After a quarter century as a field leader, most companies would never entertain changing identities. But recognizing the need to pursue growth in cybersecurity, Total Technology Solutions, the Melville, NY-based IT provider required a rebranding/remessaging program that upgraded their market face from head to toe. This was necessary because cybersecurity issues such as ransomware and phishing attacks were multiplying and IT needs were changing daily.
Recognizing that most of Total’s clients and prospects were unprepared to meet new cyber challenges, the door was opened for Total’s Layered Defense, a comprehensive multi-level system designed to combat cyber invasions.
The repositioning of Total’s identity involved a subtle but critical name change. PMG’s strategy morphed Total’s identity, substituting the broader based “Total Technology Solutions” for the no longer accurate “Total Computer Group.” Now Total had a name that was representative of it’s new leading-edge cybersecurity solutions.
The tactical marketing program began with marrying the visual (football defensive line) with the verbal (Total’s Layered Defense) and unveiling the services to existing clientele first, with subsequent reach beyond traditional geographic boundaries. Along with the verbal reengineering, the new identity came full cycle with dynamic design. The new logo symbolized how Total sees itself, and its relationship with clients and the IT world.
Since the client commitment didn’t change as much as it expanded, the new branding was carefully and cohesively unfolded across the board…a new, dynamic website (www.total.us.com), retooled collateral, a regular email program including a topical newsletter…all supplemented by public relations outreach to key geographic and demographic market segments.
Messaging was also vital. Clients and prospects needed to understand the advantages of the anti-hacking cybersecurity solution in language they could absorb and appreciate. The resulting balanced messaging was intelligible in boardrooms and backrooms alike. It was melded into the outreach campaign as well as all internal educational efforts.
The strategy-driven tactical marketing plan hit the ground running, and surveys and metrics indicated deep penetration into existing markets and into new geographic markets. The new positioning removed any confusion with Total being a computer repair company and repositioned it as an innovative IT leader respected for proprietary cybersecurity solutions against cyberattacks, phishing and ransomware, and the Total Layered Defense graphic approach, galvanized the Total brand within the industry.
