Using 360-Degree Brand Insight to Reposition an IT Services Leader

Listen

The Challenge

The client needed to:

• Understand how the brand was perceived by customers in the context of its parent organisation
• Determine whether customers viewed the firm independently or primarily through the parent brand
• Assess brand recall, familiarity with service offerings, and first-hand experience
• Address low awareness of digital offerings despite strong technical and domain credentials
• Decide how, and whether, associations with the parent organisation should be leveraged

At a strategic level, the organisation required clarity on perception gaps between internal belief and external reality to guide repositioning decisions.

Act

Insight-Led Diagnosis and Design

Feedback Insights conducted a comprehensive 360-degree brand assessment over a 2.5-month period to capture a holistic view of brand perception.

• Gathered inputs from customers and a broad set of stakeholders, including potential customers, analysts, alliance partners, media, employees, and ex-employees
• Assessed brand recall, familiarity with offerings, perceptions, and lived experience
• Evaluated competitive positioning and comparative brand perceptions
• Facilitated an in-depth workshop with the top 30 organisational leaders to surface gaps between internal and external brand views

The approach ensured brand strategy decisions were informed by triangulated stakeholder insight.

Accelerate

The insight program enabled focused, actionable direction by:

• Built a holistic understanding of brand perception across internal and external stakeholders
• Clarified brand strengths and experience relative to competition
• Defined inputs to chart a refreshed go-to-market strategy