As a tech start-up, the original iCetana brand was created quickly and applied inconsistently. After 8 years, the company was expanding internationally from its original Perth-base, so iCetana approached Clarity to develop a clear brand strategy. The company’s CEO was particularly concerned that their brand and digital marketing activities were failing to position the company at an appropriate level with the world’s biggest technology, retail and transportation companies and Governments in North America, Europe and the Middle East.
iCetana wanted to position itself as a supplier of choice to organisations seeking innovative security technology, and to demonstrate that the company had moved beyond start-up stage to be sophisticated, well-resourced, and with the capacity to deliver world-wide.
iCetana’s innovative dynamic monitoring technology is based on the simple premise that it is impossible for humans to effectively monitor hundreds of security cameras in a control room. However, if technology learns what human behaviour to keep an eye on, then it will accurately identify and present a small amount of real security and operational risks to the control room operators so they can respond quickly.
The big questions we asked ourselves were: how to position the brand for success in a competitive global market; and how to balance a story about the creation of innovative/disruptive technology, while demonstrating the company was established and secure?
Clarity worked to strategically position iCetana for long-term success by focusing on the three core elements of all our branding strategies:
We made the iCetana story engaging, simple and compelling by emphasising what was exceptional about the company’s solution to a global problem. In particular, we took the emphasis off technology and instead focused on improving the security and safety of people in a changing global threat landscape.
We reviewed competitor brands and delivered iCetana a far more distinctive and strong visual style with greater consistency that can be found elsewhere in the sector, which primarily has a technology look and feel. The strong visual presence was designed to ensure that potential clients understood the company was substantive and no longer a start-up.
As a global company providing technology products, the new brand was designed for predominantly digital and electronic marketing uses. It was created to ensure a strong and consistent presence across websites, other digital media, and video. The visuals and story-telling were kept clear and concise to ensure it was easily accessible and understandable to a range of cultures.
Check out iCetana.com