Novinium Brand Strategy and Activation

Catherine Carr
Mar 18, 2017
3 min read

Updated: Nov 20

How we helped the undisputed innovator in power cable rejuvenation expand their product offering and re-energize their communication.

Photo by Nikola Johnny Mirkovic on Unsplash

Kent, WA

Mechanical and Electrical Engineering

Focus: B2B, Internal

CONTEXT

Novinium was at a critical juncture, with well-established market leadership but increasing competitive pressure and an expanded product offering that made its current messaging obsolete. Vitamin C helped Novinium expand its vision, bring its unique brand story into focus, and overhaul its messaging, marketing materials, and website content.

Novinium was at a critical juncture, with well-established market leadership but increasing competitive pressure and an expanded product offering that made its current messaging obsolete.

VITAMIN C SERVICES

Brand Strategy

Stakeholder interviews
Customer research
Brand audit
Competitive analysis
Brand archetype analysis and recommendations
Development of brand purpose, position, and pillars
Development of detailed messaging matrix
Development of voice/tone guidelines and brand vocabulary

Brand Activation

Recommendations for revised site structure, content strategy
Creative direction
Development of concise brand story and brand-driven formats for case studies and leadership team bios
Detailed brand and content guidance to bring the new strategy to life throughout all website content as well as sales scripts, brochures, trade booth design, ads, email templates, and press kit materials

MOMENT OF CLARITY

Novinium had typically emphasized its proprietary cable rejuvenation processes and patented fluids in its communications, but over time their offerings had become complex, making it difficult for potential customers to differentiate and understand the benefits. When we spoke to customers and analyzed testimonials, it became clear that what utilities of all sizes valued most was Novinium's expertise as a partner in recommending the optimal combination of processes and fluids for each project's network condition, technical challenges, climate, and budget.

Over time their offerings had become complex, making it difficult for potential customers to differentiate and understand the benefits.

This key insight shaped the brand strategy, where we elevated the idea of Novinium as a full-service cable expert, with fully customizable as a key pillar.

We also completely restructured the company's signature Cablecure offering, shifting the emphasis from products and processes to services, with a radically simplified good-better-best scheme.

We completely restructured the signature Cablecure offering, shifting the emphasis from products and processes to services, with a radically simplified good-better-best scheme.

CREATIVE INSPIRATION

CEO Glen Bertini jokingly inquired, before a two-hour leadership team review, if there would be ponies. Vitamin C rose to the challenge and reframed the brand archetype exercise using evocative images of horses to bring the spirit of each archetype to life.

Creative Commons licensed image by chanelchat Rachel

View Novinium Brand Archetype Workshop (with Ponies!)

We had a rich discussion around the implications and opportunities of rebel, explorer, magician, and hero for Novinium. The team ultimately aligned around hero in recognition of the company's electrical linemen, who quite literally put their life on the line each day to keep power flowing to those who depend on it.

The team ultimately aligned around hero in recognition of the company's electrical linemen, who quite literally put their life on the line each day to keep power flowing to those who depend on it.

CONTENT CLIP

This one-paragraph version of the revised brand story captures the courageous, capable essence of the hero archetype and incorporates the key aspects of the Novinium brand: full-service partner, proven performance, low-impact delivery, and fully customizable.

HAPPY CLIENT

"Catherine coached us through a fantastic brand transformation that helped clarify our messaging and to convey value across a broader group of stakeholders. I learned a ton from her regarding the importance of simplifying language and clarifying what we stand for. We built out foundational brand pillars and developed a complete brand framework that came alive in our new website and sales and marketing documents. In a few short months, we expanded our value prop to resonate across a broad spectrum including engineers, financial project managers, and C-level executives.

Catherine pushed us outside of our comfort zone and as a result, enabled us to break through to a whole new group of customer champions. She was an excellent steward of the resources we had allocated and a great sounding board, with a deep pool of experience to draw from. It was a joy working with Catherine and I would recommend her with the highest appreciation for what she helped us accomplish." Chris Sams, VP of Sales and Marketing