A Unique Brand Strategy Communicates Your Unique Proposition

The Flexisourcing philosophy is so strong and so culturally integral that the company was named after it. Now, how can Flexisource communicate this to the right audience? The answer–Brand Strategy.

Client: Flexisource IT

Industry: Technology, Staff Outsourcing/Augmentation

Services Provided: Brand Strategy, Brand Identity

The Challenge

Flexisource IT is an IT services and business consulting firm that aspires to become the best alternative to outsourcing by providing flexible, scalable, and dynamic services that meet business needs. More than staff outsourcing or staff augmentation, Flexisource IT is all about flexible outsourcing, or flexisourcing–a unique selling proposition that everyone in the company supports.

While Flexisource has enjoyed relative success, founder and CEO Richard Gross wanted to continue attracting both quality clientele and quality talent. Rich understood that in order to achieve this, not only will they need to step up their marketing efforts, but they will also need to invest resources in strengthening their branding and communications.

Staff outsourcing and augmentation is not a new business, but Richard’s philosophy of flexisourcing definitely is. Flexisourcing as a proposition will enable Flexisource to operate from a strong market position. But first, they will need to communicate it, and communicate it well, to the right audience.

The Solution

Richard reached out to us via Linkedin, and after a few messages plus a Zoom call, we understood and agreed on what needed to be done. After sharing a few frameworks and information, Rich invited us to meet in their Manila office, where we had a whiteboard session to illustrate how we planned to tackle Flexisource’s challenge step by step.

As always, our recommended first step is to articulate a strategy. In our process, this meant putting together Flexisource’s Brand DNA using a framework influenced by Davies BDM and Simon Sinek’s concepts of Why, The Golden Circle, and Just Cause.

We facilitated a series of online workshops for Flexisource’s top executives representing various perspectives within the company, handpicked by Rich and Flexisource COO, Missy. We covered all the Brand DNA elements in multiple sessions:

• Essence - using Simon Sinek’s Why Statement to articulate the brand’s purpose.
• Aspiration - using Simon Sinek’s Just Cause to describe the brand’s desired future.
• Values - making sure we use simple, action-oriented words and focusing only on a few core values that define the company’s culture.
• Personality - personifying the brand in detail, including its unique archetype mix.
• Positioning - defining the brand’s ideal customer persona and laying out its competitive playing field, using the 3 Circles.

While expected, it was still quite interesting to see how each participant had a very different view of Flexisource as a brand. This is one of the main reasons it’s important to get everyone together in one strategy session–it’s okay to have different views, but in the end, it’s imperative that we leave the virtual room with a single agreed upon idea of Flexisource’s essence, aspiration, values, personality, and positioning.

The result–a well-articulated and documented Brand DNA. More importantly, a Flexisource management team with a clear and united understanding of their brand, and the confidence to articulate this to their clients and to their employees.

Brand DNA done. Next up, Brand Identity.

We worked with a smaller, more focused team now that an agreed upon Brand DNA was in place. With this core group, composed of Richard, Missy, Bernard (Marketing Director), and Janelle (Brand Manager), we defined the specifications for each element of the brand identity–from the logo to the color palette, typography, and brand applications. The brand visual identity exercise can be very subjective, which is why setting clear parameters early on is helpful in keeping everyone on the same page.

A peculiar thing happened while we were conceptualizing new logos–though we had some strong logo options, the Flexisource core team wanted to see what their own in-house creatives could produce, based on the new Brand DNA. They eventually chose a design direction (logo, color palette, font) created in-house, and we willingly made enhancements to develop this further.

Once the Brand ID elements were final, we developed brand applications that were aligned to their Brand DNA and Brand ID. The creation of visual templates, imagery guides, and company merch designs became a simple and straightforward endeavor–a clear benefit of having a reference to what the Flexisource brand should look and feel like.

Shortly after, the Flexisource Brand Book was delivered–a live document that will guide anyone who works for or with the company in how to communicate their brand to the world. Moreover, the marketing and communications teams now have a reference for executing campaigns designed to attract better quality clients and talent.

The Results

The process took a few months, but we all agreed it was necessary and the result was worth it. Together with Richard, Missy, Bernard, Janelle, and the rest of the Flexisource participants, we were successful in not only leveling up Flexisource’s branding, but also in articulating and in illustrating what the brand is all about. At last, the brand transformation was complete and ready for launch.

Reflection

While unique selling propositions are fundamental, the right brand strategy can propel companies and products even further. How can brand strategy help your business?