After several months of strategic and creative consultation, we were delighted to announce the official renaming and rebranding of cybersecurity technology company Kape (Kape Technologies PLC).
Here's a window in to some of the practices that helped us reposition an established technology business – intent on making a commercial pivot – to a new position as a cybersecurity brand.
Begin with the customer front of mind
As an established technology brand, Kape had acquired thousands of active customers across the world, but via a different brand name and with a different value proposition. Early in the process the US was identified as a market with a ground-swell of potential growth. We narrowed this further, focusing on urban living areas across the US and conducted focus groups and interviews, to discover existing behaviours and preferences around the cyber security tech products. These insights would ultimately be used to benchmark expectations, both in terms of product and brand positioning.
If you're intent on capturing the hearts and minds of a new set of customers, while retaining the loyalty of pre-existing ones, reposition your brand, but only after properly understanding customer expectations.
Differentiate from the competition
You can be as innovative as you like, but ignoring the competition is to enter an industry blind. The same can be said of your brand. Taking a differentiated position is key, but at the same time, your differences need to appeal to your core customers.
So, we conducted product, price and marketing analysis of established businesses within the space, to understand what others were doing and to make sure that Kape could stake their own position.
Define your position, externally and internally
After a series of workshops with the founding team and key stakeholders – to define Kape's brand purpose, essence and values – our design team got to work, creating a distinctive visual and verbal identity that could be brought to life across channels.
Kape were pivoting our business in a new direction and needed to work with a company that could help lead our brand transformation. Foreground helped define and deliver us a strong, clear and unique brand and digital identity that will truly resonate with our customers for many years to come.