Context

Akenza, a Zurich-based tech startup, is an emerging and promising player in the IoT industry. Catering to Swiss CIOs and IT specialists, Akenza has already seen success with their initial projects. As an innovative IoT platform, Akenza aims to simplify and enhance the creation of exceptional IoT products and services.

Challenge

Being a new and swiftly growing company, Akenza encountered typical growth related challenges. Establishing a distinct position amidst strong competitors posed but one key hurdle on the road to success. This required differentiating Akenza externally to capture market attention. Additionally, as the team expanded, Akenza had to navigate the development of its identity to strengthen a nascent company culture. Creating and boosting visibility in relevant media outlets, such as influential IT journals and newspapers, represented a great opportunity for Akenza.

Approach

Firstly, a thorough analysis of competitors was conducted, along with surveys among employees and discussions with IT clients to identify strengths and areas of differentiation. Based on this, a brand model, sharp positioning and comprehensive communications strategy was developed to foster identification and alignment. Externally, an activation strategy was devised, resulting in the continuous coverage of Akenza in industry-specific media. Akenza’s CEO was positioned as an IoT expert, actively engaging and contributing within Swiss publications and key networks. A content marketing strategy was implemented, leveraging white papers and LinkedIn to engage target audiences and invite them to webinars, effectively raising Akenza's visibility.

Project

Positioning and communication

Industry

Information technology

Partner

Country

Switzerland

Implementation

2019

Contact

BRAND AFFAIRS AG

Markus Kramer

Result

As a result, Akenza successfully established itself in the Swiss IoT landscape. This accomplishment led to a more cohesive, robust, and unified growth trajectory. The strategic positioning of the CEO as a competent expert in the field contributed to Akenza's overall success. Through ongoing media engagement, Akenza was able to steadily build visibility, fostering a sustainable and positive brand reputation.

"Brand Affairs played a crucial role in improving our market position and using their exceptional communication skills to guide us through our transformative growth journey."

Vikram Bhatnagar

CEO, Akenza