Creating the Sector’s Go-Too Software Brand
Summary
Helping international investigation software company Altia Solutions accelerate their scale-up journey by creating the sector’s go-too brand.
Key Outcomes
Greater credibility with prospective customers, faster sales conversions and increased leverage in future acquisition discussions.
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Main Activities
Brand/communications audit, brand strategy, brand positioning, proposition development, identity design, graphic design and events.
Intro
Altia Solutions are one of the world’s leading investigation software providers. The organisation was scaling quickly and had aspirations to become the ‘go-too’ brand for its sector worldwide.
The company had achieved mixed results with more traditional marketing/advertising campaigns and were looking for new and innovative ideas which could contribute to their ambitious scale-up plans.
Naturally we were delighted to assist and worked incredibly closely with Altia over many years to help them achieve their goals.
This is how we worked together to create the sector’s go-too brand.
Emphasising Expertise
We were able to help Altia perfectly position their brand in the minds of customers, users and key decision makers by creating separate and distinctive brands for each of their individual software tools.
By creating 4 individual and different software brands (which would later be added too) for each of the different packages, we were able to emphasise Altia’s capabilities to their customers in the marketplace.
This was a strategy that was inspired by Microsoft/Adobe with their respective offerings.
Outstanding Brand Presentation
The outstanding quality and presentation of the Altia sub-brand identities were invaluable in positioning the organisation as the most credible provider in the sector. Such were the quality of their designs, they were subsequently updated three times over as many brand cycles and are still used to this day.
Boldly Ever-Present
Altia, additionally, were able to linger long in the minds of many of the people involved in law-enforcement with ever-bolder presentations of their offerings in what could be quite a conservative market-place.
Serving The Community
The creation and hosting of their own forum for the law-enforcement community, The Serious & Organised Crime Exchange (SOCEX) was a game-changer for Altia. SOCEX was an event that brought together the most influential people in the sector and was the ultimate brand-builder. These events, which run to this day, re-enforced their place in the minds of all involved in law-enforcement.
Bespoke Communications
Another contributory factor in building rapport those involved in law-enforcement was the production and distribution of a bespoke newspaper for conference delegates to read during SOCEX.
Tactical Mergers/Acquisitions
Finally, the merger/acquisition of strategically aligned organisations such as covert-intelligence systems provider ABM Intelligence also increasingly helped Altia Solutions (and the new Altia-ABM Group) galvanise its position as the technology company best placed to serve police forces and associated organisations nationally and internationally.
Involving The Team
Intensively engaging the entire Altia team at all stages of all of the brand-marketing processes was also invaluable in learning what was going on with customers/decision-makers and which activities to move forward with. It was also invaluable in building team-morale throughout this period.
Final Outcomes
Instant Credibility with users, customers, decision-makers and the wider community.
Strengthened Position in The Marketplace nationally and internationally.
Stronger Relationships with key decision makers in the sector.
Better Understanding of Software with prospective customers/users/buyers.
Easier & Faster Entry into new territories.
Greater Recognisability for Altia’s Products in the marketplace.
Accelerated Sales Cycles with prospective customers.
New Partnership Opportunities with other influential organisations.
Improved Brand Presentation across all communications.
Improved Team Morale as a result of creative presentations.
Stronger Leverage with future mergers/acquisitions.
Increased Company/Group Value on eventual exit.
Better Rapport with all involved in ‘law-enforcement.’
Testimonials
“THE LOFT was an integral part of the Altia story, we worked together for many years and they were instrumental in creating our global brand. They contributed to countless projects, worked across the entire organisation and provided real support throughout our business journey as a growing company.
They were a tremendous help, particularly in the earlier years, when our company’s growth was at its most rapid and things were changing every single day. They supported then, as they always have done, by contributing to the company’s strategies with great energy, insight and creativity. Always grounded in the commercial realities of what we were doing and always with the bigger picture in mind.
Good fun too, highly recommended.”
Ian Watson, Co-Founder & Managing Director of Altia Solutions
“We’ve been collaborating with THE LOFT for more than a year and in that time I’ve been mightily impressed, first and foremost with their enthusiasm and desire to understand our business. An easy option would have been to deal with the initial job in isolation, complete it quickly, and move on to another but Benedetto and his team instantly saw the bigger picture and opted not for the quick and easy choice but the more challenging.
Their willingness to challenge themselves and push the boundaries shines through in the physical work they have produced for us. From a total company and product rebranding exercise to more subtle marketing campaigns the material produced always surprises and delights me and consistently supports my teams activities to drive sales.
Working from the ground up and engaging everyone at Altia, the entire team at THE LOFT have built a strong understanding of our business which they apply to new projects, subsequently presenting the end product remarkably quickly and accurately.
Long may our collaboration with THE LOFT continue.”
Paul Miller, Sales Manager of Altia Solutions
“THE LOFT worked closely with the whole staff and developed a company re-branding that encapsulates the very being of the company. It was refreshing to be able to interact with all of the designers and have our ideas and thoughts taken seriously. A great experience!”
Ian Watson, Co-Founder & Managing Director of Altia Solutions