The Sinclair Group, an operations performance management consultancy, approached Axiom for help with brand strategy. Sinclair Group Consultants had developed a new methodology for creating performance transformation plans, and wanted to both brand the method and refresh its corporate brand and messaging to manufacturing, supply chain and industrial customers. Sinclair needed to upgrade its identity and create a sophisticated brand presence that could stand up to global, mature brands like their competitor McKinsey.
We started the initiative with our proprietary process, THE AXIOM™ Marketing Strategy Profile. Through guided discovery sessions and interviews with senior management, the company’s positioning, differentiation and key selling messages were defined. As part of the brand refresh, Axiom crafted the positioning line “Insight to Extraordinary”, named their methodology “Insight IQ” and developed the story for educating customers and creating awareness for Sinclair Group Consultant’s new differentiated offering. The branding was launched with a new responsive WordPress website, sales presentation, capabilities brochure and a series of training modules.
“It is a delight to work with Axiom. We value their professionalism, leadership, responsiveness, and of course their design and technical capabilities. We truly see Axiom as an extension of our team and look forward to future collaboration.”
– J.J. Sauter, Senior Marketing Manager
THE AXIOM™ Marketing Strategy Profile is both a process and a deliverable — and it serves as the foundation and guidance for any subsequent, fundamental branding initiatives. Through this process, THE AXIOM identifies the brand truths of positioning and persona. THE AXIOM often also provides a customized tactical rollout plan to support and nurture the resulting new brand.