Teal: Brand Strategy and Positioning

Cubicle Fugitive was honoured to work with Aligned Technology Solutions (ATS) and TechGen to develop a comprehensive brand positioning strategy for their newly merged company, Teal. Our team was thrilled to take on the challenge of creating and promoting a strong brand identity that resonates with existing and potential clients and employees. We knew that by setting Teal apart from its competitors through clear communication of the company’s values, offerings, and unique solutions, we could simplify the decision-making process for clients.

Our meticulous analysis phase involved identifying Teal’s distinctive points of differentiation. We helped craft the new brand positioning by reviewing current brand messaging and visual identity, conducting interviews with key stakeholders and clients, and conducting an extensive competitive analysis. The outcome of this phase was a set of recommendations for Teal’s brand positioning, messaging, and visual identity, along with actionable strategies for implementation. During the brand audit, we identified Teal’s overlap in brand attributes with its predecessors, ATS and TechGen. We identified partnership, IT expertise, and forward-thinking solutions as critical attributes and suggested more sophisticated, security, and compliance-focused messaging.

We knew that by setting Teal apart from its competitors through clear communication of the company’s values, offerings, and unique solutions, we could simplify the decision-making process for clients.

To distinguish Teal from its competitors, we proposed positioning Teal around four key attributes: Sophisticated, Persevering, Altruistic, and Transcendent. These attributes were chosen based on their relevance to clients’ needs, credibility, motivation potential, distinctiveness, and alignment with Teal’s strategic direction. We knew that by highlighting these attributes, Teal would stand out in the market and attract the attention of potential clients.

We also advised developing a modern, sophisticated, and approachable visual identity for Teal, including logo design considerations and colour schemes that reflect confidence, analytical prowess, and a partner mentality. Furthermore, we provided new brand messaging and website content to demonstrate Teal’s unique value proposition, expertise, and client commitment. By conveying Teal’s emotional value, we aimed to foster a sense of client preparedness, care, appreciation, and joy.

Our goal for this project was to reposition Teal as a premier IT services provider that stands apart for its sophisticated expertise, relentless problem-solving, ethical business practices, and exceptional customer service. At Cubicle Fugitive, we were grateful to have the opportunity to work with Teal and help them achieve their goals.