Branding | Positioning Statement | Tagline
Tungsten Network is an up-and-coming FinTech company that offers global e-invoicing solutions. They came to us to clarify their brand positioning and come up with a tagline that summarized who they are. Top management flew in to New York from London, the Netherlands and from all around the US. for a day-long brainstorming meeting. In this meeting, we identified brand attributes and prioritized them. We went around the room and asked stakeholders to give us their elevator speech. We also identified target audiences and how to differentiate the core message.
Based on this raw material, we crafted several brand manifestos and theme lines. Out of these, the client chose "Trusted Connections. Streamlined Transactions." We then developed preferred messaging to the various constituents which was standardized in outgoing communications. We also refined visual guidelines and created a style guide that defined the brand core essence, as well as tone and manner.