One project leads to another.
We were in the midst of a full-scale branding program for our new client, Daugherty Business Solutions, when they came to us with a more urgent task: branding their new, mobile-oriented products.
This in and of itself represented a seismic change for the company. Daugherty had always focused on long-term consultative client relationships, rather than individual products or services. Daugherty asked us to name these new products in a way that positioned them as an extension of the company’s experience and expertise, not as a separate entity or independent division.
In the competitive marketplace, names for mobile-focused divisions run the gamut from straightforward to esoteric. We decided to leverage Daugherty’s brand equity – they have a long history in the IT consulting space – and name the set of products the Daugherty Mobile Suite. It’s simple, descriptive and accurate, while giving the company the flexibility to add new products or functionality without rebranding.
We also named the two products that would be part of the suite at launch, Mobile Field Productivity and Mobile Merchandiser. Again, these names clearly and concisely define the functions of the products, while giving both employees and customers a common set of terms to use.
We initially planned that any product-oriented information would be included on the new, large, corporate website we were creating as the culmination of our branding program. However, an aggressive launch schedule, driven by key industry trade shows, accelerated the timeline and changed our plans.
We set out to create a standalone, four-page microsite for Daugherty Mobile Suite. Luckily, we weren’t starting from square one. We used the new brand assets we had created for the parent company site as a building block for the microsite. So, in essence, it became a soft launch for the new Daugherty brand.
Of course, schedules aren’t the only things that change rapidly in the technology field – the technology itself shifts, too. We built the Daugherty Mobile Suite site in WordPress, to make it easy for our client (or us) to make changes and additions to the product lines as time goes on.
Stay tuned for a full discussion of the new Daugherty brand and website.