We’ve all been there. You get to work, ready to start your day and your email is “down”. You don’t know how or why… just that it doesn’t work and you need it to. Now. The next logical step is to call your IT guy… right? Wrong. Past experience has taught you better. But after trying all of your usual inane tips and tricks you capitulate. You call the IT guy only to be told to try all the things you just tried.

So you can imagine our skepticism when Steven Johnson of Addison Ashley told us “My company’s not like that.” But once he told us how he ran the company and what he believed, our faith in the mythical can-do IT company was restored. And we set out to find the message and the voice that would do the same for the rest of the world. First, we defined the following key messaging points:

1. Listening Skills – They actually find out the client needs and issues before they start work.
2. Accountability – They do what they say they’re going to do, when they say they’re going to do it. (Eyebrows raise)
3. Responsiveness – They know you wouldn’t be calling them just to say “hi”. So they get back to you right away… not several days later. If it’s urgent, within 30 minutes.
4. Efficiency – They partner with key resources like internet and phone providers so they’re ready to move, or get your office set up within 3 days. Less if you need it.

From there, we built a “proof is in the pudding-backed brand.” And to add impact, we leveraged the fact that Addison Ashley really could put their money where their mouths were, by recommending they offer a “2-day test drive.” (A free trial, at no risk.)

Over the following months, we developed a complete identity system, including logo, stationery, brochure and a website that communicated all of this. Now, the next time your email goes down, you know who to call.