Brand development & website copywriting
Apto Solutions: Creating foundational assets for an IT Asset Disposition company
Apto Solutions—a pioneering IT Asset Disposition company in North America—was looking to relaunch their brand. In response, team CRC delivered a clear brand identity and powerful brand positioning for this SME.
Result: Our work differentiated the brand from its competitors, and reinforced it as a pioneer. The new website has led to improved brand perception and conversions.
Apto Solutions (AS) is a leader in IT Asset Disposition (ITAD). But despite being established industry veterans, their website messaging failed to capture and convey their authentic essence and unique strengths.
Apto Solutions urgently needed to:
- Craft a powerful identity that reflected their true strengths and differentiators, and reinforced their leadership position in the ITAD space
- Identify their ideal target audience, and create a brand positioning strategy
- Refresh their website with a branded story that increased conversions
Team CRC, in collaboration with Remark Japan, a growth marketing agency, jumped on this challenge.
- Brand Clarity—Know thyself
Our first task was to define a powerful brand identity for AS—one that would clarify and highlight their unique strengths and differentiators.
This was achieved via deep analysis of the surveys and in-depth discussions with the key stakeholders of AS, tapping into both divergent and convergent thinking.
Research & Analysis
Foundational Messaging Brief
- Brand Positioning—Know your audience:
After securing a clear and authentic verbal brand identity that the AS team could proudly own, we turned to discover and clarify their ideal target audience via diligent secondary research.
Our detailed Target Audience Persona (TAP) study helped uncover shared interests between AS and their potential customer—that sweet spot every marketer wants to target.
Target Audience Persona Research
- Brand Resonance—Move people:
With the main pillars of our brand foundation in place, we moved with confidence into the composition and writing phase—crafting a powerful, branded story that sparked the hearts and minds of our defined target audience, and moved them toward the strategically placed CTA buttons.
Emotionally-resonant Website Copy
The relaunched website successfully positioned Apto Solutions as an industry pioneer. More importantly, it helped align and solidify AS’ culture, via consensus on who they are, why they exist, and what they aim to provide.
In our client’s words:
“We worked with CRC for our brand narrative refresh, and we were not disappointed. Chris’ collaborative approach made us feel doubly invested in the project; he was also very mindful of sticking to timelines and commitments. What impressed us most was CRC’s ability to take our input—the bulk of which was quite technical—and transform that into a powerful story that really speaks to our customers. The final copy and messaging was everything we had been trying to say, much better said.”
– Jeffrey Jones, CEO, Apto Solutions, leader in IT Asset Disposition services