Transformation to unlock business potential
Like many of our clients, Inpute was already a successful business with a proven track record delivering intelligent automation solutions for their clients.
Inpute’s reason for reaching out to Squaredot was aligned with management’s vision: in spite of its past and present success, Inpute had the potential to achieve far more in its future.
Realising this potential - in the form of new customer acquisitions and revenue growth - is always a top goal of the brand transformation process. But lasting transformation is only achieved by laying down a brand foundation that makes business growth not only attainable, but sustainable.
That brand foundation is at the core of what Squaredot offers our clients. Here’s a look at the process delivering this change.
Brand positioning
Through a series of collaborative workshops with the Inpute leadership team, we recommended a new brand position that emphasised not only Inpute’s ability to achieve “intelligent business flow” within their client organisations, but also the “effortless” nature of these new capabilities.
As a regional leader in intelligent automation solutions, Inpute’s value to its clients is the ease with which its custom-built solutions can help businesses achieve more by working smarter, not harder. And all this is achieved with minimum interruptions to their day-to-day business. We advocated for this new brand positioning as the foundation for Inpute’s overall brand strategy, including its messaging and visual identity.
Brand messaging
Get in the zone
with effortless automation that just works
To reinforce the value proposition of Inpute’s new brand position, we developed and recommended a new brand slogan. This slogan emphasised the performance element of intelligent automation—putting businesses in a “zone” similar to the mental state of elite athletes, where performing at your best comes second nature—while positioning Inpute’s intelligent automation solutions as the effortless key to unlocking that potential.
We also documented this messaging—including the brand’s voice, how it speaks to its customers, and its sales messaging strategy—into a brand playbook available to Inpute as an ongoing reference. This playbook, along with sales templates and other resources, provided the company with a brand tool kit to guide future sales and marketing efforts.
Brand identity
An extension of the new brand position, we developed a new visual identity for Inpute that both depicted and reinforced its value proposition. This new visual identity included both static and dynamic visual elements to represent effortless “flow” enabled by Inpute’s solutions. A green colour palette and gradient effects were used to reflect the flow, growth and ROI that is achieved when working with Inpute.
“We might have been a bit sceptical about the benefits of ‘brand’ but we’ve come around to the Squaredot view of the importance of doing that. We wouldn’t have seen the value of that without their help.” says Inpute executive director Morgan McElligott.
New website
Inpute’s new website serves as a showcase of our efforts to transform the company’s brand. The new colour palette, design principles, tagline and brand messaging are all woven seamlessly into a modern business website suited to a regional leader in intelligent automation.
Our proven web design methodologies accounted for Inpute’s new brand position at every turn, resulting in a finished product that elevates the company’s reputation, supports a consistent customer journey, and plays a central role in helping the business achieve its new growth goals.
View live website >
Go-to-market communications
We developed Inpute’s new go-to-market strategy to facilitate effective communications between the new brand and its target personas. This roadmap documented a process for bringing the new brand to the market in a manner that was controlled, efficient, and effective.
“Learning where we should be allocating our resources across social media, account-based marketing, etc.—to have that kind of framework for understanding the channels and what we need to do was a useful map to have,” says McElligott. “We would have struggled to consolidate that knowledge without Squaredot’s help.”
Ongoing marketing & sales support
Following the launch of its new business website, Inpute continued to work with us in producing a complementary suite of marketing content and sales collateral.
