Branding is your most powerful marketing tool, and is so much more than logo design.
When ambitious tech start-up Quanika was looking to take a major step up in the market, its founder and CEO turned to TMF for help.
Quanika needed to achieve an impressive launch, with the aim of collaborating with global, established tech partners and distributors, and a longer term view to signing up multinational customers for multi-year contracts. But to take the first step – and to reach wider audiences beyond the management team’s established networks – the company needed confident branding that would resonate with the security buying chain and senior corporate end users globally.
It also needed to cut-through in a crowded market dominated by established players in a sea of traditional hues of blue, synonymous with the security industry.
TMF was challenged with the task – starting from scratch and creating the perfect brand identity to let Quanika carve out its space in the market.
Our challenge was to create an identity for Quanika that went beyond the conventional security and safety colour palette already widespread in market – to demonstrate the core values of the brand, and the company’s innovative approach underpinned by decades of experience in security technology.
We developed a strategy guided by tried-and-tested creative processes, starting by understanding Quanika’s values, purpose, goals and ‘perfect customers’.
Step by step, we worked with Quanika to define a clear mission statement, USPs, understanding of target markets, and brand values. Guided by this insight we built a distinct and powerful new corporate identity for our client. We developed comprehensive brand guidelines that now included everything from logos, photography styles and treatments, fonts, and colours, to tone of voice, with examples of the brand in action.
TMF’s brand guide and foundation assets – including home and web pages, social media channel branding, business cards, social media graphics and other core essential graphical elements – have provided the foundation for more confident, consistent, and effective marketing campaigns by Quanika, year after year.
The colour palette helps Quanika stand out from a sea of blue, with a distinct offering that draws visitors at events and exhibitions. It defines Quanika’s futureproof security and safety management platform, with software solutions for small and medium business up to large corporates. This modular approach and commitment to integration is reflected in the logo, along with a photography style focussed not just on technology and key vertical markets but on the people and users that benefit most, including security control room operations, security managers, and executive boardrooms.
The company has continued to grow, rising from new-entrant to trusted supplier with strong brand recognition in the market for integrated security, safety, and visitor management solutions and an unprecedented number of off-the-shelf integrations with third-party vendors.
It all starts with creating a powerful brand identity. Get it right, and everything else follows.
Ready to use our industry knowledge and contacts to raise your profile and boost your sales? Contact us today to find out more.
