Working with the leadership team, we developed a strong brand platform and story to support the strategic goal of becoming the leading private background check company while also resisting commoditization.
Sector
Business Software
Brand Challenges
- Tell a story that supports the strategic goal of category leadership
- Lay the groundwork for a cohesive, motivated culture in the face of acquisitions
- Present a cohesive product offering
- Develop a distinctly different visual presence
Story Tools
- Competitive Analysis
- Vision, Mission & Values
- Values Survey & Analysis
- Brand Platform
- Backstory & Messaging Framework
- Product Name System
- Visual System
- Brand Intro Video
- Tradeshow Environment & Game Design
- Rewards & Recognition Program Design
- Web Copy
At issue
Founded in 2012 and headquartered in Santa Barbara, California, MixMode is a self-learning AI-driven cybersecurity platform that can detect threats and anomalies across any data stream and at any scale. While the benefits of the company’s platform are decisive, a general lack of awareness about its third wave AI technology too often resulted in getting the company placed “in the wrong box.” This led MixMode to have to work extra hard to distance itself from competitors whose offerings were qualitatively different and more limited.
Investing in experience
After sharing and exploring various scenarios, we helped Accurate to settle on a story that spotlights the company’s well-established, people-centered ability to deliver a better experience for clients and candidates alike—after first confirming the company had the focus and conviction to double down on its position moving forward.
Getting to #1
Story tools included a brand communications platform and backstory, visual system and brand guidelines, and technology platform naming system. Culture-building tools included values definition and measurement together with a rewards program to foster a more cohesive company culture across acquisitions. Activation tools included a launch video, tradeshow environment and web copy. In the space of three years, pursuing a strategy of internal growth as well as acquisitions, Accurate moved from the fourth largest player in its space to the largest. Along the way, it was consistently recognized on the Inc. 5000 list of the fastest growing private companies.