Entirely Refreshed Brand, Website + Company Repositioning
SUCCESS STORY
SHORTCUTTING THE PATH TO BUSINESS GROWTH
Client: GenuineXs
Project Timeline: Dec 2022 - Present
Services Provided: Brand Refresh, Repositioning, Personas, Website + Sales Material Overhaul, Go-To-Market Roadmap
The Challenge
GenuineXs (GXS) is a professional service provider, referred to us by an existing client in the cybersecurity space, after expressing the need to significantly revamp their overall brand, website and sales materials, and position themselves as a leader in their industry. Upon meeting GXS Founder, Jessca, we knew we’d be the right-fit partner to get her brand where it needed to be to drive the business growth their team is truly capable of achieving.
The Process
We started with an immersion period into Jessca’s unique business, familiarizing ourselves with the GenuineXs mission, values and company brand, as well as a comprehensive list of GXS competitors. Through our competitive audit process, we captured deep insights about competitor messaging, including social, search and display ads, their most successful website content, etc. This ultimately helped us understand where the competition is getting results and empowered us to build more engaging messaging and creative across all GenuineXs materials, website content and visuals, and more.
The next phase of our engagement focused on defining the new GenuineXs brand positioning, which would subsequently drive the creation of an updated website and associated sales materials. Following multiple interviews with ownership and key leadership team members, we created strategic messaging and creative writing guidelines to build upon the framework of the mission and vision of GXS, and documented our exact target referrals, who they are, what they are looking for in a partner, and how we can uniquely position ourselves as the solution.
We also recorded a brand video with Jessca at MNYK Studios to live on the website that built credibility and depth around our updated messaging.
Problem Solved
This project as a whole was a collaborative effort between MCO and the GXS leadership team. We worked together to successfully create updated brand messaging and positioning statements that lend to increased credibility and conversion at every stage of the buyer’s journey from the very first reaction, and works as a key springboard in sales, not a detractor.
Our new website presence allows us to communicate a clear message with impressive, clean design that inspires trust. The website transitioned from Wordpress to Webflow, reducing the dependency on a developer at this stage of the company’s lifecycle and enabling a more iterative, conversion-optimized and SEO-ready website.
Our entirely refreshed sales kit, including pitch deck, capabilities statement, marketing brochure, business cards, etc. now embody the updated messaging and design standards used throughout the website.
We also developed an actionable Go-to-Market Roadmap that is insightful and transparent and will ultimately shortcut the path to business growth and provide a foundation for optimal investment of resources in 2023 and beyond, with the goal of faster customer acquisition and scalable marketing-generated sales.
“Very grateful to Ryan, Adam, and the team for their help thus far in transforming GenuineXs into the next-level enterprise cybersecurity firm it deems to be!”
“Adam’s team at The Moving Company has done an excellent job overhauling and helping us revamp our brand strategy in the marketplace.”
JESSCA GONZALES, CEO & FOUNDER