Standing out in a commoditised crowd
Starting life as a laptop supplier, TLCiTSolutions had evolved into a full service systems integration solution provider. They company approached Loa with the common issues faced by technology-based companies – a need to differentiate and compete beyond price in a confusing and commoditised market.
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Loa began by undertaking an extensive brand workshop including both senior managers and ‘coal-face’ workers to establish a firm understanding of the realities of the competitive landscape. An immediate need for a memorable name linked to a braver brand promise was identified. This brand promise had to focus on disruptive innovation; there was no chance of competing on product alone.
Competitor and consumer research revealed a unique buying state: clients felt they were living in the future, but were still to see and understand the real benefits of the new technology. Loa defined a brand promise that positioned the company as engaged consultants who activate specific technology solutions with measurable benefits. Renamed as Aliva, the new entity was presented with the provocative positioning, ‘Activate it’, bringing ‘backroom’ IT to the forefront of business and speaking directly to the pain felt by IT managers. This energetic declaration is supported by a lively identity focusing on the user benefits of technology, not the technology itself.
Ready to go
Aliva is set to grow as a new company with it’s award winning branding. Its radically differentiated brand has clarified vision – empowering customers to be market leaders by activating smart technology and digital tools in their companies.
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Services: Brand Strategy, Brand Positioning, Naming, Trademark Development, Brand Identity, Brand Management
2014 Best Brand Awards – Best of Oceania
The calibre of Loa’s work in defining and creating the Aliva brand was recognised in the 2014 Best Brand Awards, where it was named as the Best Brand for the Oceania region.
We chose Loa to help redefine our position, transforming our business name and brand. They were fantastic partners throughout the entire journey, providing ongoing support as and when we needed it. They truly understood our business, our people, what motivates us, and what differentiates us. We were delighted with the results.