Welcome though this attention was, it meant that Squiz had well and truly outgrown their old positioning of ‘Supported open-source solutions’. Not only did it lack relevance for their new audience, it had also lost its unique value: what was once an unrivalled proposition a few years ago had now been relegated to a generic feature as other providers had moved into the market.
What’s more, while the market had been busy doing its thing, the guys at Squiz had been busy developing a new skill set – one that was turning out to be more popular than a hot-dog stand at a darts convention. Almost without realising it, they’d developed a great line in web services (digital strategy, user experience, web design and build, training, cloud hosting and tech support), but – being the self-effacing folk that they are – they hadn’t been actively promoting it. So this hotter-than-hot offering was hidden away at the back of the business, playing second fiddle to the technology.
When Squiz came to Bc, they didn’t have a clear idea of what they needed: more a general feeling of having outgrown old clothes (you know the one?). The Bc team soon had their sleeves rolled up and were head-down, bum-up in the Squiz Stickler: First Bc needed to help Squiz come up with a new brand promise that was current, unique, meaningful and did justice to their extraordinary skill set. A brand positioning workshop got this nailed. Along with a detailed market review and insights gleaned from key people to find out what made Squiz unique (turned out there was quite a lot) it was all brought to life with a peachy new brand.
Next Bc helped Squiz look again at their business structure and how they were presenting their services. We re-jigged things in a way that made sense and presented most value to their market, and proposed establishing their web services as a separate arm of the business, and one to be shouted about: Squiz Digital.
Bc then ran a series of workshops for each Squiz product, pinpointing the unique features that made their products and services, well… just awesome… and weighing up how they stacked up against the competition. We provided Squiz with a ‘word bank’ and copy guidelines to help them shout this awesomeness from the rooftops.
While this was all going on we sat down with Squiz to help them bring their brand to life with compelling images, copy, context and examples, all delivered through their new website…