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.
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.
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.