The more successful the company, the more they risk becoming too insular. The ear may initially be to the ground while intensely, if not desperately looking for customers, building product market fit, and creating company culture. As leaders become established subject matter experts, it is easy to double down on the tried-and-true methods or even to lose curiosity on how to best brand your brand can identify, reach, and serve your ideal customer base.
The platform tools that Onside offers create an objective, strategic advantage that allows even the most well-established brands to find innovative ways to engage.
Recently, a client deployed our social insights analysis to assuredly brand their public-facing corporate health assessment platform and ended up unlocking a new way to better communicate with its long-time audience and attract new potential customers beyond its established base.
Our client - a renowned decades-old international consulting firm - were launching an index that could rate and evaluate the power and influence of different corporate sectors. They were confident it could serve their own clients as a vital indicator of corporate wellbeing, and hence function as a bellwether for companies at risk of insolvency.
The challenge was that none of the names matched their expectations. It needed to convey necessity to the audience, so it was clear that it wasn't a useless tool, but also needed to be crisp and elegant enough for the audience to easily remember. There are trillion-dollar industries dedicated to solving this one simple dilemma.
They trusted Onside. Leaning on our two proprietary indices, they worked with us to find a name to best suit the current chatter, as well as adequately capture the nature of their corporate health platform. Our first index identifies where audiences are most engaged in topics related to a product or service, while our second index reveals where they are most curious. The former is indicative of current engagement, while the latter offers predictive potential to show what your audience is looking for next.
Based on our insights, we proffered a name which resonated well amongst their target C-suite audience, much more than previous names that had been surfaced and suggested internally. The leaders were honest enough to say they were in awe, as the smart, elegant solution was so left field compared to the suggestions before using our culture-forward indices.
Even the strongest companies need smart tools to make sure they are looking outside of their industry bubble; our indices allowed them to focus less on the insular opinion of their own experts, beyond mere linguistics to something that truly reflected their unique brand identity.
We are confident that there are myriad other ways in which you and your company can take advantage of Onside's tools in ways hitherto not yet fully imagined, even by us! Drop us a line. Let's journey together. Drop us an Email at info@onsidecontent.com.
