telling your brand story: a case study

[double b] design + copy919.454.6775 • [email protected]

CASE STUDY

T E L L I N GY O U R B R A N D S T O R Y

A C A S E S T U D Y O F R E I N V E N T I N G A C O R P O R A T E V I S I O N A N D C O M M U N I C A T I N G Y O U R B R A N D S T O R Y T O S T A K E H O L D E R S A N D P R O S P E C T S

[double b] design + copy

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CASE STUDY [double b] design + copyWHAT IS A BRAND STORY?

Your brand is much more than your company logo, a catchy

campaign tagline or even the words you use to talk about your

company. In fact, your brand is not even controlled by you, but

is the sum perception of those who know about your company—

your product or service. But your brand story can be the foundation

for your brand and the key to your future growth, because your

brand story can influence the perception of those who hear about

you for the very first time, and every interaction thereafter. Your

brand story then, must resonate with your audience in an inspiring

and authentic way.

Get your brand story right, and your company and brand can thrive.







CASE STUDY

4

We see the need to reinvent ourselves to ensure success

“

ONCE UPON A BRAND

What does a company do when the

market has changed so much that its

current vision and offering is no longer

viable and competitive?

The smart leader must reinvent the company

in order to survive.

That’s why Patriot came to me.

And thus was born a new brand story enabling the company to thrive...happily ever after.







CASE STUDY IT STARTED WITH A VISION

Patriot leadership came to me with a new vision and a goal. But they had no

idea how to communicate their mission to stakeholders, employees and then

to the market. They needed help to define the story.

Through the years Patriot had evolved into two types of offerings: 1) contract

manufacturing for software and hardware and 2) cybersecurity professional

services and consulting. Trying to be both was confusing and diluting their

resources and marketing efforts.

The new vision was to become unlike anyone else in the marketplace: an

Amazon-like marketplace for vendors, resellers and contract purchasers of

high-tech products of all kinds with a specialized industry expertise offering

comprehensive market-development advantages. Their new service focus

would be all about taking the product idea from concept and build to sales

and beyond...







CASE STUDY SOMETIMES THE STORY STARTS AT THE END

To develop a story it helps to know where you’re going; what is the

outcome or happy ending? So, with Patriot, we defined the happy ending

as “business success”. That’s what everyone wanted.

Vendors want to build and sell their product like hotcakes.

Resellers want more scope in their portfolio so they can market and

sell more products for profit.

Contract purchasing agents need to fulfil their customer requests by

sourcing the very best manufacturers who are experts in their market and

who offer competitive pricing with exceptional support, training and

distribution channels.

Patriot offered success to all these “customers”. Likewise, Patriot’s business

was renewed; their employees would be secure and happy. Win-win-win!







CASE STUDY BUILDING THE BRAND STORY

This “end result” became the seed for the brand story we needed to tell.

With the theme of success, the brand tag line became:

“From concept to completion, see your technology soar!”

Patriot would be defined as a “business acceleration service” company,

speeding up the process of bringing a product to market and facilitating

the success of other companies who support the sale of that product.

That brand story took on several different versions depending on the

audience we were talking to, but the brand elements, once defined,

remained consistent.







CASE STUDY DEFINING HOW PATRIOT BRINGS VALUE TO CUSTOMERS

Leadership offered this... ...which evolved to this... ...and this.

Business Acceleration ServicesFrom Concept to Completion

Engineering • Logistics • Channel

www.patriot-tech.com

Innovate

Integrate

Accelerate

The development of the visual language went

something like this:







CASE STUDY DELIVERING THE MESSAGE

To sell the vision to inside stakeholders we used

inspirational imagery. And, we made sure to

address employee concerns up front.

When communicating a new vision and brand story to

inside stakeholders, be sure to address questions like:

• Why are we doing this?

• Will it make a difference?

• How will it impact my job?

• What is the path to get us there?

In delivering a “change” message, be sure to also include issues like:

• Top-down management support, and means of communication

• Milestones and metrics you’ll use to measure goals and success







CASE STUDY THE INTERNAL PRESENTATION

Patriot: May 2016

8

Will this make a difference?

Yes!§ This change allows us to deliver a clear and unique value proposition to prospects§ This change aligns our core capabilities and strengths to maximize opportunity for growth§ Value of an integrated service organization is greater than the sum total of it’s parts

15

The future looks bright

3

Patriot has been at odds…

Security Reseller 02

Manufacturing 01• Product Support• Product Fulfillment• Product Manufacturing• Product Branding• Product Design

• Channel Registration• Professional Services• Training• Reseller & Channel Distribution• Sales Operations

…with itself!§ Fragmented business units and focus§ Confusion within and to the market; who is the customer?§ Despite our best efforts, we’re going nowhere§ Market is leaving us behind







CASE STUDY FROM ROCKETS TO EAGLES

Leadership was sold on the “soar” concept but we had a hard time getting

complete buy-in on the rocket. I explored many styles and versions, and

then it seemed like suddenly there were rockets everywhere in the marketing

world—in ads and logos and start-up messaging. In the end we switched

gears and went with a stylized eagle, which related closer to the original

Patriot brand, and was an easier “sell” internally.


D E S I G N A N D C O P Y

BRANDING FOR:

Rockets:



BRANDING FOR:

Rockets:







CASE STUDY AN EAGLE... (NOT A GOOSE OR A DOVE... EEK!)







CASE STUDY THE BUSINESS CARD

We devoted time up-front on the business card because we were essentially

ironing out all of the brand elements in the process. We even debated the

need for traditional cards at all in this digital age. Do people even use them

any more? What should it communicate?

In designing your card, answer the hard questions:

1. Who will use your business cards and what is its main purpose?

Modern options include a focus on social connections with an emphasis

on trade-show use; explore smaller, unusual sizes.

Innovate, Integrate, Accelerate... PATRIOT Business Acceleration Services

Steve KeefePresident & CEO “Chief Rocket Scientist”

301-695-7500 410-736-8488 [email protected]







CASE STUDY Another essential theory is that a business card, even in today’s market, is

a refection of your brand first and foremost. What does it need to look like to

communicate that? Does it tell your brand story and stand out as unique?

This two-sided, accordion card folds to a small, square card.

Corporate Office:51 Pegasus Court, Suite FFrederick, Maryland 21704Toll-free 1-877-721-8791

[email protected]

Steve KeefePresident & CEO“Chief Rocket Scientist”

office: 301-695-7500 mobile: 410-736-8488 [email protected]

BUSINESS ACCELERATION SERVICES

Concept to Sales at Light Speed

What we doPatriot is a technology services company focused on the acceleration of your business. We bring your product to market faster by leveraging our engineering, fulfillment and channel expertise while you focus on your core value. From concept to sales, we’ll make your idea soar.


Soar!

Accelerate

Integrate

Innovate

Corporate Office:51 Pegasus Court, Suite FFrederick, Maryland 21704Toll-free 1-877-721-8791

[email protected]

Steve KeefePresident & CEO“Chief Rocket Scientist”

office: 301-695-7500 mobile: 410-736-8488 [email protected]


Concept to Sales at Light Speed

What we doPatriot is a technology services company focused on the acceleration of your business. We bring your product to market faster by leveraging our engineering, fulfillment and channel expertise while you focus on your core value. From concept to sales, we’ll make your idea soar.


Soar!

Accelerate

Integrate

Innovate







CASE STUDY Discarding both of the preceding options, leadership decided to stick

with a traditional size, but we still had trouble deciding what was essential

content for the card.

When advising your client, avoid the pitfall of trying to fit everything!

Soar!

Accelerate

Integrate

Innovate

CONCEPT TO SALES AT LIGHT SPEED.

Steve KeefePresident & CEO

“Head Rocket Scientist”

[email protected]: 301-695-750

Mobile: 410-736-8488



We bring your product to market faster




Mobile: 410-736-8488



Concept to sales at light speed.

Accelerate

Integrate

Innovate

At Patriot, we’ll make your business soar with our engineering, fulfillment

and channel expertise, while you focus on your core value.







CASE STUDY




Mobile: 410-736-8488




Accelerate

Integrate

Innovate

At Patriot, we’ll make your business soar with our engineering, fulfillment



“Chief Rocket Scientist” [email protected]

Office: 301-695-750Mobile: 410-736-8488




Patriot will make your business soar with our engineering, fulfillment


Accelerate

Integrate

Innovate







CASE STUDY



Mobile: 410-736-8488

SEE YOUR TECHNOLOGY SOAR

Business Acceleration ServicesFrom Concept to Completion

Engineering • Logistics • Channel


Innovate

Integrate

Accelerate

THE FINAL VERSION

The final card included only the most essential content with a

clean and simple aesthetic. The business card exercise forced us

to refine the brand elements that would then be used on all other

pieces moving forward.







CASE STUDY COLLATERAL DEVELOPMENT

Concept to Completion

Innovate Integrate Accelerate

Contracting Officers: At Patriot Technologies, our focus is getting products to market faster. Find the security solution providers you need to fulfill your contracts quickly, before year-end budgets run out. With a wide range of security tools and the professional services, personnel and training needed to support them, Patriot has what you’re looking for.

Security Tool Sourcing:

Approved Federal Government Contracting: Small Business NAICS Codes:541519 Other Computer Related Services 334111 Electronic Computer Manufacturing 443120 Computer and Software Stores 423430 Computer and Computer Peripheral

GSA# GS-35F-4363D

NIH SmartBUY BPA# HHSN263201500125B BPA# W91QUZ-06-A-0005 (Websense)Maryland DoIT Commercial Off-the-Shelf Software (COTS) Contract 060B2490021-2015

We Accept IMPAC Visa Card

GSA Available:Bit9/Carbon BlackBlack StratusBlueCoatCatbirdCheck PointClouderaDT ResearchEIQF5

NetOptics/IxiaRoute 1/MobikeySkyboxSSHTownsendTripwireTufinVeracode

Open Market:DellEntrustHexis/WatchguardLenovoPaloAltoSuper MicroSysorex/AirPatrolTriumfant

Secure your year-end purchases from Patriot ...FAST!


FireEyeForcepoint/WebsenseForescoutFortinetGuidanceInfobloxIntel/McAfeeKapricaMobileIron

Patriot Technologies, Inc. • Phone: 301.695.7500 • Toll Free: 1.888.417.9899 • Email: [email protected] • www.patriot-tech.comPatriot Technologies, Inc. • Phone: 301.695.7500 • Toll Free: 1.888.417.9899 • Email: [email protected] • www.patriot-tech.com



Innovate Integrate Accelerate

A Unique Integrated Service Provider Unlike value-added resellers or integrated contract manufacturers, Patriot had a better vision of a “concept-to-sales marketplace” that serves vendors and resellers alike. By bringing more product vendors to the table, our vast and diverse pool of resellers have more products to market. And by building out our network of channel resellers, Patriot can source the perfect channel to sell our vendor’s products more efficiently and profitably. This win-win formula feeds both ends of the product-marketing funnel allowing businesses and sales to soar!

So whether you’re sourcing a manufacturer for your brand new product idea, or looking for a more efficient way to produce and distribute a tried and trusted solution, see what Patriot’s line of business acceleration services can do for you.

Engineering Services Patriot’s expertise lies in engineering design and manufacturing of diverse hardware and software products for the cyber security market , healthcare and other commercial markets.

Product Design (Electrical, Mechanical, Industrial)Cyber Security (Testing, Management, Audit, Compliance)Product Customizations & EnhancementsProduct Qualification & Certification TestingCompliance Management (TAA, Emissions, Safety, Environmental)Life Cycle ManagementProfessional Services (Pre/Post Sales Support, Configuration, Installation, Training, Management)DFX Design Review (Design for Manufacturing, Test)Supply Chain Management

CONTACT:Dewayne Adams [email protected]

Innovate Integrate AccelerateFulfillment Services We have the product experts to manage the life-cycle of your product from concept to longevity and help you integrate processes to streamline your business.

Assembly, Integration, Rack Integration

Custom Image Load, BIOS Configuration, & Testing

Branding

Supply Chain Management

BOM Control & Change Management

Build Schedule (Forecast, BTO)

Stocking & Same Day Shipping

Exporting VAT Management

Worldwide Stocking

Demo Pool Management

RMA Product Support Services

Worldwide Advanced Replacement

Worldwide RMA Repair

Multiple Geography Manufacturing

CONTACT:Amy Boyer [email protected]

Channel Services Patriot offers a vast network of channel resellers and is expanding all the time. If we don’t have the right reseller, we’ll find one or sell it direct. Channel partners have the patriot advantage of more vendors and the Patriot sales organization to help them succeed.

Order ProcessingRenewal ProcessingCredit & Cash Flow ManagementInformation System Integration Channel Development (by Vertical Markets, Geographies)Customer Data Base Development (Selling our Data)Marketing CampaignsContract Vehicles & TeamingMarketing & Training MaterialReseller Product TrainingSales Engineer SupportRegistration Program AdministrationSales SPIFF Program Administration

Company Valuation

CONTACT:Jackie Jevelle [email protected]







CASE STUDY WEBSITE DEVELOPMENT

The website redesign is likely to unfold next year. Meanwhile, we continue

to evolve the brand story and will consider how the website can deliver on

the long-term vision of Patriot as the ultimate, Amazon-like marketplace for

contract manufacturing and sales.



BRANDING FOR:

Website Designs:

Welcome to Patriot’s Concept to Sales Marketplace

INNOVATE INTEGRATE ACCELERATE SOAR!

Welcome to Patriot’s Concept to Sales Marketplace

INNOVATE INTEGRATE ACCELERATE SOAR!







CASE STUDY WHAT IS YOUR BRAND STORY?

A brand never really stops evolving as your company grows and

continues to respond to the market. How your brand is perceived and

how you deliver on your brand promises will impact your growth. Thus,

from time-to-time, every company must re-examine it’s corporate path

and ask: is my branding effective? Does it still resonate with my target

audience? Or does the brand story need a refresh?

When looking to define your brand story, find the ultimate happy ending

that only you can deliver. Then craft a message and visual language to

inspire and appeal to employees and customers alike.

That brand story will be uniquely yours and you too can thrive...happily ever after.








CASE STUDY


NEED SOME HELP?

Sometimes people outside the organization can more clearly see the path or how to best communicate it. And some of us love the conundrum of finding the right words and images that are uniquely yours. I know I do!

If you have a challenge and would like some help, please reach out and we can chat about it.

No obligation. Let’s just start, and see where it goes.




