please feel free to contact me or ask any questions that you may feel is relevant. Here is a Brand Identity Document that we put together this year that may be helpful... especially if you work with us on the rest of the marketing materials!
Scale Technology’s Brand Identity
We always talk about alignment and how important it is. If we don’t realign our brand periodically, it will continue out of alignment and our sales message will be different than our marketing message, our social content will send a different message than our blog articles. If we do nothing, each person in the public will all have a different perception of Scale Technology.
When we started 15 years ago hourly billing and hourly relationships were the best way to work any project. In general, when the specifications for a project are unclear, billing by the hour is the most fair arrangements for all parties.
As the industry progressed, we were one of the first to begin offering flat-fee IT service agreements. By offering flat-fee IT service agreements, our risk increased exponentially. But we knew that if we wanted to be seen as partners - and not just vendors - we had to modify our billing arrangement.
We equate it to hiring an hourly employee vs a salary employee. There is a certain level of trust that comes from a salaried employee when he tells you he needs to work an additional 20 hours this week. If an hourly employee asks for the same 20 hours, the boss typically needs to verify that it’s a necessity and that financial investment is worth the outlay of additional cash.
When you work with Scale Technology, you received the best, long term technology solutions. In fact, our clients don’t even think about the technology until they step into our strategic planning sessions. Our mantra is “Scale Technology focus on what we’re experts in - and let our clients focus on what they’re experts in.”
If you’re anything like our clients, before they met Scale Technology, their technology was a mess. They had too many vendors, no long term plans, and you know there is a better way to handle your technology. If you do nothing, you’ll continue to get the same results. You will continue to make a bigger mess. The technology will become more complicated and less streamlined. The one thing that was going to be the thing that was going to bring efficiency is going to be the bottleneck of your business.
We’ll - once again - you are right.
Our clients have built world-class companies and their technology follows suit.
We help our clients perform best-in-class because they allowed us to build a technology strategy for them.
That’s what we do now. We help build a technology infrastructure that allows your business to perform at the level you need. We build an infrastructure that stays up as much as you need it at a price that keeps you profitable.
Together, we dive into the details of your business. We develop a technology strategy and build a plan to execute. Then when it’s all said and done - we push cruise control.
The hero: Our clients that want to increase efficiency
The villain: Block hour sales man. Other vendors that want to sell them 1 solution
The passion: Implementing the most efficient technologies into your business
A. Tone and Voice
We are going to ignore everyone else except for our target market. That is Owner Owen. When we talk to Owner Owen, we get everyone else. So, we focus on Owner Owen.
We know that owner owen:
1) Finds cost-center vendors through referrals
2) Rarely is the one searching for solutions to a technology problem. Owner Owen is usually learns of new technology through a side note on
- “interest piece” on the evening news
- a 10 things you need to know about technology in 2016
- or a “this is what your competitors are doing at an industry event”
3) Isn’t trying to become an expert on technology
4) Wants someone that already knows his business/vertical
- Focusing on a specific vertical becomes more important for strategic growth
- Having opportunities to speak to industry groups is really valuable
5) Cares more about income than the expense of technology
6) Sees IT as a “cost center” and doesn’t want to invest a lot of time in it unless there is something new/competitive that is going to make his business better.
7) See Cloud and Mobile as a New/Competitive topic.
So we’re going to focus on building relationships with the topics that he wants
8) Articles will be industry specific and only go to those industries that we know they’re in. If they’re not in the industry, then we’re not going to send to them.
9) Articles will be written with a specific vertical in mind and include the vertical as a focus in the title, image, and content.
10) Our tone will be professional, competitive (do you want to be better than your competitor), and strategy based.
8) I think we need to all pass around our buyer persona and figure out which industry we are going to focus on this year.
B. Font, Colors, and Design Elements
These items are well developed now but we need to verify there is consistency. We will use CANVA.com to store the information and make sure it stays consistent. We will also make sure that all of our design elements
Since we changed our model we have always positioned ourself differently than all of our competitors. It needs to be clear. Either you do work with a us or anyone else. But, we have differentiated ourselves where it’s us vs. them.
We’re not an us-too company. When we execute one project, we need to tell them our brand positioning statement. We need to remind them that we don’t do random projects because random projects happen when priorities change. And, priorities shouldn’t change more than quarterly. And if they do change more often than quarterly - a new strategic meeting should be in place.
When you look at Gartners Magic Quadrant for IT - the XY Axis focuses on “Completeness of Vision” (X Axis) and “Ability to Execute” (Y Axis)
Quadrent 1 is STRONG Ability to Execute but Weak Completeness of Vision
Quadrent 2 is STRONG Ability to Execute but STRONG Completeness of Vision
Quadrent 3 is WEAK Ability to Execute but Weak Completeness of Vision
Quadrent 4 is WEAK Ability to Execute and STRONG Completeness of Vision
The biggest gap in most of the companies now is the ability to create a strong vision. And that is because for a company to get a complete vision, it takes a lot of time to get there. Most companies have to pitch new business all the time. And they only get paid if you say yet to their pitch. And if you say no, they have to move on and start building another pitch. We work different.
We want to create a system a way to operate your business such that whether we’re here or not, you will continue to be successful. We want your technology system to get traction throughout your entire business.
And, what that means is that we must spend time helping you develop your technology strategy. We partner with outside consultants that help determine what the long term strategy is, what are the core values, and what needs to get done this quarter to meet the overarching goal.
This is where we shine. Our partners will offer a set aside strategy sessions where we can dig into these issues and make sure that we know the market, goals, and vision. We will host the quarterly meeting so that your company continues to grow. Show you how to have annual, quarterly, weekly, and daily meetings in a much more productive way.
We then follow suit and make sure our IT meetings fall in alignment with the overarching meeting agenda.
We set ourself aside from the small teams by simply saying: they’re too small to do all the things required.
We set ourself aside from the big guys by saying, they’re focused on the noise that their current clients are creating. They don’t have the systems or patience to walk you through the process of building a long term strategy. We will. We Do. We must - if we want to position ourself here in the market place.
Our pricing isn’t cheap. In fact, it’s probably more of an investment up front then doing it yourself. But once you get through our processes, your IT Team will be your most closely aligned staff members.
Our Value Proposition
A. What We Do
We design, build and maintain a technology solutions for our client’s so that they can reliably grow their businesses
B. How We Do It
We learn your strategy and build a plan for your existing infrastructure.
C. For Whom You Do It
We work with business to business clients or C-level executives.
What Do We Want When Someone See’s Our Logo
1) Process Oriented
2) committed to customer service
3) The guys designing the future
4) The NASA engineers
What Does Scale Technology Want You to Believe?
Scale Technology is going to help you implement technology for your business. It’s going to fit your business needs whether that is long term or short term moves.
What Are We Doing to Help You Believe Our
We have initial appointements and ask great questions
We have goal meetings before we put a plan together
We have quarterly meetings with the leadership team
We implement tools on their behalf without them knowing because we know they want to see progress
We track progress