StorageTek

Making a brand clearer, simpler and more believable

Make sure customers know what it is and what you're trying to say about it

It's common practice. Companies use jargon. They spread it on thick in an attempt to sound bigger, smarter, more advanced. We've all heard it. "Make it your primary action item." "The PRVs are more of a B2C product." It goes on and on. What does this stuff mean? It means in an attempt to sound smart, it's likely that even savvy people don't understand this language. In recent Nielson/NetRatings research, the following was uncovered about savvy consumers:

Jargon. It's not only verbal. It can also be visual. For instance, how many logos have you seen that feature a swoosh in them? How many companies use stock lifestyle photos of ethnically diverse co-workers happily conversing over a laptop with their cell phone in-hand? The images ultimately aim to mask the truth. And, therefore, have little believability with customers over time. This, coupled with various industry jargon, only facilitates confusion and distrust of corporations. With this introduction in mind, let's look at StorageTek, the technology company in Colorado, and how branding agency, LeeReedy, conquered similar issues through the work they did.

A closer look, a big a-ha and a solution

Problem: There was little awareness of StorageTek. Companies such as Sun, EMC and IBM had laid claim to the top spots in the data storage business. Although StorageTek wasn't bleeding profusely, they weren't gaining any ground with new customers either.

Analysis: StorageTek had used to a handful of companies to formulate their brand identity and messaging strategy. They had borrowed from a number of entities until they were a splintered mirror image of their competition; to the point where it became hard to understand what they were selling. There was a silver lining. StorageTek had been around for 30 years. They had been responsible for several innovations. Their customers were loyal, and they were known for producing superior products and the software to run them.

Solution: Leverage what was true, known and as-yet not being tapped to its full potential in marketing — their products. (Our big a-ha.)

Result: A new brand identity was manifested out of this learning — a new messaging tone and new visual elements — all based on and formulated from StorageTek's products, including:

StorageTek was unique in that they embraced the idea of a consistent brand image through all levels of marketing, product and industrial design, and employee behavior and training. With these tools at their disposal and the implementation of these ideas over time, the organization made financial strides and ultimately was purchased by Sun in the fall of 2004.

Bottom line: Tying the company's brand image and marketing to its products set StorageTek apart from its competition and generated awareness for the products they sold.

Can you tell more about the power of the brand positioning we do here at LeeReedy? Send me a note anytime kreedy@leereedy.com.