Enquiring minds build a brilliant brand
Enquire operates in the Natural Resource Management industry delivering a specialised grant management web based software system. Lloyd Grey worked to deliver complex software functionality information in a simple and engaging fashion.
Our challenge was to convey to current and potential clients the commercial benefits of the system through dynamic branding and business development tool design. enQuire first gained market space through an arrangement with government but as the product and IP was commercialised there was a need to create a corporate positioning. This offered the business the freedom to explore and monetise opportunities outside the regulatory space.
To add to the complexity, through this process it was identified that there was confusion between ‘enQuire’ the company and ‘enQuire’ the natural resource management product. In order for the organisation to grow, a new company name was needed to capitalise on other opportunities outside the natural resource management space.
Lloyd Grey’s first task was to work with the Enquire management and software developers to deconstruct and simplify the software functionality. We developed easily understood, bite sized concepts able to be communicated to enQuire’s target markets. We worked on process diagrams to visually articulate the fundamental concepts and then blended the narrative and the visual in a beautifully presented sales tool.
Our naming experts delivered a compelling and easily recalled new name for the parent organisation. Tactiv was born, with the name reflecting the active logic that is core to everything they do.
Tactiv COO Damien Zeller sums it all up better than we ever could.
“We were so close to the product that we couldn’t simplify it. Tim and his team were so passionate about getting to the heart of what we were about. Other firms (and we employed a few before we found Lloyd Grey) were only interested in giving us decoration! We now have a tool that operates really well as a sneak peek of who we are and what we do.
“Our decision maker is either a very business oriented operations person or a ‘techie in management’. Both personalities have embraced the brand, key messages and look and feel really well. It’s working!”
We have had four international leads in the first month from firms downloading the brochure from our website. In addition, some current clients have already moved to pilot stage with additional components as a result of our business development team talking them through the sales tool Lloyd Grey developed for us. This is a great result for us as we are a very specialised product. These figures are great feedback so early in the campaign, in fact we haven’t even finished the distribution to our full prospect list as yet.