B2B - A Better Story

One of my favorite brand projects was for a company called Techcycle Solutions. They needed to find a way to tell a more compelling story in the marketplace. There was really nothing too sexy about phone and tablet repair services, but when you take the time to truly understand your brand, why you exist, and why that matter to your customers — exciting things can happen.

Like many categories, Techcycle Solutions (TCS) blended in with everyone else. Heck, even TCS doesn’t exactly excite the senses. Everyone in the category talked about their expertise, their long list of services, and many other attributes of what they do. But no one had a reason to remember TCS.

Until the leadership team and various employee groups gathered to uncover their true brand essence. Following several workshops and follow-up work, it became clear that it wasn’t so much the actual repair, as it was the feeling of being a hero to help people get on with their busy lives. Lives and careers often dependent on their mobile devices. The brand story was based on the idea of “Keep Life Moving.” This platform proved to be compelling to customers and prospects, as well as being more motivating to TCS employees. “I’m a repair super hero, not a device repair person.”

When authentic and real, brands like this have a chance of connecting with consumers. Congrats to TCS for choosing to not be boring!