Phase 1: Discovery & Audit
In the first phase, we conducted industry and competitive research while evaluating the client's business goals and existing brand. Our primary research included internal and external stakeholder interviews. Our secondary research was comprised of a brand audit, evaluation of industry trends and a competitive analysis. At the end of this phase, we summarized our findings and proposed three strategic directions to the client. Everstream chose a direction that highlighted its key strengths of having a human identity, B2B-focused approach and key benefit of dependability.
Phase 2: Brand Strategy
We began the second phase by developing two audience personas for Everstream: IT professionals and business executives. Personas help inform messaging for future brand and marketing efforts.
After persona development, we refined the brand's positioning statement, reasons to believe, brand personality traits, brand promise, and mission and vision.
Positioning statement: For partnership seekers, Everstream is the fiber network provider that keeps businesses connected through our specialized expertise, humanized solutions and owned fiber network.
Reasons to believe: specialized expertise, humanized solutions, owned fiber network
Brand promise: Keep businesses connected.
Mission: Enable business advancement with leading fiber network solutions.
Vision: Reimagine connectivity as the preferred fiber network provider for businesses.
Brand Personality Traits
We completed the brand strategy phase with the creation of messaging frameworks. First, we developed Everstream's three brand pillars that span both audience personas. Next, we wrote a unique value proposition for each audience persona. Finally, we wrote three key messages for each brand pillar for each audience persona.
Brand Pillars
Phase 3: Brand Expression
The third and final phase of this branding project included development of Everstream's verbal and visual brand identity. We concepted two themes for the client, and Everstream chose their favorite.
I was responsible for writing the concept statement, creative ad copy and verbal brand guidelines.
Everstream Voice & Tone Guidelines
LinkedIn Ad Copy
Tap into expert support with just one call.
We deliver more than reliable connectivity. We deliver confidence. 98% of Everstream support calls are answered in 60 seconds or less.
More than just internet.
Get connected with the most advanced fiber network, purpose-built to meet the needs of businesses.
Don’t let your network slow you down.
Get connected with Everstream, the most advanced fiber network provider for businesses.
Reliability isn’t what we say, it’s what we do.
At Everstream, reliability extends beyond our connectivity solutions with 24/7 support from local engineers.
Count on the experts to help you stay ahead.
At Everstream, we plan for the unexpected, so your business can stay connected when it matters most.
We’re hands on, so you can be hands off.
We relentlessly maintain our 100% fiber network so your business can work without interruption.
High-speed solutions. High-speed support.
At Everstream, we provide 24/7 connectivity support from capable and committed local engineers.
Click on the image to view the full digital brand guidelines.