but the most technical terms. We helped them to create a benefits-driven brand narrative and re-wrote their website to make it interesting and compelling to their many audiences.
ASH installs software and systems into large retail environments. The kind of stuff that lets store managers see how people are moving through their stores, where staff are typically needed, and customers’ purchase patterns and preferences. It also allows retailers to manage huge volumes of data.
When the organisation first contacted us in 2012, their offer was highly technical. Yet their proposition needed to appeal to non-IT specialists – like marketers and customer experience people.
Brand story – the platform
The team is rightly proud of the very high levels of customer service it offers. But there’s even more to ASH than its outstanding customer service.
At brand workshops with the ASH team, their love of retail shone through. They’re interested in what their clients want to achieve, and always work in clients’ best interests. Their offer is joined up and closely documented. And because they completely “get” retail, they work with minimum disruption – usually guaranteeing there’ll be no downtime for their clients.
We took all this information and distilled it down into a differentiating story based on the line: Closer to your customer.
Because when retailers work with ASH, they’re getting the technology that will give them a joined-up view of their customers’ preferences, behaviours and purchasing.
We encouraged ASH to move from a technical, features-focussed style of communication towards a more benefits-driven approach.
So rather than launching into specific technologies, ASH now describes its activities more tangibly, with clear signposting like:
- At head office
- Through the store
- At the checkout
This makes their offer relevant and tangible to a much wider audience. We rewrote the company’s website in this way.
We also worked closely with ASH’s preferred design partners to help them interpret the brand story visually.
ASH didn’t want to radically change its visual identity, so we helped to make sure that it evolved to convey connectedness and closeness to customers. We also wanted to be sure that navigating ASH’s new website was as easy as working with them.
Since their new brand identity and website have launched, ASH have opened an office in the USA. They’ve been able to tell their story easily at events including the National Retail Forum in New York. And their business goes from strength to strength.