Case Study
Brainier
Brainier, formerly TTN Learning, is part of BI Worldwide, a learning management system company. A learning management system is a software application for the administration, documentation, tracking, reporting, automation, and delivery of educational courses, training programs, or learning and development programs. They had two things going for them: 1) an award-winning, innovative platform, and 2) a dedicated organization always looking to help their customers.
The Challenge
TTN Learning had once been a leader in Learning Management Systems but was now struggling to communicate its winning technology and customer service. That’s because the market had changed with new competitors and many existing companies undergoing their own brand revitalization.
The Solution
Create a complete brand transformation, including everything from market positioning, brand strategy, story, and the works. New name, tagline, look, tone, feel, and all visual assets, from logo to fonts, colors, and all needed brand assets.
- We equipped the organization for success in transitioning from TTN to Brainier by setting them up as Brand Ambassadors and delivering all the communications, marketing, and support to ensure brand transformation.
What made it work
Key Points to Success
We leveraged the company's hearts, minds, and knowledge by having all the employees involved in a hands-on branding collaboration and creative workshop.
We then rebuilt the brand from the ground up – from name, tagline, strategy, and story to logo, colors, fonts, letterheads, business cards, and an easy-to-use brand guidebook.
Ensure a successful transition by creating the necessary tools, including brand ambassador scripts, PR, communications, marketing, and sales. All while providing support throughout the organization.
The Result
Three years of record growth. That’s because people went from employees to energized Brand Ambassadors, as they were the creators of the new Brainier Brand. We equipped the company with everything they needed to make the successful transition from TTN to Brainier and stuck around to help whenever they needed it.
Sometimes, your brand can get lost in the daily work, competition, and market. But your brand is always there in your dedication to customers, leadership, and the individuals that make up your company. It’s not so much about changing what was, but discovering what is and bringing that to life in new and better ways.
Feedback
In their words...
Regarding the Brainier brand, it certainly was a home run. We had developed a world-class learning platform that had a non-memorable name and no traction. The change to Brainier gave us a world-class, edgy, and memorable name to go with the product. Once we had a brand worthy of it, we invested significantly in marketing, including hiring an excellent Director of Marketing, and everything changed. Excellent product, amazing new logo, instant market presence, and three consecutive years of record sales.
– Jerry Cox, President
From an operations POV, the authority and ease of use of the Brainier guide helped to unify our presence across all branches of the organization. Providing brand continuity between our marketing, development, sales, and ongoing customer support messaging was an intangible that helped convey the professionalism that the brand deserves.
– Kiel Welk, Director of Marketing
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