Our proven approach to transformation
“I’ll be honest; when we first started working with Squaredot, I had no idea the kind of quality we would get from their consulting. Their approach was amazing. They performed their own research and brought back insights about our ecosystem vendors, the market as a whole—a whole bunch of info I wasn’t expecting. It was really impressive.”
Miriam Byrne, Operations Director for Triangle
Like many of our clients, Triangle was already a successful, established business with a proven track record in their industry. But Triangle got in touch because they were ready to build toward the next phase of business growth. As the bar for success is set higher, businesses must evolve to better reflect their past success, their expertise, and their future ambitions.
With established businesses there is a maturity to how they operate—evident in their in-depth knowledge of their business and competition, and their subject matter expertise—that is great to work with. When that expertise comes together with a specialist B2B marketing agency that knows what they are doing, transformational change is possible. It’s not unlike a great sports coach teaming up with a talented group of players who lost their way in recent years.
Business growth is one of the outcomes of this transformative process, but it’s achieved by laying down a brand foundation that makes growth both attainable and sustainable for the business. That foundation is at the core of what Squaredot offers our clients. Here’s a look at the process delivering this change.
Research
Whether identifying a better brand position, creating distinctive, engaging brand messaging, or developing an effective go-to-market strategy for the client, research plays a critical role in every phase of brand transformation. The insights drive and inform every step of the way.
Through in-depth desktop research, interviews with internal and external stakeholders and evaluation of the market, we developed understanding of the Irish IT market, Triangle’s target personas, and the buying cycles and purchasing influencers relevant to the market. This fact-finding research helped us uncover valuable insights that informed the new brand positioning and ultimately every subsequent part of this transformation.
Brand positioning
Based on the insights uncovered during the discovery and research phase, we developed a new brand position for Triangle that emphasised the company’s “infrastructure” expertise as a key differentiator for the company.
As an expert provider of services and solutions designed to support, optimise and secure hybrid infrastructures, Triangle’s core services deliver critical value for today’s enterprise organisations. We advocated for the company to shift its brand toward this new position.
Brand messaging
Innovation has an infrastructure.
In service of the company’s new brand position, we developed and recommended “Innovation has an infrastructure” as the new brand slogan, with a new supporting brand message: “The IT infrastructure and critical systems you put in place today will help solve the business challenges of tomorrow, paving the road towards your future growth.”
Together, the new tagline and brand message underscored the new brand position while aligning its service offerings with the innovative capabilities Triangle helps its own clients achieve.
Brand identity
An extension of the brand position, we developed a new brand identity and suite of brand visual assets to help build a strong visual brand recognition for Triangle’s brand.
This new brand visual language embraces a striking and impactful colour palette consisting of teal, navy and blue. This colour scheme, combined with triangular graphic patterns with clean lines, visually bring to life the brand positioning of IT infrastructure as the building principle of innovation.
New website
The culminating achievement of these transformational processes was the new Triangle website, bringing together the new brand positioning, messaging and brand visual language to create a new, engaging public face for the business.
Our website design and development process delivered a comprehensive and customer-first UX that incorporated the latest website trends and best practices, embodying the innovation that was now at the centre of Triangle’s brand experience.
View live website >
Go-to-market communications
We developed Triangle’s new go-to-market strategy to facilitate effective communications between the new brand and its target personas. This 12-month roadmap laid out a four-step process for bringing the new brand to the market in a manner that was controlled, efficient, and effective.
First, an internal launch was performed to educate and engage Triangle employees about the new brand, reinforcing alignment throughout the organisation. From there, we used customised communication blasts to educate an external audience, followed by personalised account-based marketing to leverage the influence of Triangle’s sales and marketing alignment.
Our customer-first communication approach allowed us to bring the brand to market at speed, delivering the right propositions to effectively reposition the brand and share its brand messaging to a wider, relevant audience. By the end of this brand rollout, Triangle’s new brand was able to reach the entire Irish addressable audience, growing its market presence and its lead generation capabilities.
Ongoing marketing & sales support
Following the launch of its new business website, Triangle continued to work with us in producing a complementary suite of marketing content and sales collateral.
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